Abstract: This relates to processes and techniques for more effectively training machine learning models (i.e., via unsupervised, semi-supervised, and/or supervised training) with relation to a specific context (e.g., products, services, brands, etc.), and more specifically, to processes and techniques—and a system for facilitating such processes and techniques—for more effectively training machine learning models by leveraging the principles of content development and distribution in content marketing operations as well as two-way engagement with content consumers for the purpose of continuously improving the quality of two-way engagement (e.g. conversation) and increasing the engagement around specific topics. In one example process, a system can receive content. The system can analyze the content to identify one or more key phrases and one or more entities, wherein the one or more key phrases and the one or more entities correspond to one or more topics.