In the millions of pieces of content we see each day across multiple channels, marketers are challenged more than ever before to break through the clutter. It’s important to know what content is working and why it’s working. While some companies are shifting their focus to content intelligence, there are still many who don’t know what it is or how it helps marketers develop successful marketing strategies says, Marty Muse, CEO, Vennli
By 2019, content marketing revenue will exceed $300 billion. While most companies have a content strategy in place, many marketing teams are still guessing on what content to use, and both how and where to use it. With technology moving at a rapid pace, marketers are uncovering tools that can help provide data and insight into what works and what doesn’t work. One way marketers are doing this is through tools such as content intelligence platforms.
Despite the rise in these types of tools, many marketers do not know what content intelligence is or how the data and insights that come from content intelligence platforms can be used in developing successful content strategies. In fact, a recent survey shows that less than one-fifth of B2B marketers have a strong understanding of the differences between AI (artificial intelligence), machine learning and predictive modeling. All of which are used in content intelligence platforms. Below we will discuss what content intelligence is and how it can benefit marketers.
What Is Content Intelligence?
There are many definitions of content intelligence. However, all definitions boil down to a common theme. Content intelligence is the data and actionable insights gathered from the use of technology such as AI and machine learning to help understand and predict what content resonates best with customers. With the words content intelligence and AI being tossed around frequently, many marketers may see it used as a buzzword or a solution that is limited in use or not available at this time.
There are several content intelligence platforms currently available to marketers. While many platforms offer parts and pieces to content intelligence, they are not all-encompassing. Currently, content intelligence tends to be one dimensional. The data that marketers are most familiar with is typically from an analytics tool, such as Google Analytics, that shows where customers came from, how did they got to your site, are they a new user, etc. It doesn’t provide data that shows deeper insights into what will enrich the customer’s experience. In the near future, marketers can expect to see a shift from micro insights to macro insights that show what content is driving the customer to make certain decisions.
How Does Content Intelligence Help Marketers?
Now that we have defined content intelligence, what it provides and where it is headed, let’s discuss how content intelligence can help improve marketing. While there are many benefits that marketers will reap if they apply data and insights from content intelligence platforms, below are our top three value points:
Create better customer experiences
Through content intelligence platforms, marketers can gain a better understanding on what content is the most valuable, relevant and consistent for their customers. This valuable information allows marketers to provide a customized experience that cuts through the noise and clutter of the millions of pieces of content that customers are bombarded with every day. By creating a custom experience, marketers will see users become more responsive and receptive to their content.
Impact company success and growth
While content intelligence provides insights to enhance the customer experience, it also plays a role in driving company growth. A company may be producing great content, but if the right people are unable to find it, then it won’t matter. By better understanding what content is working, marketers can create a more consistent content strategy, something that 70 percent of marketers currently lack, to specifically target key audiences.
In addition to creating a consistent content strategy, companies will also save money and time by utilizing content intelligence to measure the effectiveness of their strategy and respond in real time to changes that need to be made. Through real-time key insights and data, marketers can strategically place content (ads, videos, email, social and more) that drive results in higher conversion and retention.
Easier content creation
The insights provided from content intelligence helps marketers understand their customers at a deeper level than ever before. Creating content will no longer be a guessing game. Rather than spending hours developing content, marketers can know exactly what to write and exactly where to place it for the most impact. In this case, the saying holds true – quality over quantity. Instead of creating copious amounts of content, marketers can produce more compelling that will deliver results.
As marketing technology continues to advance, content intelligence will only get smarter. With content intelligence beginning to be applied to the MarTech stack, marketers who have not invested in a content intelligence platform should consider doing so as to provide the best customer experience without the guesswork. To find out what content intelligence solution works best with a company’s current MarTech stack, marketers should spend time researching and testing content intelligence platforms to find the right solution.