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Every brand launches with the admirable intention of producing valuable, useful, and audience-focused content, publishing it in the appropriate channels, amplifying it on social media, and then reviewing content performance through analytics. and adjust strategy and tactics accordingly.
Almost every brand scores high on the first three steps, then fails disappointingly on the last step: learning from its content intelligence.
This is usually not the result of a lack of appreciation for the importance of analytics and audience insights, but rather one or more of the following:
- Time and resource limits: “With so many activities to do and goals to achieve, we just don’t have enough hours in the day.”
- Management pressures: “My boss is determined to publish 30 blog posts a month rather than focusing on half the quantity with top quality.”
- Choose old content formats: “We have all these great PDF guides, but they can’t be followed as effectively as web formats.”
Content Marketers Need Analytics Too
Analytics and insights aren’t just for demand-generating marketers; they are also essential for content creators and designers.
When you have the information you need to truly understand how your readers interact with your content, you can begin to understand how to optimize it for better results. That doesn’t just mean UX either, it means improving your copy, tone of voice, and word choice. For designers, this means more efficient layouts and graphics choices (like ditching PDFs).
In an effort to get in front of as many eyeballs as possible, content creators get sucked into “create more content faster” mode, but it’s absolutely crucial to incorporate regular post-release content reviews into your routine. This will not only help you improve every piece of content, it will make you a stronger and more effective creator over time.
It’s about serving your audience better
Leveraging content intelligence allows you to understand everything about a piece of content, as well as how all of your content relates to create your customer journey. This helps optimize your content operations and gives you valuable insight into what’s working and what’s not.
Content intelligence is the future of content marketing. This is essential if you want to know what content to produce, share, update and promote. This may generate sales and/or leads; engage current customers, prospects and influencers; and increase brand awareness.
Demonstrating authenticity and credibility is essential to your brand’s success, and content intelligence helps ambitious marketers develop and refine a more human voice that resonates with current and potential customers.
Let’s dive deeper into how content intelligence works and why it’s so important.
Reach the right customers
Vanity metrics like shares, likes, and traffic can elicit appreciative whispers in meetings, but they won’t necessarily tell you whether your content is effective or not. You have to dig deeper.
Every time your target audience interacts with your content, it leaves clues about behaviors and preferences. By uncovering deeper insights through content intelligence data, you can really get to know your ideal customers. You can find out what they like and dislike, which influencers or thought leaders they admire, how they’ve interacted with your brand in the past, and much more.
By using this information in your business and marketing strategy, you can give your customers the content freebies they actually want to receive. So instead of giving them a sloppy one-size-fits-all sweater that everyone has on the street, you can give them a super comfy top made of their favorite material, dyed in their favorite shade of blue. , and looks a bit like the one they were looking at a few weeks ago.
Prove a clear return on investment
Every marketer struggles to prove their ROI. So if you’ve ever faced skeptical stares in the boardroom when explaining why your latest e-book will be the perfect content to engage your notoriously hard-to-reach audience, content intelligence is for you.
Rather than relying on pageviews and bounce rates to prove ROI, content intelligence gives you a much clearer picture of which aspects of your collateral really resonate with your prospects – the video that captures their attention, the calls to action that connect them.
By accessing this valuable engagement data, you gain actionable insights that allow you to create the best possible content for your customers and business goals. You’ll know how to spend your marketing dollars wisely and stop spending on content that isn’t working.
Work more efficiently
Let’s face it: you and your marketing team have a lot to do. You can’t afford to waste your time and energy on content that may or may not be effective.
Using content intelligence eliminates much of the inefficient guesswork that bogs down marketers today. It guides content creators and designers on the right path to creating meaningful content that is ideal for the target audience and that drives results.
As we established with the sweater analogy, a one-size-fits-all approach to content production and delivery won’t help you achieve your goals. All of your prospects are at their own stage of the customer journey, so what may work for one person may not work for another. You need to produce one type of content for leads who are trying to figure out what your product does, and another for leads who are already at the stage of researching competitors and comparing prices.
Armed with the right intelligence, you can more easily tailor your marketing efforts based on the content the prospect has already consumed. So if you need to improve customer experience and stand out from the crowd, using content intelligence to drive and inform your personalization is essential.
Support your sales team
Your sales team needs you! It needs you to provide the content that prompts prospects to click the link, submit their contact information, pick up the phone, or send the email. Sales need you to provide them with information and contextual information that will help them turn this call into a conversation that prioritizes the right information, one that focuses on the right topics and the right triggers to lead to another new one. customer.
Content intelligence allows you to be the eyes and ears of sales reps, and the team will thank you for it.
Prove and increase the value of your content marketing
So the next time you’re fighting for your corner in the boardroom or approaching your finance team with a budget request, think about how much easier your journey would be with content intelligence to back you up. Next, consider how effective your content marketing strategy and activities would be if you could replace guesswork with accurate audience insights and no longer miss important data due to the use of legacy content formats. such as PDFs.
You don’t have to “go viral” or flood your audience with content just for the sake of it. You need to equip and empower your team with the content intelligence that will take you, your team, and your brand to the next level.
More content intelligence resources
How Content Intelligence Can Boost Your Business [Infographic]
How to Beat the Competition with Market Intelligence on Content, Positioning, and Leads