Your customers want more from you. And, by all appearances, they will increasingly demand more from you — at all stages of their experiences with your brand.
By 2020, customer experience is projected to take priority over price and the product as the key brand differentiator, according to a Walker Research study
And, based on the Adobe Experience Index, consumers said the No. 1 experience they want from brands is this: “Know and respect me.”
That’s why delivering on personalized customer experiences has become one of the leading challenges facing marketers. No longer is it enough to implement strategies that are based on basic analytics and a gut check about your customers’ needs and wants.
With the increasing demand for a seamless customer experience, marketers are looking at content intelligence to guide them in developing a more effective content strategy; one that is based on more informed insights about their customer.
Here are several ways content intelligence, one of the leading innovations in marketing, can help you win over your customers and prospects.
Deliver actionable insights based on customer data. To start developing a more effective content strategy, one that is designed to help you better engage with your customers and prospects, you need better insights about your customers. As an AI-driven tool, content intelligence has the ability to pull in more sources of customer data to give your business actionable insights that fuel your overall content strategy.
Most of the analytical tools marketers are currently using have their limitations; they are not able to provide a comprehensive analysis of what customers are responding to, whether positively or negatively. And, they’re not able to give you actionable insights on how to develop a marketing strategy that is designed to heighten engagement at different stages of the buyer’s journey.
With more precise, data-driven customer insights, content intelligence can help you build a more effective marketing strategy
Enhance customer personas. With customers demanding a more personalized experience, it’s essential to know a lot more about who you’re engaging.
At the same time, you need to be able to confidently identify the targeted audiences who are your ideal customers. It’s possible that you’re ignoring another audience segment that would be interested in your products and services.
Content intelligence delivers on those insights, giving you the ability to develop customer personas that are more comprehensive. It gives a full 3D image of the audiences you’re currently engaging and those you should be engaging.
As a result, content intelligence can drive revenue growth. If you’re able to effectively reach customers not included in your original target audience, you gain the ability to start developing messaging that opens the door for more engagement among new segments.
Create highly personalized content for the buyer’s journey. With more actionable insights that guide your content development, you have the ability to increase your effectiveness with writing content that will increase engagement and encourage conversions at different stages of the buyer’s journey..
A content intelligence platform can inform you about the types of content channels that are moving your prospects and customers to conversions, at varying stages. With that knowledge, you can focus your efforts on producing more of that type of content for each of your audience segments.
Content intelligence also can provide actionable insights about what you’re missing as part of that formula, whether it’s a mix of videos, tutorials, social media posts, downloadable ebooks, webinars or other content
A more accurate prescription of what you should be writing to capture your audience’s attention can help you streamline your processes as well as eliminate wasted efforts on content that was produced based on your gut instincts. It can help you establish the right themes for each stage of the buyer’s journey.
Maximize reach through the right channels at the right times. Determining where and when to place content is another area that can be challenging for marketers. You’re probably familiar with the pain of creating engaging content that seems to hit all the right points but fails to gain any traction. Timing and placement can make the difference between a successful campaign and a stagnant one.
Content intelligence can check the performance of your content based on the channels you’re currently using and the timing of your delivery. With more accurate insights about when and where your customers will more likely engage with your content, you can be more confident you’re reaching your audience at the right time on the right channels.
Compare performance with the competition. In business, it’s always a good idea to know how you stack up to the competition. It’s even more advantageous to get an understanding of what competing brands are doing to engage with customers and prospects.
With a content intelligence solution, you are able to gain insights on how competitors are outperforming you with their content strategies. That type of information can give you the ability to be more competitive with your messaging, promotions and other aspects of your content marketing strategy.
As customers become more accustomed to highly personalized experiences from brands, the ability to keep up will become essential. Content intelligence delivers the actionable insights to follow through with a content strategy that is more effective in delivering to their expectations.
To learn more about how content intelligence can transform your marketing, contact Vennli about a demo.