Content intelligence is changing business. It has nearly become a crystal ball to predict strategies for marketing designed today. These predictive insights provided by content intelligence technology can discover unseen opportunities and reveal competitive threats.
New and valuable information provided by content intelligence is crucial to an overall business strategy. So, how can we use that throughout the B2B marketing landscape?
First, I want to share a little about what content intelligence is before I tell you how it will shape the future of marketing.
What is Content Intelligence?
Content intelligence is using data and AI technology to understand the impact and influence of content. It helps companies make data-driven decisions and optimise research-based marketing to maximise a brand's audience.
The mostly automated process of content intelligence filters data, making it actionable by identifying the topics and themes that interest a target audience. This is essential for building brand awareness and driving customer engagement. It tells marketers what their audience wants to hear.
Content intelligence is more than just content analytics. It turns data into business strategies to create thought leadership marketing plans. We're not simply talking about content marketing. This is thought leadership.
Content Marketing vs. Thought Leadership
Thought leadership is often described as content marketing. Yet, content marketing refers to spreading brand awareness through blogs, videos, podcasts, and social media to a targeted audience.
Thought leadership is a way to position an organisation as an industry leader. By implementing a thought leadership marketing plan, a company can tap into the expertise and talents of its thought leaders.
Thought leaders impact consumer buying decisions because their campaigns resonate more effectively with their audience. It is essential to take note that content intelligence is not only about marketing. It's about understanding how AI is impacting marketing.
Why is Content Intelligence Important?
According to Forbes, 17% of decision-makers say the content quality is either "very good" or even "excellent." Does that mean the other 83% of the content is either just "good" or (and I shudder to think) bad?
Content is being published at lightning-fast speeds, which means it has never been more necessary to implement the most effective (and "excellent") content for your business. I'll break down for you what that means.
Here is the amount of content being posted every minute on the top 5 platforms:
- Facebook users like and share over 4 million posts
- Instagram subscribers like over 1.7 million photos
- Twitter users are tweeting over 350,000 posts
- Snapchat users send nearly 300,000 snaps and videos
- YouTubers upload 300 hours of new video
That is a shocking amount of content being published. This amount of published content creates issues for marketers who do not integrate content intelligence into their thought leadership marketing strategies – because their current marketing strategies are becoming ineffective.
What may surprise you is that most organisations are slow to implement content intelligence. While this process requires an immense amount of data analysis to be done correctly, it is a simple concept.
The point of marketing is to be seen. For that to happen, content needs to be in the right place at the perfect time. Content intelligence gives marketers a road map for predicting what and whom to market to, increasing their return on marketing campaigns with future-ready operations.
3 Examples of How Content Intelligence is Shaping the Future
Marketing professionals have to create marketing plans that target specific consumer needs. Marketers goal is to ensure content is viewed by those the brand is trying to reach, rather than getting lost in the online world. Targeted marketing is even more effective when you've established your brand as an authority in the industry.
Because speed to market is essential, a targeted campaign will give you a competitive edge. It will also help distinguish you as an industry leader because you were one of the first to market.
HP, IMP Watson, and Coca-Cola are just three examples of how AI is helping to generate marketing campaigns. So, how is this shaping the future of marketing? I'll take a moment to share three ways content intelligence is doing just that.
1. Content Audits
By using content audits, marketing professionals can view which content generates the highest level of return on investment (ROI). AI-powered analytic tools automate this process, while humans must slow down to define the parameters, such as specific customer information, channel analysis, and competition tracking.
2. Website Analytics
When it comes to reaching a target audience, search engine optimisation (SEO) is essential. When done correctly, SEO is how marketing professionals reach their target audience and rank as an authority in the field. Website analytics tell marketers how well a brand's optimised content ranks online.
3. Competitive Intelligence
This gives thought leaders the insight needed to analyse and better understand the competition's rank in the market. They see how competitors' content impacts the customer base and can view their position in the market versus their competitors.
What the Future Holds for Content Intelligence and Thought Leadership Marketing
With content intelligence, thought leaders are creating high-value content that is data-driven and leads that are conversion-centred. The problem for many organisations is that they have access to big data technology, but they have no idea what to do with it.
That is where thought leadership teams play the most crucial role. Thought leaders know what to do with that data to curate more compelling content and marketing strategies. That has never been as necessary as it is today, in a market saturated with content.
The greatest challenge for B2B marketers is how to differentiate themselves when their competition is developing the same marketing plans and content. AI gives marketers an edge to overcome these challenges.
AI is entering content creation in a way we haven't seen before. The level at which these technologies will continue to be implemented into marketing and content writing is astonishing, for lack of a better word. We have only begun to see what the future holds for the partnership of AI's big data tech and thought leadership marketing.
What's next – entirely AI-generated content? Don't let that idea scare you. It's already here. It's how content intelligence is shaping the future of marketing.
Do any of these trends jump out?
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