In a digital world, businesses, especially in e-commerce, need to go beyond simply displaying products on a website. Products and services must instead be combined with educational and inspiring content to support visitors in their information and purchase decision phase. But which content do users respond most to? What content makes what contribution to the content strategy? What ROI do specific content elements have? The topic of Content Intelligence is dedicated to these and other exciting questions.
Content marketing can be used very effectively for lead generation, lead nurturing and conversion optimisation. However, in order for marketers to successfully position and promote a brand and its products, they need detailed insights into the usage and acceptance of the content they create. This is the only way they can constantly optimise the performance of their content strategy and also the customer experience.
„Content Intelligence is the use of artificial intelligence (AI) technologies to understand and capture the qualities inherent in any content — its emotional appeal, subject matter, style, tone, or sentiment, for example.“
Source: Forrester Glosary
Content intelligence (often also known as content analytics) focuses on the measurement and analysis of interactions with published content. This includes, for example, blogs, articles, podcasts, videos or product visualisations. This makes content intelligence valuable for all actors and teams that create and publish content, e.g. public relations, marketing, communications and sales.
The goal of content marketing is to deliver the right content to the customer and prospectives at the right time, in the right place. Content must deliver added value to the recipient and provide them with useful additional information in their purchase decision phase.
Content intelligence uses technologies such as machine learning (ML) and artificial intelligence (AI) to analyse the use of marketing materials and identify important trends. This enables marketers to create content that optimises the digital customer experience along the customer journey.
In general, Content Intelligence supports marketers in the following disciplines:
High-quality content is one of the most important factors in search engine optimisation and promises a significant ranking advantage. If the content also appeals to the right users, it boosts the conversion rate considerably.
The right KPIs give marketers the basic, historical data points to track overall progress in content marketing. But which KPIs are the right ones? It is recommended to measure KPIs that have a direct impact on the overall marketing goals, e.g. brand awareness, sales and ROI. At the same time, it is important to consider the overall context between people, technologies and processes in order to be able to make statements regarding the increase in efficiency. Below you will find helpful questions that can be answered by means of content intelligence:
To answer questions about performance and usage listed above, Content Analytics provides comprehensive metrics that can be summarised into the following categories:
Information on the use of digital assets:
Detailed data on a single asset (e.g. image, video, document, 360° visualisation, 3D/AR model) gives marketers insights into effectiveness and helps identify the best and worst performers in marketing communications. Useful metrics include: Downloads, page views, embedding in portals or microsites, use cases, search queries, keywords, tags
Information on user activity:
If you know how your stakeholders use your digital assets, you can optimise the content creation process. For example, based on usage patterns, you can prioritise content and file formats that match your stakeholders' preferences. Useful metrics include: Sign-ups, geographic localisation, use cases, dwell times, bounce rates, conversion rates
Nowadays, digital marketing and sales managers are expected to ensure that every decision is "data-driven". Relevant KPIs should help to also decouple the content creation process from intuitions and pure gut feeling. Content intelligence helps companies to optimise content strategy and collaboration across the entire content lifecycle through relevant metrics.
Content analytics can help companies better manage their marketing budget in the long term by understanding when, where and why user groups access content. In the long run, companies save costs by identifying underperforming content formats early, better planning their marketing resources and automating recurring processes.
Book a free trial demo now and get to know the content intelligence functions of the leading DAM system for brands and retailers in e-commerce and find out which content formats actually have a positive impact on your e-commerce sales. Our experts will demonstrate the functions that exactly meet your team's requirements and answer all your questions about using DemoUp Cliplister.