Take a second to think about marketing trends during the past 7 to 10 years. If you could have cracked the code for leveraging SEO, social media or PPC back then — before anyone else, imagine the power you would have had to squash the competition.
The opportunity to get ahead with the next marketing innovation doesn’t come often because the benefits are not always obvious. In the early days of Facebook and Twitter, few marketers would have predicted the influence they would have over marketing and sales.
However, today, content intelligence provides exactly that type of opportunity. Content intelligence, driven by artificial intelligence, fills the relevance gap many marketers strive hard to achieve.
By pulling from multiple data sources and applying advanced analytics, content intelligence gives you a more comprehensive prescription for developing content that gets you closer to your customers and prospects.
With content intelligence still in its early stages, leveraging it now could be the game-changer that gives your brand a competitive edge before this innovation goes mainstream.
Here are 6 secrets about content intelligence you need to know now.
1. Content intelligence zeroes in on marketing’s biggest challenges. According to Econsultancy, only 22% of businesses are satisfied with their conversion rates. And many are falling short of the personalized experience that customers and prospects are demanding.
About 80% of respondents to an Epsilon survey said they would be more likely to purchase from a brand if it offered a personalized experience. In all, 90% of the respondents reported that they found personalization highly appealing.
But many brands are not quite meeting their expectations, according to Accenture Interactive. Of 8,000 consumers surveyed in 2018 about their interactions with brands, 48% said they had left a business’ website because of a poorly curated experience to make a purchase elsewhere. That number climbed from 40% in 2017.
If you’re able to make significant inroads in delivering personalized experiences by 2020, you can expect to increase profits by up to 15%, according to Gartner.
The key to gaining those types of results lies in your ability to understand customer intent — an area that content intelligence addresses by giving your content strategists actionable insights on the type of content that will drive your customers and prospects to engage at every stage of the buyer’s journey.
And that leads us to another secret you need to know about content intelligence — how it works.
2. Content intelligence gathers more relevant data. For decades, marketers and others in the communication business have been pursuing the answers behind these six questions: Who, What, When, Where, Why and How.
Content intelligence provides those answers by taking an analytical view of an organization’s content activity. It then provides information back to the marketer on how the performance of that content can be improved in areas such as:
- Target Audience
- Consumption Type
- Messaging Themes
- Competitive Framing
With those type of insights provided in real-time through content intelligence, your marketing team will be equipped with a roadmap on how to develop relevant content that resonates with your audiences.
3. Content intelligence gives you options besides Google Analytics. Although Google Analytics has been incredibly effective in fueling content marketing strategies for the past decade — or however long you have been using it, you need more to stay competitive.
With the demand for personalization getting more intense, you need a strategy that gives you a 3D image of what’s going on with your targeted audiences. This means a comprehensive view of audience preferences as well as their browsing and interaction habits beyond your site.
Content intelligence gives you those insights by capturing more details about your customers’ digital interactions with other brands and across their digital footprint.
4. It boosts your most effective marketing tool. Many marketing teams have come to recognize the benefits of content marketing. It has quickly emerged as the most effective marketing strategy for many companies, producing three times more leads than paid search advertising, according to the Content Marketing Institute.
By increasing the effectiveness of your content marketing through content intelligence, you’re able to deliver more personalized experiences for your customers and prospects. You gain the tools needed to focus on producing content that works.
5. Content intelligence helps you gain efficiencies. Measuring the effectiveness of digital marketing campaigns has always been the key to determining marketing ROI. Companies have primarily focused on an array of metrics, such as interactions like open rates, click-through rates, downloads and, ultimately, sales.
Increasingly, companies are looking at efficiencies and cost savings, according to the State of Digital Content 2018 released by Altimeter. The study showed that 23 percent of companies are now measuring these factors.
Content intelligence delivers on both by streamlining the content marketing process. By seamlessly pulling in data and producing highly relevant cues on how to design content and when to deliver it, your marketing team can spend more time executing the right deliverables instead of second-guessing your strategy.
6. Content intelligence will help you pick the right mix of channels. Your audience wants a more personalized experience, but that requires you keeping up with their elusive browsing and shopping habits. And those habits are constantly changing.
For example, within the past months and years, consumers’ tastes have been trending toward video consumption, more transparency in interactions with brands and personalization, according to statistics compiled by the Marketer Insider Group.
With content intelligence driving your marketing strategies, you’ll be able to more accurately determine where and when to connect with your audiences. Without those insights, your messages will be less effective in reaching customers and prospects at the times they are more likely to engage.
By gathering the right intelligence about your audience, content intelligence gives you the ability to achieve more results without working harder. Consider it your secret tool to gaining an advantage over your competitors.
Contact Vennli for more information about how advances in content intelligence technology can be applied to your business.