There exists a lot of confusion about content intelligence, and frankly, even the internet isn’t quite sure how to easily articulate it. Try a google search and you are more likely to return discontent and confused.
Okay, so what is content intelligence (CI) and why should you even care?
The textbook definition of content intelligence is – ‘a strategy that uses artificial intelligence systems and software to process content data into reliable insights about the effectiveness of a business’ content.
Bear with us. It’s not that boring.
Put simply, you utilize the power of AI to create high-value, targeted, and conversion-focused content to get the most out of your content marketing efforts. Not just that, it also involves analyzing content data to create/improve effective content strategy. It could be texts, images, videos – you name it – AI can analyze it with appropriate algorithms and reveal crucial insights.
With content intelligence, brands can create the right content for the right audience at the right time – that leads to increased traffic and conversions.
What are the benefits of content intelligence?
According to research, a whopping 7 million blog posts are published every day. Almost 300 hours of video content are uploaded on YouTube and 300 billion emails are sent every day. It’s easy for your content to get lost in the information flood and not reach your audience.
The focus should be on creating impactful content using data and analytics rather than just dumping hundreds of content pieces out there.
The 4 important benefits of having a content intelligence-led strategy are:
If it’s one thing AI is good at, it’s drudgery and data crunching. It can analyze millions of data points and provide a data-backed approach to deal with content management.
Human teams are great at being creative, and with AI, they don’t have to get burned out doing volumes of number crunching. This means content marketers can be more productive, confident, and successful than ever.
According to research, by 2024, the CI market size is expected to grow to USD 2000 million from USD 485 million in 2019. That’s a CAGR of 32.2%.
The content marketing industry is booming, and if the brands are investing so much money, they expect good returns – in terms of leads, process efficiency, and a future-ready framework.
Content intelligence can help brands make the most out of their content by conducting predictive analytics & prescriptive analytics. That means targeting the right audience with the right form of content at the right time on the right device. Which in turn means better SEO and a higher CTR that maximizes your ROI.
Brand Voice & Social Aspect
Producing quality content and effectively channelizing it with the right audience helps to shape your brand image. A brand that is consistent with its brand voice and language across its content is more likely to gain a competitive advantage. Talking to consumers about a product in old English, at the same time communicating a brand message in texting lingo leaves the brand in a bad light.
Content Creation Aspect
Content intelligence can also help content creators work on a solid data-backed approach to come up with content ideas that were before done based on guesswork. Creators can now know what is working, and most importantly what isn’t working with the audience. That means they can save time from long brainstorming sessions, audits, and manual content organizing, and focus on being creative.
How Does Content Intelligence Work?
There are several AI models that are employed for every stage of content intelligence. There are essentially 3 stages – data collection, deep analysis using ANN (Artificial Neural Networks), and insights generation.
It all starts with gathering data – data collection. Website data, content analytics, social media trends, and more are analyzed using AI. It also includes data on your competition, past content performance, areas of focus. The more the data, the better the prediction.
With thousands of data points at its disposal, AI starts analyzing them. This analysis unlocks several insights such as the idea suggestions, content updates, content generation using NLG (Natural Language Generation). Apart from that, AI can also analyze the tone of your content and highlight emotion patterns. This is achieved by utilizing NLP (Natural Language Processing).
Deep Neural Networks can be used to perform all of these AI-led actions with unprecedented accuracy. And that holds true as neural networks work the best when they are trained with a lot of data. Where traditional AI algorithms struggle to provide higher accuracy even after training over a long period of time, neural networks can predict with higher accuracy even with less training time. The below graph summarizes why ANN is better when training with a lot of data.
There’s no doubt that neural networks can produce content better than any other AI algorithms. A good example of this is GAN (Generative Adversarial Networks). GANs are used to generate ad creatives that resonate the most with the target audience. It’s proving to be revolutionary in the world of creative management. More on this here
This is the part where the magic happens. It’s essentially a litmus test for your content effectiveness. The deep analysis uncovers the areas where your content lags and also highlights the reasons for that.
It also provides insights into your content health. Yes, there’s a thing called content health. Let’s say you published a post ‘Best content tools in the market’. There is little chance that this post is going to stay relevant for a long period of time. With the content volume generated every second, you need an equally dynamic strategy to keep updating your content. AI can help here.
It conveniently points out the content that needs to be updated so that each of your content is getting better with the market trend.
Insights generation is also a great way of finding ideas for new content generation. Content creators have a hard time trying to figure out easy-to-rank keywords that can drive traffic. With AI, they can easily find these ideas to generate purchase intent in the audience consuming their content.
Content With A Context
Content is complex. And assessing consumers’ behavior is even more complicated. AI can help content creators bridge the gap between creating effective content that consumers need in the context of your company’s expertise. With content intelligence, you can invest strategically to get the best ROI for your content marketing efforts. It’s time to scale your efforts, boost your ROI, and make that flywheel turn!
Stay tuned or shoot us a demo request to get ahead of your competition with an AI infrastructure so strong that your business is bound to grow multifold!