Industry Insights

October Podcast Addresses Content Intelligence in WCM

In the wake of the disruption that has been brought on in the world that we live in today, being up to date on what’s current is crucial especially in the technology industry. Having said that, being in this industry for a couple years now has really opened my eyes on how much we rely on not only the internet but what the internet can distribute in terms of the types of content and how we actually sift through the content to find what we need.

This is where we benefit from using “content intelligence” as the “science of identifying and predicting how to put the right content in front of the right person at the right time.” When you think of content intelligence, think of it being applicable across the entire customer journey. So, at the end of the day, your customer relationship should be organically developed around trust and expertise along with “intelligent content”. It is the vehicle that represents an organization’s expertise in its industry as well as its understanding of the decisions that need to be made. 

But what does it mean when we combine that intelligence into a web content management system and how does it relate to the importance and relevance of not just a platform but as a concept?

In our next podcast, Laura and I will shed some light on the many conversations that we have amongst each other in hopes that we can also help clear the air for you too.

What Does Content Intelligence Mean?

Think of content intelligence as an individual piece of content in its full context. Content intelligence is the system and software that transforms data into actionable insight for content strategy and tactics. It’s the actions that your users are making by engaging with your content.

Gone are the days of single-channel user engagement. Your CMS is a catalyst when it comes to your company growth and finding that perfect separation between content and presentation is key. Instead of your marketing team worrying about how their content will be presented to a user, they can work in conjunction with the structured content within the CMS.

Content intelligence is also becoming a table stake requirement of the leading WCM platforms, as reflected in Gartner’s Magic Quadrant for WCM 2018 which to me makes a lot of sense. With the advent of intelligence becoming more and more prominent in delivering a modern digital experience, the system that houses all of your content should also be able to make use of it in offering up actionable insight on the content while it has it. 

Why Content Intelligence is Important

Your web content management system is the gatekeeper to all of your content so it is imperative that the intelligence matches your content needs especially when it’s used to highly target your audience base.

For example, Forrester reported that a whopping 72% of US consumers online would much prefer using the internet to obtain an answer to a question instead of contacting the consumer directly by email or telephone. So with that right there, it’s telling us that our content needs to be exceptional, as we know.

Also, how can organizations truly understand what their target audience expects from them and how their audience reacts to their content so they can transform more anonymous businesses to known prospects? The answer is not creating more content but working with “content intelligent platforms.” 

Even though content intelligence platforms are specialized in different aspects of content strategy, at the end of the day, they all aim at increasing productivity as well as maximizing the commercial return from content. With a glut of content crowding the internet and reducing the overall impact of content marketing, the combination of automation and data is the only way to empower content creators and enhance content strategy. 

Why Marketers Should Know about Content Intelligence

Bottom line is content intelligence is most definitely the future of content marketing, in my opinion and according to Curata, “the marketing software market is expected to grow to more than 32.3 billion in 2018.”

There was a really great quote that I came across in a blog post from Socialbakers that really puts things into perspective: “The actions our audiences are taking on our content speaks volumes, and we’ve got to listen. The trending adage “content is king” has evolved. Yes, content was king, but that king is dead. There’s a new reign, Content Intelligence is the new king, long live the king.”

Marketers can use automated tools and content intelligence software to bring together data from dispersed sources and apply the information to content to get a more broad understanding of what they’re dealing with. A really great example of content intelligence for marketers is looking at how ScreenShop creates stores for its user via Instagram below. 

Have you seen a really great pair of pants or blazer on a follower or social media influencer that you were just dying to have but didn’t know where they purchased it from?  Well, the new app ScreenShop lets people do exactly that.

“It works by converting any mobile screenshot into a shoppable store. Basically, user’s screenshot an Instagram photo they want to buy an item from and upload it into the app which then generates shopping results for similar items of clothing.”

Ending Notes

Again, content intelligence is more than big data. Marketers will turn towards technological advances, AI and automation to stand out. As this becomes more prevalent, the options are endless.

I don’t want to spoil our episode too much so make sure you tune in to hear all about our conversation and we will also be taking live questions from our audience too! Also, if you have any ideas that you would like us to touch on or if you have topic/guest ideas for future podcasts feel free to reach out to us. We love to hear what our viewers have to say! 

Our Next Podcast: What is Modern WCM Without Content Intelligence — October 26, 2018

Gabriella Pirrone

Gabriella Pirrone

Gabriella is the Digital Marketing Assistant for CMSC Media. She brings a wealth of knowledge from not only a CMS perspective but also content, SEO and eCommerce. She enjoys everything social media and staying ontop of the latest trends in the digital marketing world. 

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