Content Intelligence Marketing: Why B2B Companies need it

Prelude

Content intelligence is a strategy that uses artificial intelligence systems & software to process the data generated from pieces of content to valuable & precise insights. The practice optimizes the effectiveness of diverse pieces of content for businesses.

Content intelligence software work on the following principles:

• The software use AI within a certain framework to edit a behavioral analysis of customers & clients

• The system should effectively & precisely be able to process a large amount of data to give the content strategists an idea about:

1. Content trends & efficacy
2. The way clients respond to the pieces of content at disposal i.e. sentiment analysis
3. The voice & the style of the content

• The use of Content intelligence is often connected to the science of big data & artificial intelligence

• Content intelligence is an indispensable asset for creating & maintaining high-quality content for targeted audience

• Ways for companies to achieve content intelligence include integrating artificial intelligence (AI) into the content management system (CMS), customer relationship management (CRM) of their businesses or with diverse Digital Asset Management (DAM) technologies

• A systematic engine can also be a part of content intelligence software so that the content can easily be classified according to the topics or the tags a platform a platform assigns

• Content intelligence software is often sought by marketers, content strategists, UX writers, & product managers

The definition of content intelligence, as given by Hawkeye.ai, is as under:

“Content intelligence is technology that provides data & insights on owned & third-party content to increase results from marketing.”

When planning Content Intelligence Marketing, the B2B marketers need to ask themselves the following questions:

• Who influences the perception of their audiences & their beliefs

• What websites are being researched for by their audiences

• Which pieces of content are being shared by the audiences

• Which trends are being followed by the audiences

• What motivates their target audience

• What their audience persona consists of

Finding answers to these questions virtually answers every question the content strategists might have in their minds about architecting a content strategy & guides them about everything they need to do.

B2B marketing nowadays has evolved beyond gut instinct & to decide about what topics the marketers should cover under their content strategies, the marketers need content intelligence.  Content Intelligence Software help marketers analyze what topics they should cover & what will work in their favor. This is essential because at times what appear like the most obvious ideas are the worst to bank upon.

Modern content marketing strategies are not just about following the industry-specific tends. So, while the entire industry may be discussing only n number of topics, they might be missing on an important topic with huge performance potential; which can be analyzed using the content intelligence software.

In the modern era of Internet of Things (IOTs), marketers need to change their approaches to reach audiences. Consequently, the modern digital landscape consists of immense pieces of content being shared. So, the marketers often need to brainstorm & come up with something different, yet impactful.

The following statistics reveal the importance of having a well-orchestrated & high-performing multi-channel content strategy, which can be achieved using content intelligence software:

• According to SocialPilot, 1.3 million pieces of content are shared on Facebook every minute

• According to Forbes, 500 million Tweets are sent per day on Twitter

• According to web-assets.domo.com 300 hours of new video content is uploaded every minute on Twitter

• According to SocialPilot, 85 million videos & photos are uploaded every day on Instagram
• According to WordPress, the total number of blog posts being published by them every month is nearly 70 million

The marketers need to come up with well-defined metrics & a great content strategy to break through the clutter of dispersed content & content intelligence serves the purpose aptly.

With the advent of big data & new technologies, the application of content intelligence has evolved. The content intelligence marketing is now being defined by the tools that give access to new marketing insights. A content Intelligence platform help marketers in learning about audiences’ needs & identifies the pieces of content that convert. Content intelligence can thus, be used to create predictive pieces of content, and based on the digital footprints of the prospects & their intent data from diverse sources along with the data about demography, technography, firmography, psychography, “fit-data” as well as the data from the research methodologies of the prospects & their past buying behaviors.

Why Content Intelligence is Required

Jolie Miller, who is responsible for creating business content for LinkedIn Learning, quoted the power of relevant content in marketing, as follows:

“What I love about content is it has the power to change people's lives for a second or a day or forever. Great content creates space for people to pause and reflect, and that space is where transformation happens.”

Intrigued? Let’s delve deeper into why marketers need to use Content Intelligence Marketing:

1. It turns Data into Actionable Insights:

As the content intelligence software turns the data of the prospects & existing customers into actionable insights, it essentially enables marketers to prove which pieces of content are effective & why it’s performing well.

Amassing abundant data, the marketers can deduce the positive or negative sentiments that customers might have about specific product features.

Accordingly, the marketers can optimize their reputation management channels to turn the negative reviews of the customers into positive & simultaneously can also focus on improving the loopholes associated with their products or services.

Also, using the tools allows the marketers to envision the pieces of content that might be created to optimize the website conversion rates. Opting for predictive content analytics & vital principles of precognitive marketing, may further be beneficial for the marketers to optimize their multichannel content strategies & thereby, their sales revenues - by creating hyper-targeted pieces of content.

2. It allows leveraging Content to supplement Sales Endeavors:

Analyzing how prospects are engaging with diverse pieces of content can serve as a dynamic tool for marketers. The insights about the most engaging pieces of content can be used to supplement sales endeavors.

Using content intelligence platforms the marketers can provide clarity about buyers’ journeys down the sales funnel. This ensures that sales managers are better prepared & well-equipped to deal with the qualified leads.

By prioritizing the highly qualified leads, the sales teams are not only able to channel their energies towards optimizing sales conversions but are also able to save their times & channelize it towards their core daily endeavors.

Content Intelligence is all about targeting the right people with right pieces of content & understanding the niche-specific audiences one wants to attract.

3. It employs Artificial Intelligence (AI) to several aspects of Marketing:  

According to a study published by attomdata.com, technology is becoming increasingly powerful & by the year 2025, computers will be able to mimic the intelligence of humans. Computers have already started learning from past experiences & data they receive, using the machine learning algorithms.

Content Intelligence Software can evaluate the sentiment behind online discussions by tracking context, sarcasm or emotional statements. They also can be used for online reputation management & optimization.

4. For Improving the Automation Platforms: 

Integrating Content Intelligence with automation platforms ensures that the distribution of pieces of content meant for marketing can be highly targeted to users. Based on their moods, interests, lifestyles & online researching habits, the prospects can be targeted for expediting the sales conversions.

5. It helps in creating targeted pieces of content for accomplishing specific tasks:

According to a report published by the content marketing institute in the year 2016, the average B2B marketers allocate 285 of their total marketing budget to content marketing while the most successful ones allocate 42%. 

It must not be very tough for marketers to understand that users’ at diverse stages of their respective buying cycles prefer to consume pieces of content in different ways. That being said Content Intelligence has to be implemented in the marketing strategy.

Optimizing content marketing by creating exclusive pieces of content to feed buyers during their awareness, nurturing & conversion processes ensures that sales conversions are expedited as well as optimized. When the prospects are fed with the pieces of content resonating with their pain points, they are intriguingly guided down into the sales funnel, in the processes of looking for the solutions to their problems via specific products or services.

Content Intelligence also helps in bridging the gaps between the content strategies of the marketing & sales teams. This ensures that they don’t waste their time by repeating the pieces of information that the prospects already have been provided with, during their research processes. This not only optimizes the users’ experiences but also helps in optimizing the Return on Investment (ROI).

6. Feeding the prospects with right pieces of information at the right time:

Feeding the customers with the right pieces of information at the right time, helps in optimizing the users’ experiences. Optimizing customers’ experiences (CX) is one of the bottom-line goals for many B2B marketers which in turn, help them in optimizing their sales revenues.

 Conclusion

In the fiercely competitive modern B2B landscape, merely guessing & telling stories aren’t a useful tactics. Marketers need to rely on data-driven insights so that they can capture the interests of their prospects & frame an impactful storyline reflecting on brand equity as well as the value propositions of the product or services at disposal, in conjunction with the interest-areas of the prospects.

Kevin O’ Leary, Entrepreneur/ Shark tank Investor quoted: “Business is war. I go out there, I want to kill the competitors. I want to make their lives miserable. I want to steal their market share …"

Content Intelligence can be implemented in creating multichannel content strategy as well as in running hyper-targeted campaigns based on predictive pieces of content. Content Intelligence platforms allow marketers to amass, precognitive as well as real-time insights about the underlying interests of their followers, as well as prospects. Resonating with the interest areas of the audiences, hyper-targeted pieces of content can be created to optimize sales conversions. Content intelligence leverages social listening, too. Thus, marketers can analyze how the audiences engage with the diverse pieces of content on different social media platforms & can deduce which types of content perform exceptionally well on the different social platforms.

Content Intelligence can help in optimizing the multichannel content strategies by fixing the loopholes associated with the existing frameworks. It aids marketers in analyzing the preferred formats in which the prospects want to consume the pieces of content. Accordingly, the content strategists need to create diverse forms of snackable content in the form of blog posts, podcasts, ebooks, infographics, slideshares or webinars. Marketers can also test-run the diverse formats of content & accordingly, can repurpose their multichannel content strategies as & when required.

Furthermore, the marketers can track the alternative niches of their prospective buyers, apart from their core ones. This may be beneficial in running hyper-targeted social media and display ad campaigns as well as in framing specific strategies for retargeting the personas.

Segmenting prospects for targeted marketing is the core advantage of Content Intelligence Marketing. Armed with precognitive & real-time insights marketers can improve relevance for the pieces of content generated by strategically planning them in alignment with the core areas of interests of the users. Tools such as Ceralytics, Content Strategy tool by HubSpot, CONCURED, BrightEdge, MarketMuse, Crayon & Acrolinx can assist the marketers in planning, orchestrating, executing, test running as well as measuring the endeavors of their Content Intelligence Marketing.

We, at Valsys Media, deploy our wealth of knowledge to help our B2B clients with targeted services. Our services such as content syndication, account-based marketing, lead generation, appointment setting services and event promotion, have all been custom-made to help our clients with their universal core bottom-line goals, such as achieving an optimized Return on Investment (ROI), optimizing the users’ experiences (UX) & optimizing the sales revenue.
For the furtherance of a perennially healthy sales pipeline by availing of our services, feel free to contact us.