Three Ways Content Intelligence Can Benefit Your Business

Modern marketers know the importance and value of having great content. That’s why it’s imperative to have a solid content marketing strategy in place. As inbound marketing has become a dominant force, many lean on content intelligence platforms to fuel their business strategy, shares, Bart Frischknecht, Vice President of Product Strategy, Vennli. 

Content is everywhere. And as marketers, we know the importance and value of having good – actually, make that great – content. That’s why it’s imperative to have a solid content marketing strategyOpens a new window in place for your business.

As inbound marketing has become a dominant force, you’ve likely heard the phrase “content is king” more times than you can count. That said, all content is not created equal. It is critical to ensure that your content speaks to your audience and sets you apart from the competition.  

We’re seeing more marketers implement a smart content planning process and adopt technology with artificial intelligence (AI) to curate the right content for the right people at the right time. These new tools – referred to collectively as content intelligence – can take the guesswork out of marketing by making recommendations for a content strategy based on the integration and advanced analysis of multiple data sources including marketing analytics, marketing content text and images, and customer behaviors and preferences.

Also Read: Avoid the Content Panic Syndrome with Better Personalization

What Does This Mean for Your Content Strategy?

We know that the modern marketer has access to multiple data points. If we had to name the “Big 5” they might be:

1. CRM (e.g., Salesforce, MS Dynamics, or Sugar)
2. Search data (e.g., SEMRush, Google Ads, and other paid and organic SEO tools)
3. Website traffic (e.g., Google Analytics)
4. Marketing campaign analytics (e.g., HubSpot, Marketo, or Pardot)
5. Social listening (e.g., Hootsuite, Sprout, Buzzsumo, or Sprinklr).  
    

Additionally, lucky marketers may have access to primary customer research like surveys and focus groups (e.g., SurveyMonkey and Qualtrics or support from market research agencies). 

All these data points can be useful. However, they can also result in a disorganized web that is hard to translate into effective content, let alone a cohesive content strategy that drives results. A smart content planning strategy – coupled with a well-designed content intelligence platform – aggregates primary and third-party sources in a way that helps marketers make clear, informed decisions on content strategy and then follow up with well-crafted content.

Content intelligence platforms rely on a combination of several AI related technologies – machine learning, natural language processing, big data, and automation – to parse through the relevant data and make content decisions easier. One of the advantages from applying AI techniques to content data is a greater ability to recognize patterns or anomalies that can be key to making better decisions. 

Still questioning how content intelligence can help your content strategy? Below are ways your business can benefit from a content intelligence platform vs. consulting a variety of data sources individually.

Your Content Is More Likely to Connect With Your Audiences’ Desires

We’ve all been there – scratching our heads wondering if we really understand our audiences’ needs and desires. Luckily, content intelligence helps marketers home in on what key topics to share and through which channels during the appropriate stage of the buyer journey. 

In addition to making recommendations around topics, content formats, and promotion channels, content intelligence tools close the gap by providing analytics on how content is affecting customers’ decisions to engage with a brand. Types of insights include:

• Lead quality
• Sales
• Web traffic
• Onsite engagement
• Social media ROI
• SEO success
• Exposure and authority
• Competitor performance.
   

Marketers can better tailor content for specific audiences with these insights.

Also Read: 

What Is Content Marketing? Definition, Types, Best Practices, Benefits, and ExamplesOpens a new window

You Will Achieve Greater Alignment Across Your Organization

The entire organization can benefit from shared goals and a shared understanding of the customer when content intelligence tools are used to capture and communicate content strategy. 

First, using a content intelligence platform allows content strategies to be managed and shared all in one place. This makes your content more likely to be tied to overarching business objectives and allows everyone in the organization to be on board with those objectives.

Second, implementing content intelligence tools in your marketing strategy makes it easier to keep customer communication coordinated and consistent. Internal teams can easily track what content is being pushed out to customers, which leads to having more control over the quality and accuracy of content. Inconsistent messaging can lead to a decrease in brand loyalty and can cause internal teams to lose sight of business goals.

Also Read: 4 Unique Strategies to Level Up Your Content Marketing Game

Your Productivity Will Increase

While producing great content takes time and resources, having that quality content in place will help increase traffic and generate new leads across all channels. With numerous challenges standing in the way, content intelligence tools offer the promise of untangling the web of data and transforming it into recommendations for better content decisions – saving marketers valuable time and providing relevant and reliable input for their content strategies.

The best content intelligence platforms not only produce great content recommendations, but they also make it easier to incorporate those recommendations directly into the content planning and content creation workflows. Additionally, they ensure content plans align with the overall business objectives. Content intelligence gives marketers the tools they need to easily create a content strategy tied to both customer needs and the goals of the business.

The examples mentioned above are just a few ways businesses can benefit from content intelligence. Content intelligence represents a massive opportunity for forward-thinking marketers and executives who rely on content to drive their business. Using digital platforms to prepare, plan, and align your content allows you to stay ahead of the marketing curve – let AI be your competitive advantage.