Content intelligence is the next significant move for digital marketers in the evolving marketing ecosystem in 2021.
Consumer behavior is constantly evolving and hence, today’s top content marketing strategy may not work well tomorrow. No matter how much effort marketers put into a particular marketing strategy, it will not be sustainable for an extended period – given the ongoing uncertainties.
Content intelligence is one of the primary tactics for efficient marketing in this digital era. Many organizations around the world have already been utilizing and benefiting from it. Today, there are several content intelligence tools available to use. Many such tools have worked well in technology and content marketing for many prominent brands.
Simply put, these are the essentials of active content intelligence and are integrated with, big data, artificial intelligence (AI), and machine learning (ML) – to form successful marketing strategies. These tools can support marketing professionals to suggest relevant topics, glorifying headlines, and formulating the overall content.
Even today, content intelligence is a lesser-known technology to many. The platforms consist of tools for every stage of marketing and product life cycle (PLC). This includes brief building, checking errors, CTA personalization, and more.
Besides the internet, a large number of voice assistants and smart speakers utilize anonymized customer data to enhance understanding and workflow in general. Undoubtedly, it works – the relevant advertisements that pop up in social media feeds!
The cookies track the online browsing movements of users to sustain profiles. Brands take advantage of lead scoring to filter out these big data to focus on which image, advertisement, or story is most likely to attract and engage customers at an individual level.
Surprisingly, this process reduces their marketing spends while maximizing the return at the same time. Undoubtedly, the power of content intelligence lies in its purpose – dodging the biases of the marketing technology ecosystem in favor of factual evidence.
However, businesses should not totally dehumanize their functionalities – simply because artificial intelligence and human intelligence go hand-in-hand. The advanced technology that supports successful content intelligence would (any day) require human oversight.
Clearly, marketers need to keep a constant watch of how the behavior of the audience is changing and when. Contents in marketing strategy are required to be tweaked often in order to keep the interest on of the target customers.
In fact, regular scanning is essential to understand if the content is still relevant – to the consumers, market, or the brand itself. Even with the proven marketing strategies, it is a continuous progression – and the evolving consumer persona is always tricky to crack!