How do you attract visitors in the Internet age?
The best strategy for building an online business in the Internet age, now that consumers have become more demanding due to their digital maturity is, as Robin Good of "From Brand to Friend" points out, to stop "screaming" to be recognized and to begin cultivating relationships, sharing true value and listening carefully to your audience. Content is the means to earn the trust of customers, but if things keep going like this, in a scenario in which anyone can become a producer of digital assets, Content Marketing will no longer be sustainable because we will face a market saturated with content in which the offer will far exceed the ability of the public to read and absorb that content, without a return able to cover the production costs.
If the solution that can make us stand out from other competitors is to transmit quality content that resonates with the audience, we need to understand the real scope of our content and then measure how it is performing. We know, in fact, that a well-designed marketing funnel is able to turn visitors into leads and content turns out to be the best strategy for improving the flow (and therefore profits) within the funnel. The more we are aware of the needs of our users, the more information we have to decide what the right content to pair with them is at each stage of the customer journey and to guide them step by step towards the pre-set CTA (purchase, newsletter subscription etc.)
The goal is to give our audience an excellent customer experience, putting customer satisfaction first, but we must not overlook the difficulties related to the multi-channel: the increased number of devices and contact points requires companies to redesign their communication with the customer, which to always be of high quality must be uniform and consistent.
Why data is important
But what is often the outcome? Brands find themselves managing hundreds of content items but, without a customer centric vision to act as the engine of the entire corporate planning process, the content items remain confined in silos and the transmitted information, which could be useful to various departments, is stuck, preventing companies from operating to the best of their abilities: in fact, to capture the hearts of our customers, we need a documented (and therefore "scientific") strategy based on knowledge of their real interests.
The idea that data is the "new oil" of company business is beginning to permeate companies, but that's not enough: Forrester's report reveals in fact that 73% aim to become data-driven, but only 29% are able to transform the insights derived from data into actions that drive the business. But we need not despair, we have a powerful sieve for data collection: technology, in particular Content Intelligence (CI), which is simply Artificial Intelligence applied to content.
Its ability to analyze and extrapolate data about the interests of the users, from the use that they made of the content, fits into the "groove" created by modern marketing that, unlike traditional marketing which used to launch mass messages into the ether, aims at one-to-one communication with customers which leverage the needs of each specific user, with a personalized message that is consistent across all channels and whose effectiveness and ROI can be measured.
CI in a company, a short to-do-list
Getting down to specifics, how do you implement CI in a company? You start by implementing an assessment that tracks all the content published by the company and organizes the workflow of content production, publication and distribution: a process that follows its entire life cycle and is shared with all departments and stakeholders. To improve the content classification system, you then set up a taxonomy (a tag dictionary) that is beneficial to business objectives. Once these basic operations have been set up, maximum value can be derived from the produced assets: the Artificial Intelligence engines associate the topics of the displayed content to the person who benefited from them, obtaining valuable data about their interests (and this is in real time!).
At this point a virtuous circle is activated, thanks to CI it is possible to:
- improve the customer experience
With the knowledge of the user's entire visualization path across the various channels and the measurement of how the topics and contents have influenced their choices, the offer of an excellent customer experience soon becomes a reality: the AI in fact recognizes the user who browses the content (and knows their interests) and adapts the front-end by choosing the best content to show them in order to convert them.
To ensure the benefits of CI, it is important that companies turn to a professional figure with the necessary training, the Content Intelligence Manager: they can be both internal to the organization and an external partner, the important thing is that they're a digital native and have in-depth knowledge of business, workflows and analytics. Their task, which is cross-departmental in nature, is to help the various corporate stakeholders evolve their internal content management processes, so that the AI can derive maximum value from the digital assets managed by the Brand.
Let's see it in action
I'll give you an example related to the company for which I am Content Intelligence Manager: the customers of THRON, a DAM that has CI integrated into it, are provided with a dashboard with the single customer view of each user. As you can see in the image below, on one side the profile information is shown, while on the other we have a word cloud with tags assigned to the content that the user has viewed the most in the course of their customer journey, which is indicative of their interests and the step of the funnel in which they are located.
Using this console it becomes easier to understand which content can best transform a lead into a client, analyzing and measuring its performance in relation to the proposed CTAs.
The advantages related to the implementation of CI in the company are considerable: Pitti Immagine has saved an average of 33% during the entire content cycle, Radio RTL 102.5 has obtained + 620% in user retention thanks to the recommended content and Campagnolo, the historic cycling brand, has profiled 75% more users (whose real interests they now know) as part of the CRM.