Strategic Marketing Director & Business Partner, Italy
Content intelligence and measurement
How to build value-driven projects
Content is the driving force behind a positive customer experience. Now, with content intelligence technology, it can be focused and measured.
For years now, customer experience has established itself as a key playing field on which brands compete for attention. Brands seek to control this psychological space in which individuals’ purchase decisions are shaped, where their commitment towards the brand’s vision is nurtured, and within which some develop a sense of pride in associating themselves with the brand logo.
All this occurs in an ever-shifting landscape, in which the voices and opinions of millions of consumers and brand ambassadors intersect and resonate with those of leading influencers.
It is broadly agreed that a strong customer experience features three elements: effectiveness – consumers must see that the experience has helped them achieve their desired outcome; ease – the experience must be perceived as simple and frictionless; emotion – the customer must feel positively about the experience, and feel they have been part of something unique and tailored specifically to them.
Content plays a vital role in meeting these requirements. Content has always been a natural setting for interaction between people and brands. Through content, brands can speak about themselves—their vision, style and offering. But from a “customer experience-driven” perspective, content acquires a new, richer meaning.
From a storytelling element that can thrill, motivate and engage, content has evolved, within this new perspective, into the key component in the complex mechanism of the overall customer experience. It is then given the task of making things happen, and the more it reflects the specific needs of the user – following a one-to-one approach – the higher the chances of it succeeding in this task.
If, on the one hand, companies have grasped this extraordinary opportunity by investing in content creation, on the other, they have mostly neglected to implement tools and models capable of customizing its delivery, providing a cost/benefit analysis, or assessing content’s role in achieving company goals.
We believe content should be at the heart of a system that encompasses both creation and value measurement. A useful tool in this regard is content intelligence (CI): artificial intelligence applied to digital content. CI provides insights to help companies assess goals and achievements, as well fine-tuning content to enhance its performance in providing a valuable customer experience.
By analyzing interactions, content and channels, CI allows companies to generate highly detailed clusters of user interests, which can be associated with their profiles.
Through CI, companies can intercept and identify the content users are genuinely interested in, both online and across their physical touchpoints (if they have been “augmented” via digital technology). This is achieved by correlating content with the goals of each step in the brand’s contact strategy, as well as those of other relevant strategies.
Content intelligence has thus become a litmus test to assess the effectiveness of the flow of content, which has been developed piece by piece with the aim of satisfying microneeds that have been identified and mapped. Visitors’ microinteractions are the foundation of a permanent analysis panel, a window on their interests and the relationships that govern them.
Furthermore, thanks to the information gleaned from CI, brands can create granular user profiles for each visitor, which can be used for tailored marketing automation, reflecting the goals of the current contact strategy step.
This is a key element towards achieving a scalable, automatic customization of the user experience. From a technical standpoint, the effort required is low, with the technology being applicable to all kinds of development frameworks.
Lastly, when properly integrated in a brand’s decision-making system, CI can help drive content performance, and guide investment towards areas that deliver the most value, with the aim of increasing campaign ROI. In fact, performance analysis allows brands to identify the most effective formats and content, in order to deliver more of them, with ever-increasing levels of performance.
The secret behind a successful content strategy, one capable of engaging the public and boosting their confidence in the brand, appears to be in the unification of creativity and technology. Technology can uncover the complex paths of user behavior across owned digital touchpoints, while creativity can draw from this invaluable information to trace new, exciting routes. In this thrilling intersection lies the opportunity of crafting future-proof experiences.