MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

Enough has already been written about the changing market in which we do business. We are now in what Forrester calls the Age

of the Customer, with CEO’s worldwide placing “customer-obsession”

at the very top of their to-do list.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

As the balance of power has shifted to an informed, influential and connected customer, organisations have to quickly restructure in

order to stay relevant in a conversation that is shifting rapidly.

It’s time to move the work that’s been completed, forwards, so that KPI’s can be maximised, and ROI

can be properly attributed and measured.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

One of these changes has been dubbed content marketing. It’s a poor phrase, since ‘content’ is too vague to carry much meaning, and the approach is applied to much more than the marketing function.

But despite the normal reservations over new buzzwords, it does describe a meaningful shift. Marketing is no longer a one-way “push” command, but it is best described as “pull” - with customers pulling the information they want, when they want it.

Increasingly, this requires providing customers with the right information with the right message, at the right time, over the right channel. And that requires rich insight.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

Quality content serves to attract, engage and understand customers - serving their needs rather than selling to them. To make things more complex, customer interactions have to be dealt with at huge scale, and in real-time, if the ever-rising tide of expectation is to be exceeded. This is a multi-channel, always-on world, with content becoming the skin of the modern organisation. One approach ties these market trends together.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

In this environment, one approach ties these market trends together; it is called content intelligence. Based on a principle of “You Are What You Read”, it builds detailed and predictive models of customers based on their content consumption. As one of your customers reads your content, anywhere and at any time, you can understand their interests, and what this means about their next likely actions. Brands are becoming publishers, and they have the ability to build a 1st party dataset and then act on it - presenting the right piece of content to the right customer, at the right time, and on the right channel.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

This requires a blend of analytical and executional technology; Natural Language Processing to understand the meaning of an organisation’s content automatically, real-time data processing to determine how content interactions infer the interest and context of each customer, and a robust personalization approach to select and deliver the right message.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

HOW CAN CONTENT INTELLIGENCE BE USED?A leading publisher is using it to understand the emerging context of every audience member, present them with the right commercial offer based on their reading arc, rather than simply the current article they are reading. A leading car manufacturer is learning which of their large audience are likely to be in the market for their new upmarket sedan, before its even launched, by identifying and communicating with those showing a fit of interests and purchase propensity.

A leading broadcaster is modelling their customer based with real-time 1st party data for the first time - calling it “passion points” - allowing them to personalize acquisition and retention messaging based on the individual’s taste and behaviour. And this all drives great results; the customer is better understood, the communication becomes 2-way and relevant, and the organisation is more easily able to solve customer needs with the right product and service.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

Whilst only 16% do it now, 87% of CMOs expect to integrate

every customer touchpoint through a coherent strategy with 5 years.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

When content marketing is discussed, don’t switch off: it is fundamental to you having customer touchpoints that are engaging and trackable. The implications of the shift to brand-owned content on data strategy is enormous. Now you can own the customer relationship much further up the marketing funnel, build detailed and individualised insight, and communicate on a 1-2-1 basis. 87% of marketers agree that they rely on data to do their jobs well. But only 45% report that they have access to the marketing data they need. That gap will close, and in the realm of content marketing it is vital that you start considering how content intelligence can help reveal detailed insight on the individual’s that comprise your audience.

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

Engagement is not as valuable as insight... seeing things in context is more important

than being popular

Most Content Marketers are currently focused on measuring engagement, but that’s not the full story

Brian Solis, Altimeter

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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

Why not join the brands that are driving greater engagement

and insight from their content marketing?

Understand your customers’ interests and recommend the right content to the right

person in real-time, on any channel.

Find out more at idioplatform.com and see how easy it is to get started.