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This AI Tool Tells You the Questions Prospects Are Asking
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By: Paul Roetzer

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September 5th, 2019

This AI Tool Tells You the Questions Prospects Are Asking

Frase is an AI platform that tells marketers which questions prospects are asking, then helps them create content around those questions. The tool can actively create content briefs on any topic, as well as catalog and respond to site visitor questions.

Companies big and small are currently using Frase to research content faster, drive SEO results, and build smarter content strategies based on actual consumer questions.

We caught up with Tanya Thompson, Frase's Director of Marketing, to learn more.

1. In a single sentence or statement, describe Frase.

Frase helps marketers create and optimize content that answers customers’ questions enabling frictionless content discovery with an active on-demand search experience.

2. How does Frase use artificial intelligence?

The Frase AI layer has three main engines:

1. Document summarization: the process of turning a long document into a few highlights.

2. Topic understanding: the process of extracting topics from unstructured text, while drawing semantic relationships in context.

3. Question answering: the process of finding answers buried in long-form documents.

3. What are the primary use cases of Frase for marketers?

Frase customers are seeing:

  • Increased productivity writing long-form content creation
  • Increased organic traffic through modern SEO (focus on topics and user intent)
  • Improved content experience with Knowledge Bots and increased content funnel completion


4. Who are your ideal customers in terms of company sizes and industries?

The Frase content creation tools are used by companies of all sizes, from solo agencies to public companies.

Companies that operate websites with at least 30,000 unique users per month are able to fully leverage the power of Frase Knowledge. Collecting hundreds of data points per month helps them understand the questions their customers have and how they are consuming content while improving the overall content experience and ultimately realizing content marketing ROI.

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5. What makes your company different than competing or traditional solutions?

Today, most websites use chatbots that are unable to answer basic questions.

The main reason is that chatbots are not fully integrated with your website content.

The Frase “Knowledge Assistant” ingests all of your content and uses that content to answer your customers' questions, while browsing on your blog, looking for customers' support or learning more about your product and services.

The insights collected from the Knowledge Assistant can then be used to make informed decisions during your content creation process. Most marketers simply rely on third party data such as Google data to inform their content strategy. Frase insights allow marketers to fully leverage first party data originating from their own website content.

6. What do you see as the future potential of artificial intelligence in marketing?

The way people consume content on the internet is shifting in format (direct answers) and devices (voice and new interfaces). Businesses have to adapt their content creation workflows to meet the expectations of consumers who now expect websites to deliver information in a modern way.

7. Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?

It’s important to note that marketing tools which may seem super easy to use, particularly chatbots, often require maintenance and hands-on attention, which means time, to produce positive results and ROI.

Chatbots aren’t a simple plug-in-play tool as many think they are. They require time and a clear strategy behind them to be effective. It is becoming clear to us at Frase that marketing teams need to document their AI strategy and include the necessary resources for tools to actually work and provide positive results. We see marketing agencies being able to play a big role in helping companies with this process.

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About Paul Roetzer

Paul Roetzer (@paulroetzer) is founder of PR 20/20, author of The Marketing Performance Blueprint and The Marketing Agency Blueprint, and creator of The Marketing Artificial Intelligence Institute and Marketing Score. Full bio.

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