Succeeding in the rapidly evolving world of digital marketing is getting more challenging by the minute. To stay ahead of the competition and, in some cases simply survive, you’re expected to implement the advanced technology, strategies, and tools that can help you gain an advantage.
And, on the customer side, expectations are high and getting even higher. They’re now accustomed to Amazon- and Netflix-like experiences that seamlessly deliver experiences and recommendations tailored to their interests. They want brands to understand and listen to them, serving up relevant content every time at the right time.
You risk losing their attention if you can’t deliver.
If your idea of winning in this challenging environment still means becoming more adept at using analytical tools, keyword research, Adwords, email marketing software and social media campaigns, then you need to pivot.
A major shift is coming in the form of content intelligence.
With 2.5 quintillion bytes of data being generated by users every day, content intelligence promises to move digital marketing closer to its fullest potential — by leveraging that data.
Understanding content intelligence
Content intelligence relies on advanced technology, including natural language processing, deep learning, machine learning and other types of artificial intelligence, to analyze the data on the actions, intents, and preferences of your audiences — many things you may be missing with the analytical tools you are currently using.
As a result, content intelligence is able to deliver the actionable insights you need to create a content marketing strategy that’s effective at nailing the right type of content your users will be interested in consuming at the right time.
It gives you the confidence to accurately address the Who, What, Where, When and Why of your audience. You’re able to deliver a more connected experience with your audience. Whenever you connect, they’ll feel as if you truly understand them.
So, now that you know the basics of content intelligence, it’s important to understand why your sales and marketing teams need to invest in it as a strategic way to connect with your audiences.
Here are 6 reasons for adopting a marketing strategy that’s powered by content intelligence.
1. Your content marketing needs a boost. Content marketing is not quite living up to its expectations, according to two recent surveys.On the B2B side, only 24% of marketers considered their content marketing strategies “very successful” or “extremely successful,” according to the 2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs.
The rest of the B2B marketers labeled the success of their content marketing campaigns this way:
- 53% – moderately successful
- 21% – minimally successful
- 2% – not at all successful
Meanwhile, B2C companies reported slightly better outcomes. In the 2018 B2C Content Marketing Trends report from the same group, 28% of marketers described their strategies as “very successful” or “extremely successful.”
However, more than 70% of the B2C companies were not getting the results they had hoped for. The report revealed the remaining B2C marketers described their success as follows:
- 50% – moderately successful
- 19% – minimally successful
- 3% – not at all successful
As your marketing strategies increasingly come under scrutiny for clear ROI, the more difficult it may become to convince company executives to continue investing in them.
Content intelligence reduces wasted efforts by giving you the actionable insights to create the right type of content — and how to deliver it at the right time. It gives you the ability to increase the effectiveness of your campaigns.
2. You can do more with less. Marketing teams have been churning out content in the hopes of getting more engagement. You probably have too, but with mixed results. More content does not necessarily lead to more engagement.
With a marketing strategy that’s built upon content intelligence, you’re able to significantly increase the likelihood of making a connection with your audience by using the right content they’re looking for at just the right time.
And with marketing automation as part of your strategy, it’s possible to bring that unique, personal experience to your audience as part of the hyper-segmentation approach. As a result, it’s possible to gain more engagement with less content.
3. You need the tools to prove MROI. According to recent projections, global spending on marketing communications is expected to climb to $2.1 trillion in 2019 — up from $1.6 million in 2014.
And, as anyone in marketing can attest, showing a marketing return on investment (MROI) for those marketing dollars is never a clear-cut proposition — even with digital marketing, which offers more opportunities to analyze clicks and other types of engagement.
Most B2B marketers (70%) surveyed by The Content Marketing Institute said they could show some form of ROI. But those results were limited to metrics like increased audience engagement and lead generation. Only 51% said they could show how content marketing increased actual sales and only 25% reported being able to show a link to the decreased cost of customer acquisition.
Determining any incremental lift in sales resulting from marketing can be extremely difficult no matter the type of marketing, according to Jill Avery, a senior lecturer at Harvard Business School.
In some cases, she said, success is reflected by customer retention.
“Sometimes, the incremental financial value attributable to marketing derives from its ability to increase customer loyalty and reduce customer churn,” she said. “In this case, managers need to measure how much profit was retained that would have been lost without the marketing program.”
While many of those complexities will continue to exist with MROI, content intelligence promises to cut through the clutter by showing a clear path from the data-rich actionable insights it delivers to the actions taken by your audience.
Content intelligence opens the door to more insights as well as a more effective way to measure your campaigns. It’s easier to make a case for which types of content and strategies are working and why.
4. Getting to your audience is getting increasingly difficult. In the same 2018 surveys of B2B marketers and B2C marketers, a significant number agreed with the statement that “It is becoming increasingly difficult to capture our audience’s attention” in the past year.
On the B2B side, 44% of marketers said that it’s becoming more difficult, while even more B2C marketers — 51% — said that the challenge of reaching their audiences is increasingly difficult.
The mantra “Content is King” gained such loyal practitioners that we’re now dealing with the impact of users being bombarded with content. We have been so inundated with content that our audiences are suffering from the effects of “The Content Shock,” a term used to describe our inability to consume the massive amounts of available content being produced.
In this type of environment, you could produce an excellent, compelling piece of content that never gets your audience’s attention because they’re just not looking for it when you publish it. Or, perhaps, it’s not produced in a way that makes them feel compelled to consume it.
With the actionable insights it delivers, content intelligence is the antidote to The Content Shock.
5. Get smart about marketing spend. Content intelligence also provides a roadmap about how to spend your advertising dollars more strategically. It can analyze numerous metrics to determine what your competitors are doing to gain a larger share of the market.
With those data insights, you can create a more specific formula on what to spend on search, social media, paid advertising, email marketing, and other areas, breaking down where to direct efforts on a mobile and a desktop experience and at the specific times.
6. You’re able to better support your sales team. The sales funnel — the customer’s journey — is not going away. It marks the natural progression buyers take before purchasing your solution or product.
But what if you were able to clearly see which aspects of your content are prompting the behavior that leads to an engagement or a decision to buy? Or the types of content that are more likely to take a prospect further into the funnel?
Content intelligence can provide that type of information so that your sales team is better equipped to identify and engage qualified leads while eliminating the time you’re spending on cold leads mistakenly identified as warm leads.
It’s clearly time to get more from your digital marketing efforts. Contact us for a demo on how Vennli can help you gain more from your marketing strategy with content intelligence.