This tool taps machine learning to take the guesswork out of content marketing

It's every marketer's goal to reach customers in the right place, at the right time, and with the right message, but the online world doesn't make that easy. A new tool announced Thursday uses machine learning to help.

Called Lithium Reach, it aims to eliminate some of the guesswork inherent in marketers' jobs by recommending the best social content and the best time to publish it.

The average consumer brand today has 55 social media accounts and nearly 45 employees managing them, according to Lithium Technologies, which acquired social-influence ranking site Klout back in 2014. The new Reach tool puts Klout's machine-learning algorithms to work in the hopes of making that process easier.

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