Content Intelligence Network
Living in the digital age, in which anyone who has an internet connection can become a producer and user of content, we find ourselves bumping into a myriad of information that, by virtue of its uncontrollable quantity, comes in the form of raw data that are unstructured and complex.
In order to be able to make a difference in the eyes of digital consumers, who are increasingly aware and demanding, brands must set themselves the aim of a data-driven strategy, or rather, a strategy involving the collection, elaboration and proactive use of data that allows them to excel in managing expectations. This means, therefore, offering the customer what they need the moment before they realize that they need it and go looking for it with competitors.
A data-driven approach allows you to keep the focus on the customer (customer centricity), as it guarantees a direct line of interaction with their needs. This is because the trail that is left behind by such data is like a rainbow that, as legend has it, leads to a pot of gold.
Indeed, these data hide a real “treasure chest” because, generated in line with the habits, behavior and personal attitudes of users, they can provide actionable insights into the reference target. They allow us to obtain statistics that can help us make business decisions that more closely reflect customer needs.
In order to arrive at this result, we need to engage consumers in a mutually collaborative process. To maximize the value of customers, who reveal a great deal about their interests through the choice of content that they visualize on various touchpoints, companies must develop a proactive mentality that identifies the individual needs of consumers. In this way, they can satisfy them by defining a made-to-measure offer (products, services, etc.): only by doing so will we be able to offer a personalized customer experience, transforming customers into leads.
This “relationship” between brands and users must, therefore, leverage the ability to methodically collect data and information, and analyze them periodically, so as to develop plans based on user interests. It is very clear at this point that content, or rather, HTML pages and multimedia files that emerge from the brands’ “forge”, takes on a decisive role in understanding how to communicate with the market.
There is a way to make it more intelligent, or rather, to turn it into a receptor of prompts coming from consumers. This is offered by Content Intelligence (CI) which, with the support of Artificial Intelligence (AI), helps brands’ internal processes to become increasingly data-driven and, therefore, able to extract insights into user interests that are generated by the use of content itself.
At this point, we know that the “raw material” on which to activate Content Intelligence is something that companies already have “in house”, or rather, content (HTML pages and multimedia files). However, we are also aware that this enormous quantity of digital assets that brands find themselves dealing with across different channels on a daily basis becomes a single mass of undifferentiated elements (content chaos), making it difficult to extract value from it.
Among the causes of chaos, Wiley’s book Content Intelligence for Dummies includes a lack of integration on a production and distribution level between the different company departments that work on separate data silos. This mass of informations struggles to take into consideration new recovery and reuse possibilities.
Tidying up, a new lifestyle with Content Intelligence
The fourth edition of the Organization Week promoted by APOI (Italian Professional Organizers Association) has recently come to a close. Thanks to this event, I have had the opportunity to get to know the role of the Professional Organizer who helps people to put their lives in order and reorganize them, both at home and in the office.
It was natural for me to associate this person with Content Intelligence: one of the benefits of CI is precisely that of ordering and rationalizing all content used in different company systems and channels. It is via tags that this system manages to guarantee greater control over content: indeed, AI engines manage to understand the topics dealt with by each piece. Tags are “labels” that classify topics and are linked with users who have shown a preference for such topics.
Marie Kondo, author of the bestseller “The Life-Changing Magic of Tidying Up”, would really like this benefit. As far as she is concerned, living in chaos means distancing that moment of self-analysis and knowledge. “Saying that tidying up transforms your life may seem like an exaggeration,” she writes, “but it’s the truth”. It is in this way that order needs to be brought to companies, because content chaos makes it more difficult to optimize content for an omnichannel customer experience.
But how should Content Intelligence be implemented within your company’s organization? At first glance, this may seem like a difficult and complicated transition. But, in actual fact, it is incorporated into the company’s already existing workflow. This is because any brand that has something to do with content has a content production, publication and distribution workflow.
But how is this workflow structured? Let’s look at it alongside the framework offered by “Content Intelligence for Dummies”.
How the content life cycle is optimized with Content Intelligence
Indeed, it is not enough for the company to take care of the content creation phase. It must also know how to manage and optimize its entire content life cycle, extracting value from it. The analysis and understanding of why, where and how users benefit from content allows for the development and improvement of your brand’s content strategy, improving the customer experience offered as a result.
The content life cycle steps with which to insert Content Intelligence are:
This step begins by focusing on the final objective and on the content’s target. The aim is to define the topics that are planned to be incorporated (these same topics will be reflected in the tags that will be added in subsequent steps).
Once the content has been created, approval must be received from all the stakeholders involved.
After being approved, it is analyzed and “enriched” with tags on behalf of the Artificial Intelligence (AI) engines and editors. This process is developed on the basis of a taxonomy, or rather, a dictionary of topics that has previously been provided.
With its publication, Content Intelligence manages to guarantee a centralized and ordered archive that is able to serve multiple touchpoints.
Thanks to the extraction by AI engines of strategic data generated by the use of content with which users have come into contact (it is clear which people have seen which), the brand is able to verify their performance and obtain a single customer view of the reference audience, which is updated in real time with first-party data on customer interests.
When it has “expired” (referring, for example, to products that are out-of-commerce), it is removed from circulation but must still be traced, as the relative data may prove useful when creating new elements.
Thanks to Artificial Intelligence, CI software is able to automate the majority of operations, such as tagging or omnichannel delivery. This brings about an efficiency in content management and, therefore, enormous time saving for company teams.
An example of a brand that has obtained advantages through CI
Let’s take the case of the well-known brand Pitti Immagine: thanks to the adoption of THRON the Intelligent DAM and, therefore, to the implementation of CI within its internal company processes, it has reduced the time spent on the various steps in the entire content life cycle by approximately 33%, acquiring great agility and efficiency.
Before Content Intelligence, Pitti Immagine’s workflow was organized as follows: the editors, or rather, those who created content, shared files via e-mail or uploaded them to Dropbox; the same was downloaded and then re-shared by other people for approval; finally, it was uploaded once again by the digital publishers to their CMS and mobile applications to be published on the various channels.
This whole series of steps becomes avoidable with the centralization operated by Content Intelligence: the editors upload it to the CI software; at this point, a notification is sent to those who approve it (the moderators); and, once the alterations have been made, the files are moved, with the click of a mouse, to the related folder that the digital publishers draw on for delivery, which is transmitted across all brand channels. This occurs fluidly, without ever having to leave the software.
The content management processes have emerged streamlined: the phases of uploading, approval and publication have been centralized. In this way, content distribution can be controlled, ensuring that there is a single version of each piece of content across all digital touchpoints.