In today’s digital-driven world, it is more important than ever for you to stay at the top of your game and make the most of your content. A strong content marketing strategy requires data as it substantially impacts helping you with market research on your target audience, recognizing the best market technique, and how to produce more effective products.
Due to issues with privacy, technological advancements, and other factors, access to data is changing quickly. As a result, companies must devise innovative strategies for gathering and analyzing data for marketing strategy.
Developing a human language/voice that connects with both present and new clients is crucial.
Content intelligence is the key.
At its foundation, content intelligence enables you to comprehend every aspect of a piece of content; and how each component interacts with one another to form your client journey.
Discover the power of content intelligence as you learn about its definition, benefits, and practical application.
What is Content Intelligence?
Content intelligence is the process of conducting market research using software that combines machine learning and AI to determine the success of particular types of content to aid marketers in creating a successful content strategy.
It is a GPS that directs you to a high-quality content strategy that produces leads, conversions, and profits. Because the data reveals what resonates best with your audience based on market and competitor analyses, you do not have to spend time guessing what will interest your audience.
Content Intelligence is a game-changer for businesses, organizations, and individuals who aim to stay ahead in today’s digital age. By automating data collection and analysis, content intelligence helps you conduct market research, identify patterns and make informed decisions.
Why is Content Intelligence Important
Content marketing is one of the marketers’ main strategies to connect with potential clients and customers online. Although precise figures are complex, some estimates put the daily content production at tens of thousands of pieces.
Businesses can interact through content marketing tools, including blogs, webinars, social media posts, and online courses. Every piece of content offers a chance to draw in, engage, and delight readers.
The ability of artificial intelligence and machine learning systems to analyze large amounts of data will be beneficial in determining the impact of content produced on a large scale.
By offering real-time statistics on their content’s effectiveness and helpful customer insights for producing compelling content that achieves results, content intelligence platforms assist content marketers in better understanding their content’s impact.
They can accomplish this due to content intelligence. As well as these advantages:
- Gaining a thorough understanding of your target market and the type of content they appreciate using competitor data and analysis.
- The AI analyzes content for style, tone of voice, and other crucial parameters, reducing the guesswork involved in content development.
- You can focus your content with market research data on your users and their wants.
- Gaining knowledge of numerous content formats and how to develop them, such as video content intelligence that enables you to understand the activities within videos that produce results.
- Ability to estimate your content’s efficacy based on your competitors’ achievements.
Picking the Right Content Intelligence Platform
Determine the challenges the platform is required to address. Several content intelligence tools are available; you might need help deciding which. The following steps should make it an easier decision:
1. Determine the challenges the platform is needed to address.
Choosing the right content intelligence platform begins with understanding the specific challenges you’re looking to solve.
Whether it’s enhancing the discovery and relevance of your content, streamlining content creation and distribution, or improving content performance and ROI, clearly understanding your needs will make it easier to select a solution that fits.
2. Get to Know Your Options
Only 5% of marketing professionals employ AI and machine learning, according to Statista research. Website analytics and SEO tools provide data-driven insights, which have become industry standards. However, marketing executives might need to be aware of anyone currently using content intelligence.
That makes it crucial to conduct research into various content intelligence platforms. Start with the features of each AI tool. While some will offer content production tools, others provide content management solutions. Platforms for content intelligence aid in:
- Natural language generation for automated content creation (NLG)
- AI can use natural language understanding to find similar or essential content
- Using big data to analyze content
- Make wording recommendations
- Automate the generation and promotion of content.
- Sync with other content management solutions
To check if your current content marketing tools have the functionality you need, it’s a good idea to look at your tech stack. A platform with too many tools could overburden your team and resources. Therefore, you should contrast your desired feature list with what each distinct platform offers.
3. Analyze the data handling practices of each platform.
As you finish your research, pay close attention to how each platform gathers, utilizes, and maintains data. Since the success of this tool depends on data, each platform must handle data in a manner that aligns with your company’s standards and client expectations.
For instance, the majority of customers place a high priority on data ownership and privacy. According to a 2021 Cisco survey, 86% of participants care about data privacy, and 79% think privacy affects their purchasing decisions.
It’s crucial to consider the information you’ll need for your company. What if your team’s capacity is exceeded, and your data preparation is surpassed? AI technologies make predictions based on a variety of sources. A disruption in the data flow may skew your content intelligence technology.
4. Choose the features that your team could make use of.
A company needs time to develop a content strategy, put it into practice, and establish processes for content marketing. Any AI tool for content must thus be simple to integrate into your existing workflow and strategy.
Think about how the product will be used by your staff while. Additionally, it’s a brilliant idea to pose inquiries like:
- What role does this tool play in our team’s ability to satisfy customers?
- Can this technology affect corporate goals?
- Are there suggestions from stakeholders we can put into practice using this tool? Consider how this technique can enhance your content marketing whenever possible.
5. Match platform selections to long-term objectives.
Scalability is one of the benefits of using machine learning in content. You might immediately develop AI content or automate procedures. In addition, you are still determining how content marketing will create over the next three to five years.
78% of marketers feel that their sector has changed more in the last three years than it has in the previous 50 years, according to a HubSpot study from 2022.
As an illustration, many companies that sell content intelligence solutions sell different technologies. Researching these technologies and selecting a content intelligence platform is preferable. You can use this as a starting point for future tech stack planning.
6. Create a plan for implementing your content intelligence platform.
Make a plan for installation, training, and usage before using a content intelligence platform. It might be challenging to handle any technology that provides such a wide range of insights.
However, a plan can assist you in ensuring that the team will get the most from this investment. As you make this plan, consider and choose the following:
- Which characteristics are more valuable?
- What skills require more training than others?
- Platform features that are inconvenient and ineffective
This planning approach can help you demonstrate the potential platform ROI. The plan will reach the right audience; The project will support your sales and customer care teams and increase our content team’s productivity. Content intelligence can help you achieve those objectives.
7. Assess the system.
It’s time to test out your chosen software after you’ve reduced your content intelligence options. When testing AI software, there are a few considerations to make.
Test first to see if the software lives up to your expectations. Verify that every feature you anticipated is there and functions as intended. Check if the documentation or support staff can respond promptly if you need help using one of those features.
Utilize your current workflow to test your new content intelligence tool next. Make notes as you explore fresh content ideas, evaluate the effectiveness of your existing material, or revise your content strategy. This can assist you in identifying any faults or defects with the tool.
No tool is flawless, but you want to be sure that the added value you gain outweighs the additional work you’ll have to do if something goes wrong.
For instance, you need help locating valuable materials on subjects important to your company. It might not be the best fit if this tool can’t find the specialty content ideas you require. For instance, you need help locating valuable materials on subjects important to your company. For example, you need help locating valuable materials on topics important to your company. However, because AI is so complex, you should research it before deciding.
Benefits of Content Intelligence
Metrics and reporting – Content intelligence software use extensive data analysis to examine the content produced, frequently in real-time, and can provide marketers with helpful information about the best content produced, its reach, and its impact. This information enables content marketers to make better choices about the content they should concentrate on. Platforms for content intelligence software offer the following benefits:
Content analysis – Content intelligence platforms can also use natural language processing algorithms to evaluate specific pieces of content and pinpoint traits like style and tone of voice. They can also offer suggestions for SEO and other content-related changes to content creators. The fact that data support these suggestions reduces some of the uncertainty involved in content production.
Automation – By utilizing artificial intelligence and deep learning algorithms to assess a piece of content and make judgments automatically, specific content intelligence platforms assist marketers in automating certain portions of the content production and promotion process.
Content management – Since content intelligence needs a lot of data to function, you must deeply integrate the CMS. Many content intelligence systems offer CMS features as well. While some methods can work simply by connecting to Google Analytics, others necessitate a more thorough interaction with the content management system that houses the content.
How Content Intelligence Strengthens Marketing Efforts
These are ways content intelligence helps you, the user
Identifying Your Target Market
According to a poll, creating content that generates high-quality leads is the most significant difficulty facing content marketing teams. This difficulty is mainly because current solutions only give marketers superficial insights like bounce rate rather than actionable information about how their content connects with their target audience.
Contrarily, Content Intelligence was explicitly created for content. As a result, it can reveal which content pieces are succeeding (or failing), how readers feel about the content they’re reading, and what kinds of activities they’re taking in reaction to your articles. These insights can assist you in learning more about the particular demands of your target audience so you can tailor your content to meet those needs.
Making Data-Driven Decisions
The marketing team typically has a lot to do. They need to spend their limited time and resources on compelling content. Your marketing team may get the trustworthy, data-driven insights they need to be more effective by gathering intelligence about your content.
These insights can direct them toward producing valuable content that, most significantly, gets results for your target audience. Your marketing team will undoubtedly feel more confident using certain types of content to represent your business with content intelligence.
Proof of ROI
Content managers must demonstrate how the work of their team directly affects revenue. Many marketing teams use subpar technologies. Many content marketers employ web analytics services but need more information regarding business-driven outcomes like brand effect, ROI, or audience engagement. Only about 60% of organizations receive insights from their content.
Connecting the dots between a piece of content you published and an increase in on-site engagement or a valuable lead arriving through the door is made possible with the aid of your content intelligence platform. Additionally, this will assure you to convince others of the need for content marketing.
Help the sales team.
Almost everyone in your company, even your sales team, can gain from content intelligence. Many of your sales representatives need to get the information at the right time to sell to prospects successfully.
Imagine a salesperson having complete visibility into the pages a prospect reads, the subjects they spend the most time on, and their level of engagement. Is it fantastic if they call them minutes after reading your eBook or other significant pieces of content and get real-time intelligence from your content assets?
Tools for Content Intelligence
While conducting content intelligence is viable, there is software that can automate the process and get findings quickly. Let’s discuss some excellent tools you might employ in your approach.
BuzzSuno
To assist you in learning what resonates most with your audience, BuzzSumo employs a method of research and discovery to gather information on the content produced by your market’s and industry’s competitors.
To provide you with viral trends to capitalize on, business-related content you should consider covering, and target keywords to employ when you start writing, the program analyzes a variety of social media feeds and web content.
Note: Use the extensive search capabilities of this tool to get the most out of their well-liked Content Analyzer.
Contently
The tool owned by Contently, StoryBookTM, is used to assess and forecast the material that will significantly influence your company. This information will then assist you in developing a content plan that follows the interests of your target audience; every piece of advice takes SEO, voice, tone, and brand rules into account. After that, you’ll receive data to illustrate what performs and generates ROI so you can better target your efforts.
Tip: When using Contently’s performance statistics, you can gauge audience engagement and compare it to industry averages.
Optimizely
Optimizely is a well-known enterprise content management system. Optimizely features content intelligence capabilities that offer real-time recommendations for content improvements driven by AI inside the CMS.
Curata
The self-learning engine Curata enables you to find the top-performing content, comprehend why audiences enjoy it, and learn how to produce your top-performing content. Additionally, you’ll receive SEO assistance for content curation and sharing in the most appropriate channels.
Pro tip: To locate and share material pertinent to your target audience, use Curata’s content curation tools.
