If content marketers thought marketing couldn’t get any more technologically advanced, they were sadly mistaken.
Content Marketing has gone through many transformations in recent years. From more of an emphasis on marketing analytics to the increased use of automation, the intersection of content marketing and technology is evolving.
Now, content marketers are looking to dive deeper into the possibilities of what content can do. How can they align their content marketing goals with their business goals in one place? Is that even possible?
Content Intelligence is a prime example of how technology can complement content marketers.
How Content Intelligence Helps Marketers
Content Intelligence represents a set of systems and processes that transform content and business data into actionable insights for content strategy.
It allows marketers to have a comprehensive understanding of a single piece of material. To do this, content intelligence includes four technology-based components to produce a holistic view of content marketing data. These include machine learning, natural language processing, big data, and artificial intelligence.
These components help marketers collect data that informs their content marketing decisions, helps them hyper-personalize content and better structure content to drive more engagement. While each of the four elements are vital to content intelligence, there is one that maximizes the impact of content intelligence.
The Importance of Artificial Intelligence
Artificial Intelligence (AI) is consistently changing form as technology continues to evolve and mature. AI is a process by which devices exhibit intelligence by understanding their environment and working to achieve established goals. According to DemandBase, marketing executives predict that AI will revolutionize their industry by 2020.
When it comes to content intelligence, it is applied in the form of data recognition and tracking. For example, this could involve a CRM that anticipates a contact's likelihood to close or a platform anticipating why your content is driving engagement. This information can then be used to inform decisions and strategize more effectively.
The purpose of AI is to conduct repetitive tasks in a more efficient and effective way. This does not only ease the workload of marketers, but it ensures that all information is collected and analyzed accurately. AI is not the sole component of content intelligence, but it is a most significant application that can enhance the other elements.
Goals for Content Marketers, An Intersection with Content Intelligence
All content marketers have goals. They are creating content to not only engage with their audience and generate high quality leads that drive sales. Content Intelligence empowers marketers to better understand why their content is performing. There are many ways utilizing content intelligence can help marketers meet their most common targets.
Here are a few examples:
It is nearly impossible to acquire any data or generate any leads without a steady stream of traffic. That is the basis of Inbound Marketing. Pageviews allow content marketers to see if they are driving high quality traffic to their website, and to identify bottlenecks where they might be losing out on leads.
However, content intelligence takes this another step further.
For instance, a general goal would be to increase traffic and click-throughs on blog content. By incorporating content intelligence, marketers can compare performance metrics for current and past content to decide which content is actually driving traffic and why.
Marketers could even drill down to social media engagement data to see which content is the most shareable among their audiences. This informs the creation of new content with the goal of driving more traffic, thus generating leads.
The next step is to turn that traffic into qualified leads that eventually convert. Content Intelligence assists you in moving people through your funnels by using live chats and pop-ups.
Depending on the behaviour of your users, offering them the option to chat with a representative (or highly intelligent bot) in real time is a great way to lead them to a conversion. Live chats give them a chance to have their initial questions answered, receive product recommendations, or even be referred to another staff member that can address their needs.
Not only does this process use automation to nurture leads, but it provides useful data about users that can optimize other content intelligence efforts.
Pop-ups are another great way to use the AI of content intelligence practices. These can be in the form of email sign-ups, product recommendations, or webinar advertisements. The goal is to use a program that understands what users are doing on the website that then triggers a corresponding pop-up (location, activity, demographics, etc).
Conversions depend on data. This part of the process is where the deep analysis of data needs to occur. For example, of those who visited a social media profile, which ones went on to purchase items? What is the actual marketing return of email content that includes recommendations and testimonials? How long does it take for users to move through the marketing funnel? Where are they dropping off? These are all questions a content intelligence system can answer.
At this stage, the best way to convert leads is to study as much about them as possible. Are there specific buzzwords consistently used when referring to a product or service on social media? Are there any gaps in content when compared to competitors?
Content Intelligence helps marketers create content that addresses these concerns. Therefore, it puts marketers in a better position to provide personalized content that is adding value to users instead of attempting to force a sale.
Users have made the decision to purchase, however now it is time to keep them coming back. Other than conversions, data is pivotal to building long-term relationships with customers. Content Intelligence helps to connect the dots, increase brand loyalty, and build relationships repeat purchases. Much of this can happen with the offering of discounts and incentives.
What is the magic discount percentage that causes a customer to make a purchase? Is a slogan or advertising message specific to repeat customers necessary? Does it need to include a particular set of words and phrases? How soon after their last purchase are they looking to buy again? Does the content need to be altered to speak directly to this group, and if so, in what way?
Content Intelligence removes a lot of the “guesswork” by putting data in front of content marketers. This allows them to answer these questions with ease by suggesting the type of language, images, or content you should use depending on past performance data.
Content Intelligence In Action
Content Intelligence is the natural progression from marketing analytics, automation, and content creation. It is a blend of content marketing strategy and business intelligence goals. We have come a long way on the journey to better understanding what potential customers are looking for in their content. However, content intelligence bridges the gap by empowering marketers to make smarter, data-driven decisions.
Content Intelligence is constantly evolving to be able to help marketers understand what to share, which content should be updated, content that should be promoted, and how to create broader awareness around this material. Instead of going on a hunch, marketers can begin to feel their content strategies will produce results that meet their goals almost every time.