“Business is war. I go out there, I want to kill the competitors. I want to make their lives miserable. I want to steal their market share …” — Kevin O’Leary, Entrepreneur/Shark Tank investor
With that quote, Shark Tank’s Kevin O’Leary pretty much sums up today’s business climate — no matter what industry you’re in. Both B2B and B2C companies have seen their operations upended, sometimes catastrophically, in the wake of disruptions brought on by technology and start-up competitors.
According to a list compiled by American Enterprise Institute (AEI), only 12 percent of the companies that were on the Fortune 500 list in 1955 were still on that list in 2016 — victims of market disruption, innovation and creative destruction, as AEI puts it.
Marketing teams also are feeling the burn. That’s why content intelligence is the game-changer that is getting a lot of attention for its ability to revolutionize the way you do marketing.
Here are 5 things you need to know right now about content intelligence to make sure you’re prepared to gain a competitive edge.
1. Content intelligence is not the same as artificial intelligence. With artificial intelligence (AI) getting so much attention, it would be an honest mistake to assume content intelligence is just another form of it, While artificial intelligence can play a role in providing the data needed for a content intelligence strategy, it is not content intelligence. The end goal of content intelligence is to provide you with insights about a broad range of data related to your target audience; it guides you on what it takes to write the right type of content to connect with that audience — and when and how to deliver it.
Picture yourself receiving a highly detailed roadmap from a software platform on the Who, What, When, Where, Why and How before taking the next step. With those types of data insights, you’re equipped to better channel your marketing efforts. You can develop a content marketing strategy that consistently pays off. No more playing a guessing game.
2. Content intelligence platforms can take on many different forms. However, they function as technology solutions that are able to deliver insights on content and messaging to ultimately drive better marketing results.
It’s likely you’re already using some content intelligence in its most basic form. Google Analytics, for instance, provides you with data insights based on the traffic coming to your site, including which content topics people are responding to most and which pages lead to conversions.
Advanced content intelligence platforms have been emerging in recent years to offer more data insights, providing you with a broader picture of what’s going on with your target audience — and why. These insights can provide you with a clearer, multidimensional picture of how to create, deliver and fine-tune your content and how to best spend your marketing dollars.
3. Content intelligence has become a necessity. Although it’s still in its formative stages, more advanced forms of content intelligence are continuing to arrive. Many marketers are reporting that it’s becoming increasingly difficult to reach and connect with their target audience. No wonder. You’ve already heard experts bemoan the fact that there is too much content out there. You’re probably one of them. The key is not to create more content … the key is not even to produce more compelling content. The solution is to give people exactly what they want from you — and exactly when and where they want it. Not only do you need to craft content that elicits a response, you need to appear at a time and in a place where they’re more likely to engage.
With content intelligence — through data gathered from many different sources (not just a few), you gain the insights needed to craft a content marketing strategy and content that significantly boosts your chances of making those connections. You’re able to develop a more intimate relationship with every individual. You’ll be able to “get” them and “get to them.”
4. Time and place are everything. As mentioned before, the data insights you gain from a marketing strategy fueled by content intelligence helps you solve the critical issue of timing and place. This is an area where many marketers fail. They’re producing great content but it doesn’t matter if the right people don’t know where to find it.
Content intelligence platforms can help you answer the critical questions: Where do you place your content at a time where your audience is mostly likely to see it? What are you offering? Sharing? Promoting? With comprehensive data insights, you don’t have to throw a wide net in hopes of catching the right users.
5. More metrics lead to a greater ability to measure your content. Is it working? With a strategic marketing plan based on more relevant metrics, you’re in a better position to measure the effectiveness of your marketing strategy. You’ll be able to respond more quickly — in real time — to changes that need to be made. With greater insights and analysis, you’re positioned to boost conversion rates.
As the content intelligence industry continues to evolve, adoption of the right solutions will be key to marketers getting the most out of content strategies. Reaching your audience is becoming increasingly difficult in a landscape that has become inundated with content. Armed with a content intelligence platform, you can gain the critical insights you need to win the battles coming your way.