Content intelligence (CI) is undoubtedly the hottest trend in content marketing right now thanks to today’s advances in technology. Though, we’re not talking about those dreadful data sheets you spent hours making by manually compiling competitor insights. We’re talking about technology that draws information from things like artificial intelligence (AI) and big data to give you actionable knowledge about your competitors—or even influencers in your industry—to optimize your content strategy.
Imagine: you’ve spent hours researching and creating a blog you think your audience will respond to—only to find out it wasn’t right for your consumers, it wasn’t shown to the right people, or with social media’s tricky algorithms—it wasn’t seen by anyone at all.
The truth is, 44 percent of B2B marketers and 51 percent of B2C marketers are having trouble capturing their audiences attention, according to both the 2018 B2B and 2018 B2C Content Marketing Benchmarks, Budgets, and Trends—North America reports. In a digital age where unfollowing and unsubscribing comes at the click of a button, content marketers can no longer create content based on intuition if they want to remain successful.
That’s where content intelligence comes in. Yes, we’re telling you there is technology that can actually solve some of the challenges we as content marketers run into every day—like lack of time, not knowing what to write about, or most importantly, which topics are right for your audience.
As a necessary competitive advantage to break through the content clutter, it’s important to fully understand what CI is, and how your brand could (and should!) be using it for easy content creation.
First, let’s break down what content intelligence is and its value to content marketing.
What is Content Intelligence and why is it valuable?
Content Intelligence Defined
Content intelligence is most often defined as systems and software that relies on data and transforms it into actionable insights to improve your content strategy and tactics. It’s important to note that while CI draws information from things like big data and artificial intelligence, it is neither of those things.
“Content intelligence…is technology that helps content understand itself—what it’s about, how it speaks, how effective it is at accomplishing certain goals, what emotions it calls to mind, etc.” – Ryan Skinner, Forrester
It allows you to have data-driven guidance for your content strategy based on material that’s proven to be successful (and, in some cases, can even automate informed decisions or predict engagement), rather than adjusting your strategy purely on intuition.
Why continue writing about things you think will resonate with your consumers, when you can write about topics you know they already engage with?
In a highly saturated content market, the only way to be successful is by providing valuable, sticky information that will break through the clutter and capture your audience’s attention.
The Value of Content Intelligence
As the digital landscape continues to flood with millions of posts published every day, consumers are increasingly demanding high expectations for brand experiences. In fact, according to Rapt Media, 63 percent of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.
Content intelligence is the technology that can allow your brand to publish highly-relevant information to your niche market and provide your target audience the value they’re looking for. Not to mention, it solves some of the current pain points for content marketers, like boosting efficiency, knowing what content to refresh, and giving you exactly what to write about based on what is performing well.
For example, one way PowerPost uses content intelligence is by allowing you to see top performing articles on social media from competitors who you choose to add to your intelligence dashboard. Thus, allowing you to know what topics are resonating in your industry.
That’s right, no more scouring a competitor’s social pages and adding up all the numbers to compare insights—the tool does that for you. We’d say that’s pretty valuable technology—wouldn’t you?
Now that you know what content intelligence is and how it allows your brand to gain a competitive edge, let’s take a look at how it can be used for easy content creation.
Easily Create Content With Content Intelligence
What’s that saying—‘time is money?’ As content marketers, we’re always being pressured to put out new, relevant content at scale, as quickly as possible. Below are some ways you can use content intelligence to help boost your efficiency and easily create engaging content.
1. To Determine What to Write About
Writer’s block is a content creator’s fiercest enemy. Nothing’s worse than showing up to a pitch meeting empty-handed. *Cue the stress tears.* Let’s face it, constantly trying to determine blog topics or social media themes and pumping out new, relevant information is hard. But with content intelligence, it doesn’t have to be. *Cue the happy tears.*
As mentioned above, PowerPost allows you to analyze what content is over-performing across social media by any keyword(s) or competitor you add to your intelligence dashboard. You can use that information to make informed decisions on blog topics or content buckets your brand should be writing about. Maybe, there’s a different approach to be taken based on what’s proven to perform well.
By searching top performing articles by competitors, you may also find gaps in your content if something’s being covered by them that you haven’t touched on. Or, maybe you both touched on the same topic, but their article is receiving more engagement—it allows you to analyze ways to expand upon whatever the topic may be and make it better.
This all sounds great, but it would be nice to have something that also predicts future engagement on a topic, so you can get ahead of it before it’s trending.
We thought so too, that’s why our CI integration utilizes AI to predict future engagement based on how it’s currently performing—ultimately helping to proposition you as a thought leader.
By eliminating some of the guesswork on what you should be writing about, you can spend more time optimizing your content and capturing your audience’s attention.
2. Determine What to Share
Searching keywords or articles to see what’s trending or getting good engagement across social media than creating a post and distributing it can take a lot of time—time that content creators really don’t have.
By utilizing PowerPost’s intelligence dashboard you can see what articles are being shared the most across Twitter and Facebook from influencers you choose to add, then quickly save the article to your library and schedule it on your desired channel—all within minutes.
Say hello to efficiency at its finest!
You can even find valuable information, click through to the article itself and easily integrate it into your email newsletter to help inform your consumers of relevant industry-related material.
Knowledge is power, and knowing what to share combined with the ability to easily schedule and distribute that content all in one place is a powerful advantage over your competitors.
3. Determine What Evergreen Content to Refresh
An easy content piece when you’re running low on topic ideas or have little time is finding ways to update evergreen material you’ve written, or share relevant evergreen content from influencers with your audience.
But, how do you know which content is up to date that should be refreshed?
Tools like Buzzsumo allow you to search trending articles by competitor or keyword—and sort them with an “evergreen score.” A high evergreen score means that the article is still being shared well after the publish date, so there’s a good chance it’s still relevant to your audience.
Another simple approach could be going through your blog archives looking over evergreen articles from six months ago and determining a different angle that would bring the material back to life. Just because something is evergreen, doesn’t mean it’s always attention-grabbing.
It’s also important to tweak a few things before resharing. You can even use platforms like Headline Analyzer by CoSchedule to make sure your blog title is optimized to grab the reader immediately. The tool uses data from the web to analyze word balance and length to help drive shares, traffic and engagement. Simply enter your suggested title, and the tool will polish it up!
“You can’t win in the digital era with industrial-age technology.” – Adobe
Content intelligence is the closest marketers can get to having a crystal ball into competitor and influencer insights. It helps alleviate some of the challenges that content marketers run into on a daily basis and provides an important competitive edge for your brand. We think Adobe said it best: “You can’t win in the digital era with industrial-age technology.”
It’s time to ask yourself, with all the advantages this new technology provides—why aren’t you using content intelligence for easy content creation?
Thought this article was interesting, but need some statistics on CI to legitimize including it in your strategy? Read these stats that will make you want to invest, here.