Leverage Content Intelligence: Strategic Insights for Business Leaders

Content intelligence refers to using artificial intelligence and machine learning to improve your business's content marketing efforts through data-driven, actionable insights. Your content strategy relies on market research, graphic design, written content, publishing, and inbound tactics that attract visitors to your website.

With a content intelligence platform, you can research how effective specific types of content will perform online, helping you create higher-quality content that drives awareness and boosts your visibility online.

Content intelligence tools enable you to learn about your target audience and find the exact right type of content to create while optimizing it for specific content distribution channels. You can use a content intelligence platform to create blogs to support everything from SEO to email marketing efforts, create a content plan, and measure each piece of content's performance.

These platforms rely on data gathered from various sources, such as your competitors, the web, and your website, to learn more about your target audience. You can perform a content gap analysis to determine which types of content your website would benefit from.

Then, once the content is created, content intelligence tools use AI to analyze it for style, tone of voice, ranking ability, keyword density, and so forth before publishing it online.

But content intelligence doesn't just help create content; it helps you measure its performance to understand whether it's helping you attract and convert customers. Measuring the impact of each piece of content and your overarching content strategy can help you make more effective pieces using data gathered through intelligent technologies.

Benefits of content intelligence software

Content intelligence platforms enable marketers to create more effective marketing content in the form of blogs, social media posts, email content, and so forth. If you already have an effective content strategy, you might wonder if it's worth investing in these tools for your business. Here are a few benefits of using AI-powered tools throughout the content creation process:

• Efficiency: Content intelligence platforms can reduce the time it takes to do market research and develop content.
• Analysis: These tools can analyze individual pieces of content and provide recommendations for improvements.
• Automation: Many content platforms allow you to automate various aspects of content creation using artificial intelligence to help you more effectively and efficiently execute your content strategy.

Every content intelligence platform is different. Some are designed for SEO to help you optimize blogs and web pages so they rank on search engine results pages (SERPs). Other content intelligence platforms focus on measuring the full impact of published content on a website or helping create content throughout data analysis.

On the other hand, more robust content intelligence platforms analyze content, provide actionable insights for improving that content, and help marketers create better content.

At the heart of every content intelligence strategy are data collection, keyword research, content planning, and tracking.

Data collection and competitor analysis

Content intelligence begins with data collection and competitor analysis. Big data analysis allows content intelligence tools to analyze the content available on the web in real-time and provide your team with data that can improve their content, making it better than everything else available.

For instance, if you're writing a web page and want to optimize it for SEO, content intelligence will analyze the top results in SERPs for your chosen keyword to provide you with keywords and actionable insights into what the competition is doing to rank so highly. Many of these platforms also allow you to compare the top results for long-tail keywords or titles to help you determine how different pages might rank in SERPs.

Data collection can also help you analyze email content, giving you real-time insights and tips into what you can do differently to optimize your content for subscribers, different inboxes, and audiences. With automatic research powered by AI, you can learn more about your email subscribers, helping you create more campaigns designed to educate and convert.

Keyword research and optimization

When developing website content, there's no reason not to optimize it for search engines. After all, most consumers begin their search for new products and services online, using multiple sources to compare similar products and ultimately choose which brand to purchase from.

If you want to stay ahead of the competition, you'll need to optimize your website for SEO to attract more website visitors. Unfortunately, not everyone is an SEO expert. While keyword research is easy with the right tools, other factors go into helping a page rank on search engines. Keywords alone won't put you in the top spot on Google, but they can improve your on-page SEO efforts.

Content intelligence analyzes different pieces of web content to identify keywords and provide you with recommendations based on data analysis. You can use these tools to create new content or optimize existing website content to make it more likely to rank in SERPs.

Content intelligence is based on real-time data, which can reduce the time it takes to research keywords, find competitor examples, and begin the content creation process. It will also prevent content cannibalization by reviewing your existing website content and determining whether it will compete with new or other existing pieces.

Content planning and creation

Data collection and keyword research happen behind the scenes; it's taken care of by AI and machine learning techniques that enable content intelligence platforms to provide marketers with useful information to create content.

With these tools, you can plan your content by outlining, defining structure and format, and begin creating relevant, valuable, optimized content. AI-powered content intelligence tools can even help you create these outlines by suggesting titles and headings based on data collection and competitor analysis.

If you want to write a blog on the best shoes for runners, the content intelligence software will use artificial intelligence to create an outline for you. Many of these tools are now using content generators like ChatGPT to improve natural language processing and generation, ultimately improving the quality of the content they produce.

But that's not all. If you've ever used a content generator like ChatGPT, you know how easy it is for them to create written content. While they're still in their infancy and still require human editors and writers to validate their work, many content intelligence tools are using AI content generators to help content marketers create better content.

If you need to incorporate a specific keyword and can't determine where it should go, your intelligence platform may be able to tell you.

Performance tracking and optimization

Content intelligence tools don't stop working once your content is pushed live to your website. You can return to it to review its performance, comparing its position in SERPs to the competition. Content intelligence tools can help you monitor your rankings for various pages throughout time.

It's important to review existing content on a regular basis because SEO rankings are subject to change. The main goal of content marketing is to create better content than the competition, so don't be surprised if you ever get knocked out of the top spot in search results because you're not continuously optimizing your content based on changes in competition and user search intent.

If you notice a drop in rankings, you can return to content intelligence editors and research to re-optimize content based on new data. Running a new report in a content editor will allow you to see how your rankings have changed and identify keyword gaps.

Your blog can be outranked if a competitor puts out more relevant or valuable content. Then, you can use content intelligence software to fight back, allowing you to compete with their new content by updating your existing content to help it rank higher.

Artificial intelligence tools can also be used to create brand new content that you can track and optimize as time goes on. Using competitor data, you can perform content analysis that helps you determine how you stack up against the competition.

Content intelligence can help you improve your content marketing strategy while streamlining all processes involved, from data analysis to planning and content creation. How you use content intelligence will largely depend on internal processes. If you have content marketers within your organization, each team member may be responsible for a different aspect of content creation.

Whether you have one marketer producing content or ten marketers working together as a team, here are a few ways to leverage content intelligence to create more effective content that attracts and converts.

Creating high-quality, valuable content

The best way to use content intelligence is to create content. These tools can help you identify target audience personas while addressing pain points and providing solutions highlighting your brand. Your content marketing efforts can benefit from the time savings you can get by using AI and machine learning technologies to support data analysis, content creation, and optimization.

A robust content intelligence platform can integrate with other content management tools, allowing you to gain a deep understanding of your data, customer behavior, and how to create high-performing content for every stage of the customer journey.

It will also help you incorporate multimedia elements like photos, videos, and infographics for enhanced engagement, suggesting the number of multimedia files you should add to your content to make it more engaging and improve its performance.

Personalization and audience segmentation

Content intelligence can also help segment your audience and create content for each segment, allowing you to create more personalized content based on real data. With the data collected and organized by content intelligence platforms, you can tailor content for specific types of customers, allowing you to attract them by choosing the right keywords and pain points to address.

If you sell accounting software, you might have two different products geared for two distinct audiences: small business owners and accountants. In this case, you'll need to create two distinct types of content that address each segment's pain points and convince them that your product is the best solution for them.

Your content management system can help you analyze various types of consumer and competitive data while providing data-driven insights using artificial intelligence and machine learning to improve the content creation strategy for various audience segments.

In addition, these tools can help you identify other valuable opportunities. Many content intelligence platforms allow you to automatically send relevant information to customers based on actions they've taken on your website by monitoring behavior and initiating workflows without human intervention.

User experience optimization

Optimizing your website for conversions goes beyond search engine optimization. When customers land on your website, you want to lead them through the buyer's journey, making it easier for them to convert from website visitors into paying customers.

These tools can provide valuable insights into your website structure and navigation, helping you determine how to create URLs based on keywords and your existing organizational structure. In addition, it can provide technical SEO and user experience optimization strategies, including page speed insights, with tips for decreasing the time it takes for pages to load.

Other UX content tools can help you see how users experience your website. Heatmaps will allow you to understand website engagement by visualizing how customers scroll through your pages.

In addition, content intelligence helps you focus on mobile responsiveness. These tools enable you to review your website's mobile version to help you optimize it for different screen sizes and devices.

For instance, a program might tell you that specific features of your website aren't loading on mobile, indicating you may need to find a new way to design your mobile version or update existing content to make it more mobile-friendly.

Link building and outreach

Every website that wants to rank in SERPs needs a robust backlinking strategy. A content intelligence platform can help you discover link-building opportunities by gathering data about your competition and where their backlinks come from.

You can also determine which anchor texts your competition uses, the types of websites they target, and which pages are most linked to, giving you a starting point for your own backlinking strategy.

By building optimized, relevant content, you can build a more effective backlinking strategy that makes other website owners want to post or link back to your website, increasing your authoritativeness and helping your pages rank higher in search results.

In addition, a robust content intelligence tool can improve outreach efforts, whether you're trying to build links with guest posts or work with influencers. Analyzing the market and your competition can help you identify opportunities, including influencers who have worked in your niche before.

Social media integration

Part of the content creation process is finding the best determining how to distribute and promote it. You can create a blog, but search engine optimization may take time to yield results. If you want website visitors fast, you should promote it on other various channels like social media. Your content strategy should include a social media marketing strategy that helps you share valuable content online.

You can use social media platforms for easy content distribution, allowing you to engage with your audience and foster conversations that help you build relationships. In addition, you can measure social media metrics for better business insights.

Embrace content intelligence for business success

Build a more effective content marketing strategy with content intelligence platforms designed to help you maximize returns, attract and convert customers, and create more effective campaigns.

Mailchimp's all-in-one marketing suite uses AI to help you market smarter. With real-time visibility into the performance of your campaigns and data-driven insights, content marketers can improve their campaigns in real-time, optimize existing content, and create new valuable content that helps them convert website visitors into paying customers. Sign up for Mailchimp today.