Why Content Intelligence is the Next Big Thing in Marketing
There’s a mind-boggling amount of content on the internet, from blogs to social media posts to website content. It’s no surprise brands find it increasingly difficult to grab their target audiences’ attention.
On top of that, marketers are challenged to ensure that their content strategies work. But that’s easier said than done. Monitoring and analyzing all the data available is a monumental task. If you are faced with the same problem, there is some good news for you.
Why? We’ve all heard of and interacted with AI-powered technologies. Think along the lines of speech recognition, intuitive decision-making, and virtual assistants. What if I told you there’s a similar technology specifically for digital marketers? Enter Content Intelligence.
Not sure what that is? Content intelligence (CI) refers to technologies that can help turn data about content into actionable insights. In fact, it can help you improve and optimize your content marketing strategies.
How Can Content Intelligence Positively Influence Your Marketing Efforts?
You know that customers come first in the world of ecommerce. With the aid of Content Intelligence, you can now understand your audience’s needs. More importantly, you can get better marketing insights into the who, what, where, when, and how of your content strategies. With access to user data, you are better positioned to make smarter decisions about the content you’re creating.
Let’s look at the benefits of Content Intelligence (CI) in detail.
1. Deeper Understanding of the Audience
The first step to create a winning marketing strategy is to understand your audience. When it comes to content strategy, the same holds true. It’s crucial to ensure that your content speaks to your audience, especially with niche-specific content. CI can provide useful information about your target audience, identify new audiences, and build more comprehensive personas.
Content Intelligence platforms can, in fact, gather in-depth customer data, such as demographics, preferences, interests, previous interactions, browsing history, etc. By understanding their preferences and behavior, you can create content that aligns with their needs, improve your targeting efforts, and achieve better engagement. This, in turn, will help you generate more traffic for your website.
2. Improve Your Existing Content
Content creation is time consuming. One way to create more content with minimal efforts is to refurbish your old content.Instead of scraping the content you already have and heading back to the drawing board, you can upgrade your content. With Content Intelligence, you can optimize your previously published content as well. CI can help you recognize which content needs to be refreshed by taking a look at the response it receives.
When you see a blog post that isn’t performing well, you can brainstorm ways to refresh it. For instance, you can add keywords effectively in your content, add high-quality images, and add more internal links to your content. Even minor changes can go a long way to help you gain more visibility online.With better insights into content that connects, you’ll be able to save resources by creating compelling content from the get-go.
3. Know Which Channels Your Audience Is Active On
Facebook, Instagram, Pinterest, Twitch, LinkedIn, and more — there are many social media channels out there. While it’s a good idea to stay active on multiple platforms, not all platforms are created equal. For instance, if your target market is mainly gamers, Twitch might be a more relevant channel for advertising your products than Pinterest. Relevance is a key component of your social media strategy.
You need to be the most active on platforms that your audience uses. By leveraging Content Intelligence, you can figure out which channels your audience is most active on and where they are most likely to engage with your content. This, in turn, can help you channelize your marketing efforts on the right platforms.
4. Provide a More Personalized Experience
Did you know that 84% of consumers consider customer experience equally important as products and services? In fact, they are even willing to pay a higher price for a better experience. One of the best ways to improve customer experience is through personalization. Each customer is at a different stage of the buying journey. So, they are looking at a product with different intent. One user may still be trying to learn what the product does while another one may be comparing prices already.
With CI, you can identify the pain points of each user and personalize your content so that it appeals more to them. For instance, you can leverage intelligent chatbots to send personalized messages to users. This can guide users through the sales funnel.
You can also leverage omnichannel marketing to boost your conversion rate. For instance, you can send personalized emails and SMS or texts to keep your audience engaged. Through this strategy, you can also redirect them to your website or social media channels.
5. Find Out the Best Time to Post Content
Creating shareworthy and engaging content is only half the job. If you want to reach out to your target audience effectively, you need to work on content distribution. However, it’s more complicated than just posting your content on social media. To get the best response, you need to know when your audience is online. By posting at the right times, you can get more visibility and engagement.
With CI, you can leverage data to find out which weekdays your audience is most likely to check your content. You can also find the best times to post content on social media.
Of course, there are various studies on the internet that can tell you the optimal posting time. However, that information may differ based on your industry and target audience. With CI, you can find out exactly what works best for you.
Are You Ready to Get Started With Content Intelligence?
Content Intelligence is a relatively new area that is still evolving. But even in its infancy, Content Intelligence can help you analyze data, automate tasks, and make data-driven decisions.
With CI at your fingertips, you can ensure that you are streamlining your efforts in the best possible way. CI can help you optimize your previously published content and even plan new content.
Author Bio: Shane Barker is a digital marketing consultant for 15 years with an emphasis on Influencer Marketing in the last 5 years. He is specialized in sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, Influencers with digital products, and a number of A-List celebrities.