Why is content intelligence so important?

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Content marketing adoção in Brazil by different companies

Content is the fuel of marketing . For a niche business strategy, content has become a fundamental part of all marketing activities such as brand awareness generation , SEO, lead generation and nurturing, etc.

We must always remember that the modern buyer wants to understand how things work and make decisions based on the data they collect. As Seth Godin says , “ Content marketing is the only marketing option available today .”

However, if content marketing was easy, we would probably be here talking about something else.

Many people are not sufficiently willing to put in the effort required to achieve success and therefore are discredited with the efficiency of the strategy, when in fact the failure was theirs, and not the technique applied.

Therefore, for those attentive professionals who perceive the full indonesia phone data Cpotential of producing quality content, expectations are growing more and more in relation to the success that can be achieved. But let's be honest: not everyone can afford to invest in a potential strategy without the certainty of return.

Creating a blog and starting to make a few posts a week is something that many people and companies can do without much investment. But when you start charging for results and the pressure of competition, the situation becomes more complicated.

Growth does not interest the term "content marketing" X decrease of organic reach on Facebook

The graph above shows what Mark Schaefer calls “ Content Shock .” The blue line represents the growth of people’s interest in the term “Content Marketing” on Google Trends. The red line represents the organic reach of posts on Facebook.

When the two lines crossed sharply in early 2014, it is easy to see how the search for Content Marketing increased significantly, as the most popular channel of communication in the world, Facebook, was changing its algorithm and reducing the reach of companies' posts.

So, it became increasingly necessary to find alternatives, such as positioning on Google, through the production of content.

But, we know that Google's algorithm is not a ready-made entity either.

It is also constantly changing, which brings a degree of uncertainty regarding the results of the content. So how do you justify increasing investment in an uncertain strategy?

Content consumption has only increased over the years. In 1920, people consumed, on average, 2 hours of content per day. Today, almost 100 years later, the average in the United States is 12 hours of consumption per day . People are consuming content on their mobile, on their computer, while driving, while eating, while working...

That is, people are increasingly consuming content, whether for fun, learning or work.

Our role as solution disseminators, as good marketing professionals, is to produce extremely high-quality content that has great value for the desired audience. In addition, we must seek out the best channels to attract the attention of that audience.

That's why content intelligence is such an important topic today : because it makes Content Marketing achieve more predictable results and, in general, allows all of the company's marketing to be more measurable.

Marketing has become an exact science. Technology must be used to extract knowledge from numbers, and that makes us more efficient marketers. We can direct our work towards the paths that have the most potential for success, since we have insights from the data about what our audience really wants.