What is content intelligence and why does it matter?


There is a massive amount of content on the web. To give you an idea of just how much, research suggests that almost 150,000 pieces of content are shared on Facebook each minute – and that’s only one platform. So how do we make sense of it all and use it to our advantage? Content intelligence could be the answer.

Content intelligence is a new technology that uses data to analyse how effectively your content is performing, and allows you to create actionable insights to better inform content strategy and tactics. Gone are the days where you might simply assess how much traffic your posts receive or manually sift through the emerging trends. Content intelligence tools and software have a broader purpose, often related to user intent (the way real people interact with your content).

Content intelligence and technology

Content intelligence combines Artificial Intelligence (AI) and Big Data to help you hone in on the content that will not only get your point across, but help your posts remain the go-to resource for that information. AI is able to carry out some tasks more efficiently and more effectively than a human could, and where content is concerned, it can use data to help automate your strategy. You can use AI-based software to find keywords, determine what to share on social media or produce blog titles, as well as pre-empt what your users are likely to be interested in in the future.

Some firms are also using AI to personalise the user experience. Salesforce’s automation platform Salesforce Einstein examines the content somebody has consumed, how much they’ve consumed and their demographic. As well as serving the user relevant content, it then sends the information to the sales department. This is hugely useful in providing key data to the company and a better experience for the user, all while streamlining the process.

How to utilise content intelligence

If you’re just starting out in the world of content intelligence, there are a couple of ways you might want to use it.

One of the most straightforward applications for content intelligence is to analyse the channels you’re reaching, such as search, social media or desktop vs. mobile. This also means you can identify any content that isn’t gaining traffic through particular channels, and react accordingly.

Content Intelligence data can also clarify any gaps you have in your content. When you know how users interact with your content, you can determine what it is they’re really looking for. For instance, you might find posts that inform users about your products perform best on your site, making this an area of focus for producing more content.

While evergreen content is an important tool for bringing long term leads to your website, content intelligence might tell you that views have slowed down over a period of time. In this case it’s time to update the content to keep it at maximum relevance.

This is all achieved by content intelligence systems diving deep into the data of your existing content, identifying how users engage with it, so as to better steer how to captivate even larger audiences in the future.

Experts on the topic suggest that it can be used to predict emerging trends and discover key marketing opportunities that normal human perspectives wouldn’t always be able to find. It does all this through the existing framework of Big Data that’s growing all the time, which uses advanced analytic techniques in order to gain insights from large volumes of data.

The benefits of content intelligence

  • Improved content distribution

By now you should probably know that you can’t just create a piece of content and expect people to come. Successful content requires more work after the content has been created if you want people to see it. Content intelligence can help you discover what to promote, the channels you should promote it on and the optimal times to promote it. It’s more than somebody suggesting peak times to promote content via ads or social media. Content intelligence makes promotion strategy personalised to your business and its content broken down in to sectors.

  • Customer analysis

Content intelligence gives you the ability to profile each individual customer. By gathering data on your customers from numerous channels such as sales reports, their activity on social media, which content they view and how they respond to it, you can assess their level of engagement and guide them to conversion. Succinctly, you can use this information to pinpoint what content they need to see in order to encourage a purchase.

  • Customer retention

You work very hard to acquire customers, but how do you get those customers to stick with you? Unfortunately, you are always under threat of losing your customers to your competitors. But by gaining a better understanding of the content your customers consume or dismiss, and at what times, you have a competitive edge.

The data you collect can help to predict how receptive customers will be to certain information and offers, and when. So when you make those offers available, they’re more likely to take them up and stand by your business. Or when you launch a certain piece of content at a key time, they’re more likely to consume it, and form an opinion of your business as an expert, leading to greater brand loyalty.

In summary

Content intelligence technology can assimilate Big Data sets on multiple consumers across different channels quickly and easily. You can use this data to gain real insights on the behaviour of consumers in response to your content, marketing materials and more.

The key benefit of content intelligence is that it allows you to create a highly personalised experience for customers, encouraging not only a better content strategy but also more sales and greater retention in the long run. Couple that with the capacity to anticipate trends and shifts in public thinking, and content intelligence is the must-have tool for any marketing specialist active today.

Author bio:

Amy Young is Content Strategist at Ad-Rank Media, a natural search agency specialising in content marketing, SEO, digital PR and native advertising.