What Is Content Intelligence And Why It Matters To You
Anyone who grew up in the 90’s would have been a F.R.I.E.N.D.S’s fan at some point of time. While there are more than a few classic moments from the show (you even knew some of the dialogues) one of the episodes that universally brought in the most guffaws was the one with Joey’s adoption letter.
For anyone who’s craving for a little trip down memory lane, here’s the clip:
But what does Joey’s letter have to do with Content Intelligence, you ask? More than you would imagine.
Content Intelligence has become a popular catchphrase among marketers and data lovers attempting to find newer ways to market better. Most conferences and marketing events have more than a generous dose of ‘content intelligence’ talks and close on the heels of the ‘big-data wave’, this is the next big thing in marketing. With so much buzz around content intelligence, it isn’t surprising that each attempted definition appears a bit more complicated than the last.
But, what is “Content Intelligence”?
Content intelligence, put in the simplest and most succinct way, is breaking down already created content in order to unlock hidden intelligence that guides the creation of more valuable content in the future.
While the process of applying technology and advanced data sciences to break down text and analyzing it ‘down to the t’ is a complex process, understanding the need for it is far simpler than the task itself. With more marketers and data scientists touting its value on a daily basis, it’s important that organizations incorporate an understanding of what it means to use data to fuel the content creation process.
It acts as an information sieve
A large part of marketing conversations over the last few decades was about disrupting the ‘purchase decision funnel’. However, digital marketing has made the funnel obsolete. Consumers no longer go through such explicitly defined decision pathways before buying a product. Accordingly, information, and a lot of it, is available to them at all points of time.
Makes it pretty tough for someone trying to sell, doesn’t it?
Wrong. Simply because this overload of information works both ways. If consumers have more information at their disposal to help guide their purchase decisions, marketers too have more information about buyers and what they want. Consumers are constantly exposing their preferences to a slew of eager marketers through their browsing patterns, where they choose to spend their time and ultimately through the content they consume. Every additional minute spent on your website indicates interest, every ‘like’ is an affirmation from the audience and every ‘share’ is a stamp of approval.
Content intelligence helps break down all these pockets of unstructured data points and acts as an information sieve that presents to marketers the kind of information that can actually guide real decisions. It helps understand things as basic as what should be the length of the post you create, which format it should be in and at what time it should go out.
As David Geddes, R&D Vice President at Evolve24 very rightly puts it, “Smart content is a telescope to see emerging trends, opportunities, and risks on the horizon. It is a microscope to examine information segmented by audience attitudes, psychographics, or demographics. It can be used for prediction, forecasting, and modeling of market dynamics. It is revolutionizing the way organizations make business decisions.”
Engagement as a sure shot indicator of success
Content that doesn’t result in a real reaction from the audience it’s meant for, is no good. Sounds pretty harsh, doesn’t it?
The good news though, is that while every content piece might not get you a lead or a download, there are other indicators that help you judge whether your efforts have paid off or not. Engagement- likes, shares and comments, are a definite sign of success as they show whether or not your content has left an impact on the reader.
Content intelligence helps break down content by its type, format, sentiment, narrative structure etc. to understand what was most loved by your audience. Learning from this helps you create more successful pieces in the future.
Consumers aren’t looking for content, they’re looking for answers
One of the tenets of content creation, is realizing that what appears as ‘content’ to you is a potential ‘solution’ for the reader. Nobody comes to your site looking to consume content, no matter how beautifully it has been created. What they’re looking for are answers, solutions and a more efficient way of doing things.
In order to create the kind of content that is reflective of the audience you’re creating it for, you need to understand who those consumers are, what they like and identify the patterns that make sense. Every piece of content- online conversations, blog posts, product reviews, product forum discussions, is a piece of data that can be analysed. Content Intelligence allows you to break down all that content to find out what’s working and what isn’t.
The importance of content intelligence is without parallel. It is the answer to the endless clutter of the digital universe in order to reach your audience in a way that is reflective of what they want, not just what you want out of them.
The best content pieces, just like the most loved products, are the ones that solve genuine problems. And when those pieces are guided by the competence of content intelligence, it makes a mark in the audience’s’ heart. Or as Joey would put it, in their full sized aortic pumps.
EpicEnterprise by Epictions monitors your owned and earned content to empower you with content intelligence that is reflective of you and your audience so you can create more targeted content. Request a demo here or talk to us to know how we can help your brand.