How Content Intelligence Improves Your Operations

Jan 20, 2021 | Content Experience

This content intelligence piece is part one of a series on how visual commerce makes content sell. 

For most B2C brands, content is messy. In fact, it’s stored all over the place. From owned channels to influencer networks, right through to blog platforms and digital asset systems. It’s chaotic to sift through, and often forgotten after being used just once.

The consequence? Marketers struggle to deliver the right content, at the right time, to the right person. But with 70% of marketing leaders in agreement that their company is competing on the basis of customer experience, brands must adapt their approach.

In this section, you’ll discover exactly how visual commerce platforms use content intelligence to overcome these challenges – without disrupting your existing marketing processes.

Challenge one: Content is stuck in silos

Content that strikes a chord with your audience is great. But when it’s trapped in the channel it was created for, its value is limited. Think about it. How many digital marketing channels does your brand distribute content across right now?

For the majority of marketers, the answer is a lot. Some common examples include social media, blogs, email platforms, and online stores. If a channel is relevant to engaging your audience, then it’s likely your brand has an active strategy for it.

Problem is, this channel-based approach to content is outdated. Brands spend many marketing dollars producing and promoting their educational and inspirational assets across these channels, but rarely do they deliver measurable sales growth.

In fact, when content is disconnected across channels, it becomes difficult for your website visitors to build the confidence they need to buy from your brand. The most influential content relevant to their individual needs is stuck in silos… somewhere.

The result is that your visitors leave to complete their research elsewhere. Sure, they may find that how-to video or influencer inspiration they needed over on another channel. But with the average eCommerce conversion rate below three percent, it’s unlikely they’ll be returning any time soon. The moment has passed.

For many brands, this is the reality of having multiple teams, agencies, and freelancers responsible for content creation or channel development. Content is designed for a one-time use, as agencies lack the incentive to create atomized, reusable content.

Challenge two: Organizing content is chaotic

For years, B2C brands have tried to take control of their content. But ensuring that everyone puts content in one place is hard to achieve. Especially when there are lots of different things going on in terms of teams and processes. It can feel impossible.

Unfortunately, this makes it challenging for a marketer to find all the relevant content to use in personalized campaigns. Content is everywhere. Whether that’s on marketing channels, content platforms, digital asset management systems, or even in folders.

To add insult to the injury, most content isn’t categorized effectively. Creating metadata around every video, article, social post, and image so that you can use them in personalized campaigns is not only time-consuming but also needlessly repetitive. 

Even when a marketer succeeds in finding and tagging the content he/she needs, it is out of date from the moment he/she selects it. The personalized marketing campaign will only be kept fresh with new, relevant content through manual intervention.

Challenge three: Content lacks intelligence

In order to deliver personalized buying moments successfully, brands need an intelligent view of their content. In fact, without content data, it’s impossible to design contextually relevant experiences that support individual buying decisions.

Think about it. How do you know which assets are the most effective to use in a personalized campaign? Most marketers are stuck making educated guesses based on engagement metrics and personal opinion, rather than relevancy and sales impact.

Thing is, no two buying journeys are the same. Which means no two customers are the same. Everyone has different needs and goals, likes and dislikes, transitioning from visitor to customer at their own pace.

So, when a marketer selects content for a specific segment of her audience, she does so without knowing if it will be effective or not. Her decision isn’t better informed simply because she doesn’t have access to the right content and sales insights. 

But just as you have a dynamic – constantly evolving – understanding of your customers, you also need a dynamic and intelligent understanding of each and every content asset. 

How content intelligence changes the game

The good news is that there is a solution. Globally recognised eCommerce brands are turning to content intelligence so that they can drive more value from their content, transform content data into actionable insights, and strengthen their success.

One way in which brands are embracing this technology is through the use of a visual commerce platform. As the first step in the process of making content sell, this new intelligence enables marketers to unlock their content from channel-based silos.

In doing so, brands gain access to one complete and dynamic view of every content asset that can be used across individual buying journeys. The key here is that no processes are disrupted or technology replaced. Think of it as evolution, not revolution.

Through content intelligence, marketers no longer need to worry about indexing or categorizing their content with relevant tags. Instead, visual commerce platforms tag all assets automatically, enriching each of them with additional intelligence over time. 

Besides which, new videos, articles, and posts can be put to work straight away. Any lag that might mean the best piece of content for a customer has been created, but hasn’t made it through manual approval processes, is removed.

By making your content smarter, visual commerce platforms enable you to uncover which content is most effective for each person in real time, enriching your understanding of your content as well as how and where it performs best.

Brands that have access to these insights are in a much better position to inform and strengthen their content strategies. Through understanding what content sells, you can start making more of what works, and cut out those assets that aren’t converting. 

But content intelligence is just one piece of the puzzle.

Delivering your content in a way that is contextually relevant is another. In the second part of the series, we’ll take you on a journey of how buying behavior has shifted – and how you can turn the tide in your favor with content personalization. 

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