What is Content Intelligence: The Future Of Content Marketing

Content Intelligence

    For years, digital marketers have claimed that content was king. 

    And that the more blog posts you published or videos you posted, the better off you would be in terms of gaining a better search engine ranking and growing your organic traffic.

    The truth? 

    As we get to a point where there is more content available for your target market to view and digest than ever before, it is going to become incredibly necessary to dive deeper. 

    In fact, content teams will have to use additional tools and consumer insights to ensure each piece hits the bullseye every single time.

    Luckily, that’s where content intelligence tools come in. 

    The more information you have to be able to create engaging and informative content, the better it works to promote your business. 

    These special programs are a great way to boost your results and get a better response from your audience.

    Throughout this guide, we will walk you through what this all means and why now is the best time to embrace it in your marketing process. 

    Plus, we’ll offer up the names of a few great tools you should be using right now to improve your overall content strategy.

    Are you ready to learn about content intelligence and why it is the future of content marketing

    Grab a notepad and a pen. Let’s get started.

      What is Content Intelligence?

      Let’s start with the basics. 

      Content intelligence is simply the process of using software programs that utilize artificial intelligence (AI) to predict specific content strategy insights.

      In simple terms, it is a specific type of tool that helps you create better content and eliminates the need to constantly guess what your website visitors want to see you produce.

      There are multiple different types of content intelligence programs, but most provide the same basic ability to help you drill down industry trends and see what is popular at the moment. 

      It can also help with things like keyword selection or give you an estimated guess of how well a particular piece is going to do based on certain criteria.

      For example, say the goal of your content is to attract more leads into your business. Certain content intelligence programs can look at what you’ve written and provide suggestions on how to make this more likely based on typical consumer behavior. 

      Some can even automatically insert keywords and other elements to enhance your content and improve your overall effectiveness.

      However, it’s important to note that you’re still going to have to do some of the work. 

      There’s never going to be a time when artificial intelligence just automatically comes up with a blog post or article on your behalf. The truth is that the technology isn’t there yet to give context and a human voice to the content.

      Perhaps someday this will be an option, but for now the key is to simply use the tools available to find the right keyword, topic, and viewpoints to write stellar content pieces that best resonate with your target market.

      Why is it so Important? The Benefits of Content Intelligence

      So, now that you know what content intelligence software is, you might be wondering why you need it. 

      After all, you’re likely a decent writer or have a team that can handle this type of research for you. What reason is there to dive in on another tool that just adds steps to the content creation process?

      Simply put, content intelligence programs make it easier to always come up with viral content that your audience enjoys

      By analyzing the language you’re using and the topic you’re discussing, the software can help make genuinely insightful suggestions on how to make the whole piece better.

      Furthermore, these types of tools make it easier to dissect and understand what people are talking about right now on some of the largest social media platforms. 

      With this information, you can tailor your writing approach to cover specific targets and really dive deep into what people want to see.

      The end result? 

      Posts that are easier to share on social media, gain more organic traction on search engines, and genuinely position your company as an industry leader in your niche.

      Since most people engaging in content marketing want to achieve all of these things, it makes total sense why the adoption of content intelligence software is gaining traction and why more marketers are jumping on board.

      Content Intelligence Platforms

      Here’s the only downside to using content intelligence platforms: they tend to be sort of costly and it can be hard to choose the right one for your needs. 

      But, in most cases, the pros definitely outweigh the cons.

      If you’re looking for a specific platform to try out, we’ve put together a short list of our favorites. Keep in mind that there are many, many more out there with new ones popping up all the time.

      A few of the most popular content intelligence options include:

      BuzzSumo 

      The main goal of this software application is to help content marketers identify and replicate the most popular content on the internet. 

      As a marketer, this can be a great way to find trending and useful topics to cover in your own writing.

      SpyFu

      If you’re looking to improve your search engine optimization efforts, then you’ll love this content intelligence app. 

      It helps you see what keywords your competition is ranking for and what they’re promoting on Google Ads.

      Curata

      Those looking to scale their content creation efforts will love Curata. 

      This tool is specifically designed for companies who want to increase their strategies and make more pointed decisions when it comes to marketing.

      SparkToro

      Your content is only as good as your knowledge about your target audience.

      SparkToro is an audience intelligence tool that allows you to dig deeper into your audience’s online behavior, tastes, preferences and all types of content they actually consume, share and enjoy.

      With this type of information you will be able to share relevant content for your audience.

      Again, this is just a small sampling of the numerous different content marketing apps out there today.

      How Can Content Intelligence Drive Your Marketing Strategy?

      Now that you know what content intelligence is and why it is so important, let’s take a look at how it can drive your overall digital marketing strategy.

      Creating a guideline for how you plan to use content marketing to your advantage is important. And so is understanding the buyer persona you’re trying to attract with your copy. 

      The cool part about content intelligence is that it gives you a better idea of what people are talking about, why it matters, and how to include those topics in your advertising.

      From there, you can create blog posts and articles that dive into these topics. But that isn’t the only way you can utilize the same information. 

      Other areas where you can use this information to drive traffic and sales include:

      • Paid advertising on social media platforms and Google.
      • Email marketing by choosing topics related to your blog posts.
      • Traditional advertising by understanding the various concepts that mean the most to your clientele.
      • Influencer marketing campaigns.

      And this is just a very short list of how intelligently understanding your content using a specialized tool can really boost your overall digital marketing plan.

      Implementing Content Intelligence In Your Organization

      How do you implement content intelligence into your organization? The whole process starts with talking to your marketing team and determining your overall goals.

      • Are you looking for increased traffic? 
      • Better engagement? 
      • Improved lead generation? 
      • An uptick in subscribers or sales?

       Come up with a few concrete benefits that you’re looking to achieve.

      Once you’ve narrowed down what you want your content strategy to accomplish, you can start looking at the various digital marketing tools available to meet those needs. 

      Some are better at various aspects than others, while certain ones also offer an increased amount of data analytics.

      From there, you can start determining how you want to go about implementing the program into your content writing process. 

      Certain platforms offer the ability to write content directly into the program dashboard, while others want you to upload a completed file or install a WordPress plugin.

      Ultimately, how you find and implement the right content intelligence tool for your marketing plan is really up to how intricate you want to get with data, your software and marketing tool budget, and the end goals of your team.

      Why is Content Intelligence Key to Data Strategy?

      Now that we’ve covered how content intelligence is important to your overall marketing strategy, let’s discuss why it is key to your data strategy.

      After all, the information a lot of these programs use can be beneficial to multiple areas of your business.

      So, let’s put it simply. When it all comes down to it, the more you know about your target market, the better you can cater to their needs.

      While it might just seem like you’re posting content to your website or blog, the truth is that you’re conveying that your company and brand understand their wants, needs, and desires.

      The better you are at showcasing this by using AI information, the easier it becomes to sell them the goods and services necessary to fix key problems in their lives.

      However, that isn’t the only reason to use content intelligence in your marketing. 

      The data alone that many of these platforms provide gives you tons of insights into everything from how you should format a copy to the right word count length.

      By using this data as part of your overall strategy, you can create pieces that are instantly a bigger hit than just trying to go through the process blindly. 

      For the long run, this saves you both time and money by making your brand’s overall approach far more efficient.

      Wrap Up: Content Intelligence and the Future of Content Marketing

      As we move into a new era of digital marketing, finding trending topics and using the right keywords is more important than ever. 

      If you aren’t using content intelligence tools to make this happen, you could be creating blog posts and videos that go unread and unwatched.

      Furthermore, the data analytics capabilities of these types of digital marketing tools are far more robust than ever before. 

      Instead of just relying on Google Analytics to see what your customers and website visitors are up to, there are more opportunities than ever to really hone in on the topics your content covers and what’s trending at the moment.

      Instead, it is far better to embrace this technology and start utilizing the tools available to you, such as the ones we’ve mentioned in this post. By doing so, you can streamline your content creation process and really hone in on what your target audience really wants to see.

      Want to learn more about our data-driven content marketing process? This post shows how we help our clients come up with winning strategies!

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