All marketers want a content marketing strategy that helps them generate influence and a large audience. Case in point — “how to develop a content marketing strategy” was the fifth most searched question about content marketing in 2020.
Unfortunately, no concrete formula will help you generate incredible content with consistent results, yet it is essential to create incredible content with consistent results. Competitive intelligence poses a solution to this issue, yet only 23% of marketers leverage it in their content creation strategy.
In this post, discover what content intelligence is, and the benefits that it will bring to marketers leveraging it as a tool to create their own content marketing strategy.
What is content intelligence?
Content intelligence is the process of using software that combines machine learning and AI to conduct market research about the effectiveness of specific types of content to help marketers create a high-quality content strategy that they know will work.
It is essentially a GPS that leads you to a high-quality content strategy that drives leads, conversions, and revenue. You don’t have to guess what will be of interest to your audience because the data shows you what performs well with your audience based on market and competitor analysis.
Why is content intelligence important?
Many marketers use content marketing to communicate with their audiences and draw them in, and content intelligence helps them do so effectively. Some additional benefits include:
- Generating a deep understanding of your target audience and the type of content they enjoy based on competitor data and analysis.
- Data from market research helps you create content that is entirely centered around your users and what they enjoy.
- Gain insight into various content types and how they should be created, like video content intelligence that lets you know actions within videos that drive results.
- AI analyzes content for style, tone of voice, and other important metrics to eliminate guesswork and the trial and error that often goes into creating content.
- Ability to predict the effectiveness of your content based on the historical performance of your competitors.
- Generate authority in your niche through high-quality, informative content that helps you get more visitors, increase conversion rates, and gain visibility in search results.
Content Intelligence Software
While it’s possible to conduct competitive intelligence on your own, software automates the process and generates results quickly. Let’s go over some high-quality tools you can leverage in your process.
BuzzSumo uses a strategy of research and discovery to obtain insights about the content created by your market and industry competitors to help you understand what performs best with your audience.
The tool analyzes a variety of social media feeds and web content to provide you with viral trends to leverage, business-related content you should consider covering, and target keywords to use when you begin creating.
Contently uses StoryBook™, its proprietary technology, to analyze and predict the content that will have the most significant impact on your business. This data will then help you create a content strategy that aligns with your audience interest — SEO, voice and tone, and your brand guidelines are all considered in every recommendation. Then, when you create your content, you’ll get analytics to show what performs and drives ROI to further focus your efforts.
Curata’s self-learning engine helps you discover the best performing content and understand why audiences like it and how you can create your own top-performing content. You’ll also get SEO assistance to help you curate your content and share it in the most relevant and impactful channels.
Crayon’s software provides you with competitive intelligence that will help you use actionable insights to create a high-quality content strategy. You’ll gain an understanding of what works for your competitors, from social channels to review sites, and discover key messaging that performs best that you can adapt to your content strategy.
Over To You
The content strategy you choose to create should depend entirely upon your business needs, but it can become even stronger if it’s made using content intelligence tools. Pick a software option that’s right for you, and begin generating your influence.