Content marketing lives and breathes on reciprocity. Companies give something useful and valuable to readers that satisfies some want. Through that satisfaction, the reader trusts the company with satisfying additional needs that are monetized through the company’s products and services. That’s content marketing in a nutshell. But for some niches, it’s not quite as simple as this.
Content intelligence rests at the intersection between artificial intelligence and content marketing. Briefly, artificial intelligence is the development of computer systems that can learn over time or do complex tasks which were once human-specific but can be done much faster than a human could do it.
Whether you’re talking about interactive data visualisations or you’re teaching older people how to better work with digital inevitability, it’s important to have a baseline and a context to operate from.
Content intelligence provides these starting points. Not only that, but they have their basis in cold, hard data rather than the pie in the sky feelings of the content marketer. Instead of trusting the gut, we can be smart about what we write and truly give the customer what they want, not what we think they want.