Content Intelligence Blog

5 min read

How content intelligence is giving marketers super powers

Oct 26, 2018 9:56:06 AM

A bite from a radioactive spider gave Spiderman the ability to leap between buildings, while a government experiment gave Captain America his unnatural strength. It was the Greek gods that gave Wonder Woman superhuman speed.

And, today, content intelligence is bestowing marketers with their own set of super powers. Through content intelligence, you have the ability to execute your content strategy with razor sharp insights. You’re able to see clearly what you should be delivering to your target audiences at the precise times they're likely to engage.

Now that you have been given the power of content intelligence, take a look at the answers to the top questions marketers may have about this disruptive marketing innovation.

Q: What is content intelligence?
A: Content Intelligence takes an analytical view of your organization’s content activity, identifying how well the content is performing and why. It then provides actionable insights, a roadmap of sorts, on how you can improve the performance of your content in the following critical areas:

Target Audience: Content intelligence provides more insights about your target audience. It also can help you identify new audiences.

Persona: With deeper insights about what drives your target audience to conversions, you’re able to better define their pain points, and their wants/needs. It gives you the ability to build a more comprehensive persona.

Messaging Themes: With content intelligence analyzing your content activity, the platform is able to provide the feedback on the best content themes that will engage your audiences.

Consumption Type: Content intelligence guides you on the types of media that your audience prefers to use when engaging with your brand, whether it is a combination of white papers, webinars and blogs on a certain theme or a mix of blogs, videos and infographics.

Channel: Not only will content intelligence provide you with insights about ideal content themes and consumption types, it provides you with recommendations on the channels where your customers are most likely to engage with your content. For some audiences, promoting your content on YouTube and Instagram may be ideal, while for others an email campaign may be the primary channel.

Competitive Framing: With clearer data insights, your brand can more strategically develop a frame of reference that closely matches your audience’s expectations in the industry. It also provides insights on how you stack up against your competitors, and how you can outperform them.

Q: What does content intelligence look like on a day-to-day basis?
A:  On a day-to-day basis, content intelligence impacts marketers' ability to map content to each stage of the buyer journey — for each audience segment. It then gives them the tools to evaluate how well their content is performing and how it can be improved at each stage.

Content intelligence works seamlessly with the efforts of a marketing team, providing insights that help them complete tasks more effectively. Imagine having an intelligent coach that is able to guide your team in all the critical areas that contribute to your marketing ROI, including the following:

  • Understanding what your audience wants/needs
  • Developing a content strategy that makes a connection between your audience’s wants/needs and your brand
  • Creating content that fits your strategy
  • Packaging the content that fits your audience (text, video, infographics, etc.)
  • Sending content at the right time
  • Promoting your content in the places where your audience is most likely to be found
  • Measuring the performance of your content
  • Determining which content themes should be optimized to further boost performance

That’s how content intelligence contributes to your performance. By analyzing the performance of your content, including how your audiences are responding, content intelligence gives you the ability to focus your efforts on developing content that pays off with more conversions.

Q: How does content intelligence work?
A: Content intelligence analyzes the performance of your content. This includes a combination of machine learning, deep learning, natural language processing and natural language generation that processes the massive amounts of data available on the internet to analyze your content and customer behaviors.

Since all of your marketing strategies must be driven by real data to increase its effectiveness, content intelligence fulfills a critical role in guiding your strategy. It helps you become more effective in reaching your audiences.

Q: Is it more effective for B2B or for B2C?
A: Since content intelligence is designed to analyze a company’s specific content, using the data that’s unique to them, it provides the same level of effectiveness. It doesn’t matter if you’re operating in a B2B or B2B environment, content intelligence will deliver insights that can propel your content strategy.

The roadmap that content intelligence provides your marketing team will be highly personalized to address the specific factors of your content marketing campaigns. As a result, content intelligence is designed to drill down into your relevant data to deliver a solution that is specific to your company.

Q: How can content intelligence help me determine marketing ROI?
A: Marketers currently face limitations in determining which aspects of their campaign are contributing to their success … or to their failures. With content intelligence analyzing the performance of your content, you can more accurately determine which aspects of your campaign deserve more attention and, therefore, more budget. It also is effective in informing you about the areas of your campaign that can be dropped.

Q: Where has content intelligence been applied?
A: Although content intelligence is widely considered the latest in disruptive marketing technology, organizations that excel with customer experiences have been using content intelligence as a practice for years. They have been investing in the research needed to understand their audiences, as well as their journeys, to ensure they’re crafting engaging content that specifically meets their customers’ needs.

However, that process always has been time- and labor-intensive. And, even among the most high-performing marketing teams, it’s not always a precise process. Opportunities still slip through the cracks.

Content intelligence is now considered a disruptive technology because it is being embedded in MarTech tools to automate the collection of audience data, analysis of market insights and the recommendation of content plans. As a result, it is streamlining the content intelligence process and producing more accurate insights.

With content intelligence serving as one of your super powers, it’s possible for you to streamline your content marketing process while enhancing the performance of content. It gives you the ability to gain supernatural abilities to connect with your audiences.

With Vennli, you can make that vision a reality. Talk to us about our content intelligence platform and how it can help your brand achieve incredible results. We’re looking forward to exploring the possibilities of content intelligence with you.

Written by Vennli

Vennli is the content intelligence platform that empowers marketing leaders to increase the effectiveness of content marketing for each persona across every stage of the buyer’s journey - from awareness to advocacy. The smart content planning tool combines customer data and artificial intelligence, including insights about what matters most to the target market, to make intelligent content, messaging, and communication recommendations that will attract, convert, and retain more customers.

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