If you are in digital marketing, it is likely you’re finding it increasingly difficult to get your content noticed. And even more difficult to prove ROI.
Decades after the term “information superhighway” first entered into mainstream vernacular, that digital road has led us to this:
- 3 billion searches on Google per day — up from 200 million in 2004
- 1.5 billion websites in 2018
- 500 million tweets sent on Twitter per day — up from 5,000 in 2007
- WordPress users producing 79.7 million new posts each month
- More than 2 million Snaps shared on Snapchat every minute
- More than 4.3 million videos watched on YouTube every minute
- Nearly 50,000 photos posted by Instagram users every minute
- 1.47 million active Facebook users visiting the site daily
It’s crowded out there. Super crowded. And studies continue to reveal what already has become obvious: People are easily distracted in this digital environment.
The global media agency OMD revealed that the average person switched between devices — smartphone, tablet and laptop — 21 times within one hour.
And the average person is exposed to more than 5,000 instances of advertising and brand messaging each day.
“As consumers, our attention is divided across different screens and multi-tasking so the fight for our attention is tougher than ever,” said Jaime Veiga Mateos, academic director of Market Research and Consumer Behaviour for the IE School of Human Sciences & Technology in an article for the American Marketing Association.
Things will only get worse as more content floods the internet.
You need a navigator that can help you cut through the massive crowds — directing you to your targeted audience at just the right time with a relevant message that resonates with them. A message that prompts them to take action.
Content intelligence has emerged as the tool that can actually do that.
So, exactly what is content intelligence and how will it help you perform your job? And get the ROI you’re looking for?
How content intelligence works
First, a quick definition is in order. As its name indicates, content intelligence provides more insights than what you’re currently working with to achieve your marketing and content strategy goals.
Instead of relying solely on analytics, keyword research and other general findings about your audience, you can use content intelligence to gain more actionable insights on how to address the Who, What, Where, When and Why of your audience.
You’re able to better pull information from third-party sites to find out what they’re doing “out there” — not just on your own site.
And we’re not talking about throwing out a large net for the people who fit a certain demographic.
It’s a more personalized approach to hyper-targeting the individuals within that segmented demographic.
Content intelligence makes use of advanced technology, including artificial intelligence and natural language processing, to gather information about attitudes, preferences, and behaviors.
While the data always has been there (well, at least since the 1990s), marketers haven’t always had the means to leverage it the way they can today.
Advances in technology are making it possible for that information to be automatically pulled and analyzed so that you can receive a recipe of sorts on how to more strategically develop a content strategy that converts.
So, now for a better visualization of how content intelligence can help you do your marketing job — gain more interactions, more sales, more referrals … all the elements of a successful marketing strategy.
Content intelligence in the work environment
As previously noted, content intelligence, which is continuing to evolve, significantly streamlines the process of turning data into actionable insights.
Those insights can include the following:
- Suggestions on where you should be investing your marketing funds based on the highest potential ROI.
- An overview of the top two or three pains your prospective audiences are trying to overcome.
- An analysis of thousands of online reviews to determine the areas in which your competitors have been able to gain an advantage over you.
- An analysis of negative sentiments about your brand and your industry and how to strategically address them.
- An analysis of data from social media sites to determine how you can better engage with your audiences on those platforms.
- Insights on the type of content that eventually leads to conversions.
- Feedback on which online behaviors are associated with users who are “warm” or “hot” leads — and those who are simply browsing, perhaps to gain background for a college term paper.
- Guidance on what type of content you should be writing at each stage of the buyer’s journey to encourage conversions.
- Suggestions on what type of deals to offer based on the weather, user behavior, lifestyle changes, shopping habits, etc.
- Recommendations on what type of content is best for engaging the user — video, long-form, etc.
- A summary of where your prospects are heading after jumping from your site.
- A summary of where your prospects have been hanging out before arriving at your site.
The ability to combine all these insights and use them to drive a better content strategy is the power of content intelligence. It’s allows you to do more with less effort.
With the advantages that content intelligence offers, you can provide a more relevant= experience for users with a much better chance of engaging them at the right time with the right information they’re seeking.
For a closer look at how content intelligence can work for you, contact us for a demo of Vennli’s software. We’re helping our clients get more results from their marketing efforts.