Customer centricity is top of most CEO's agendas. Content marketing is maturing from buzzword to budget-line. Find out how you can make your content marketing more customer-centric and intelligent.

1. MOVING CONTENT
MARKETING FORWARDS:
CONTENT INTELLIGENCE

2. Enough has already been written about the
changing market in which we do business.
We are now in what Forrester calls the Age
of the Customer, with CEO’s worldwide
placing “customer-obsession”
at the very top of their to-do list.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

3. As the balance of power has shifted to an informed, influential and
connected customer, organisations have to quickly restructure in
order to stay relevant in a conversation that is shifting rapidly.
It’s time to move the work that’s been completed,
forwards, so that KPI’s can be maximised, and ROI
can be properly attributed and measured.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

4. One of these changes has been
dubbed content marketing. It’s a poor
phrase, since ‘content’ is too vague
to carry much meaning, and the
approach is applied to much more
than the marketing function.
But despite the normal reservations
over new buzzwords, it does describe
a meaningful shift. Marketing is no
longer a one-way “push” command,
but it is best described as “pull” - with
customers pulling the information
they want, when they want it.
Increasingly, this requires providing
customers with the right information
with the right message, at the right
time, over the right channel. And that
requires rich insight.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

5. Quality content serves to attract,
engage and understand customers
- serving their needs rather than
selling to them. To make things more
complex, customer interactions have
to be dealt with at huge scale, and
in real-time, if the ever-rising tide of
expectation is to be exceeded. This
is a multi-channel, always-on world,
with content becoming the skin of the
modern organisation. One approach
ties these market trends together.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

6. In this environment, one approach
ties these market trends together; it
is called content intelligence. Based
on a principle of “You Are What
You Read”, it builds detailed and
predictive models of customers based
on their content consumption. As
one of your customers reads your
content, anywhere and at any time,
you can understand their interests,
and what this means about their next
likely actions. Brands are becoming
publishers, and they have the ability
to build a 1st party dataset and then
act on it - presenting the right piece
of content to the right customer,
at the right time, and on the right
channel.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

7. This requires a blend of analytical
and executional technology; Natural
Language Processing to understand
the meaning of an organisation’s
content automatically, real-time
data processing to determine how
content interactions infer the interest
and context of each customer, and a
robust personalization approach to
select and deliver the right message.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

8. HOW CAN CONTENT INTELLIGENCE BE USED?
A leading publisher is using it to
understand the emerging context
of every audience member, present
them with the right commercial
offer based on their reading arc,
rather than simply the current
article they are reading. A leading
car manufacturer is learning
which of their large audience are
likely to be in the market for their
new upmarket sedan, before its
even launched, by identifying
and communicating with those
showing a fit of interests and
purchase propensity.
A leading broadcaster is
modelling their customer based
with real-time 1st party data
for the first time - calling it
“passion points” - allowing them
to personalize acquisition and
retention messaging based on the
individual’s taste and behaviour.
And this all drives great results; the
customer is better understood, the
communication becomes 2-way
and relevant, and the organisation
is more easily able to solve
customer needs with the right
product and service.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

9. Whilst only 16% do it now,
87% of CMOs expect to integrate
every customer touchpoint through
a coherent strategy with 5 years.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

10. When content marketing is discussed,
don’t switch off: it is fundamental
to you having customer touchpoints
that are engaging and trackable. The
implications of the shift to brand-
owned content on data strategy is
enormous. Now you can own the
customer relationship much further
up the marketing funnel, build
detailed and individualised insight,
and communicate on a 1-2-1 basis.
87% of marketers agree that they rely
on data to do their jobs well. But only
45% report that they have access
to the marketing data they need.
That gap will close, and in the realm
of content marketing it is vital that
you start considering how content
intelligence can help reveal detailed
insight on the individual’s that
comprise your audience.
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

11. Engagement is not as valuable
as insight... seeing things in
context is more important
than being popular
Most Content Marketers are currently focused on
measuring engagement, but that’s not the full story
Brian Solis, Altimeter
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MOVING CONTENT MARKETING FORWARDS: CONTENT INTELLIGENCE

12. Why not join the brands that
are driving greater engagement
and insight from their
content marketing?
Understand your customers’ interests and
recommend the right content to the right
person in real-time, on any channel.
Find out more at idioplatform.com
and see how easy it is to get started.