What is Content Intelligence and how does this technology help in content marketing?

Almost all of us have wondered if in the future robots will be able to replace humans in performing a wide variety of tasks. Of course, this sounds like a science fiction movie scenario, but we are already very often confronted with Artificial Intelligence in everyday life.

The world is moving forward before our eyes, and constantly evolving modern technology is making our lives easier. How will this be reflected in marketing and, above all, in content marketing, where strategic innovations are extremely important elements of competitive advantage? And how does Content Intelligence relate to all this? We will answer these questions in this article. Let’s start with the definition of Artificial Intelligence technology.

Artificial Intelligence in everyday life

Artificial Intelligence (AI) technology we meet more and more often in our daily lives. It is enough to pick up a smartphone in which we encounter digital assistants such as Siri, websites increasingly have chatbots “talking” to us and solving our problems. In addition, ever-improving translators or devices that recognize speech or images use AI capabilities. Artificial Intelligence is also being used in medicine (for example, in patient diagnosis), and the funds allocated to technology related to its development exceed millions of dollars.

In addition, top chess grandmasters (including Magnus Carlsen) use AI-based advanced chess engines like Alpha Zero in their preparation to games. Even artists are experimenting with AI-an example is Holly Herndon, who “collaborated” with the Spawn app on her 2019 album Proto. But to come across the presence of artificial intelligence in everyday life just turn on Netflix or Spotify or just Google, which relies on semantic searches interpreted by Artificial Intelligence. So let’s discuss about Content Intelligence, created for planning and managing the content.

What is Content Intelligence?

Content Intelligence is an innovative way of planning and managing content that is the future of digital marketing. “CI” activities are based on guidelines provided by Artificial Intelligence, which allows you to easily and quickly plan and create high-quality content that is created to satisfy user intent. And it’s really not science fiction. Content Intelligence tools, such as CONTADU, are a great solution for all those who deal with content creation. With these tools, content writers save time and reach the better results of their work.

What’s more – CI is not guided by emotions or subjective feelings. With the help of internal algorithms, it interprets data from search engines, language models, and internal databases. On their basis, it can precisely determine what kind of content is better suited to article about property loans or blog post devoted to garden design. Of course, we are talking about content that will generate organic traffic to the site, which will reflect positive into achieving our main goal (increasing sales).

Why is CI so important?

First of all, it’s all about the users. Their intentions and preferences are the main factor in content creation. If we want our content to rank high in search results, we should create it in a way that best matches the preferences of our audience. Therefore, another equally important factor for Content Intelligence is the search engine. Google analyzes queries and evaluates content based on semantic algorithms. And while we certainly don’t know what it bases its ratings on (since we have no insight into the criteria it uses), but we are able to analyse why a particular page ranks high in the SERPs.

Google promotes valuable, high-quality content that is relevant, trustworthy, transparent in form and content, and optimized according to the rules of semantic SEO. In short, it’s about content that best fits your queries. And it is the planning and creation of this type of content that is the main goal of Content Intelligence.

Content Intelligence tools allow you to gain an advantage over copywriters and content marketers who are guided by intuition and act selectively when creating content. Simply say they are not able to analyze hundreds of websites in a short period of time to build an appropriate base of keywords and assign intentions to them. So it’s worth trusting modern technologies, saving time and delivering better quality content through their recommendations.

CI, or how Artificial Intelligence helps in content marketing

We already know why Content Intelligence is so important in content planning. Let’s take a little closer look at how this innovative method works. This knowledge will certainly help you in creating your own content, as well as help you to better guide your content strategy.

Google algorithms and semantic SEO

It is important to have a good understanding of how the Google search engine works. For a long time, searches have been supported by semantic algorithms. The Internet contains millions of pages, and each of them may use similar keywords but provide completely different content. It is hard to imagine that even the best statistical algorithm could evaluate them effectively without linking them to the user’s intention and vocabulary. By implementing NLP at the index level, search engines can very accurately distinguish between content types and respond effectively to a given query.

Machine learning and natural language processing (NLP) are the basic components by which Google recognizes the quality of content, evaluates it during search results creating, and of course tries to help users find what they are looking for.

Machine learning and natural language processing

Machine learning is one of the branches of Artificial Intelligence. It involves self-improvement of a computer involving data analysis. Through data processing, machines simply “learn” to think like humans. In a nutshell: This is done through a complex process of memorizing patterns from a huge amount of data. The result is that machines recognize meanings, images, sounds or videos. Therefore, the better we optimize our content in this regard, the better the search engine will rank it.

In turn, NLP allows Google to better recognize and understand our language. And this, of course, reflects into a better understanding of our queries that appear in the search engine. Moreover, thanks to such advanced technology as NLP, Google not only understands our intentions better, but also is able to interpret them and suggest us solutions, which are more likely to be successful. This is why it is so important to properly saturate the content with keywords and complementary phrases that meet the criteria of semantic SEO – the better optimized the content, the better the Google rating.

User intent and content management

Content Intelligence definitely makes it easier to build communication to users’ needs. We don’t have to rely on our own assumptions (because we can be wrong) or uncertain market research. In order to keep your customers or acquire new ones, you need to create content that best meets their needs. And this is exactly what CI will help us do.

Tools specializing in this method will allow us to quickly find out which phrases rank best, and their recommendations will facilitate the process of creating content. Thanks that the thematic clusters shows us which phrases building given thematic structure. Based on them we can resume what our recipients are looking for, what content we should create to increase traffic, which of our content already meets their search requirements and which content we should update. And all this based on real and current data.

Competitors analysis 

To be successful in business, you need to keep track of your competition. It is no different in content marketing. CONTADU will help us easily check what topics appear in our competitors, which content is doing best for them, as well as tell us what to do not to fall behind the best. All without unnecessary effort – in the appropriate module in CONTADU you can easily check all the important things related to this issue.

Analysis of content strategy results

We can also closely examine the outcome of our digital marketing strategy. This is extremely important because this knowledge will allow us to set our goals, without which we cannot run our content campaign. All we have to do is go to the management module and in a few moments we will know how our content is engaging users. We will also have information on what to do to get more customers and how not to lose those whom we have already attracted (the rejection rate is very important). CONTADU will help us improve our relationship with potential customers.

Team management

CONTADU will also improve team management. Setting goals, assigning tasks, calculating costs, scheduling issues and saving time – these are just a few benefits offered by CONTADU. Such a comprehensive approach to directing the activities of the content marketing team can increase the efficiency of our content campaign in a simple, fast and not requiring large funds.

How does Content Intelligence work in practice?

We already know how Content Intelligence works in theory, but what does it look like in practice? Let’s try taking the first steps towards creating a content plan using CONTADU. Let’s take the Hubspot.com domain as an example, and our key phrase will be “CRM for small business”.

Project creation

We start by creating a new project.

Now let’s choose a search engine suitable for the research and the language that corresponds to the market we are interested in.

The system will offer you two options: topic analysis or analysis a given keyword. We choose the first option and go to the Content Strategy module. We start a new research there.

Analyze content marketing strategy for a given topic

We describe our general topic with general key phrases that we think are best related to our topic. Remember to use words that are similar in meaning to allow for more effective analysis. We start with very general words describing the topic, which we can changed with more detailed key phrases or simply start the analysis. If everything is ready, we can start the research.

During the analysis the platform, based on various data sources (language models, semantic data, Google Keyword Planner, Google Suggest, keyword association maps, Knowledge Graph and other knowledge bases), expands our selected group of keyword phrases with a large number of keyword suggestions (usually about a few hundred). Then processes the full Top 100 Google search results for each phrase. The similarity indices of each word are calculated based on the collected data, and then thanks to these measures, words that are closely related to each other are grouped in clusters. These correlations allow for very accurate topic identification from the perspective of different data groups and user intent. As a result, we get a complete list of phrases and keywords to choose.

Map of clusters of interest in a given topic (content hubs)

The “Content Ideas Map” view is something else like another representation of keyword groups (clusters), which you can get by going to the Keyword Clusters tab. Shows us the relationships between specific groups of words / clusters. The clusters (groups of related keywords) located on the left side are closer to the topic, the further to the right, the more their thematic distance increases. The size corresponds to the potential of the clusters (it may be the number of monthly searches for words belonging to that group, or the cost of paid advertising equivalent to that traffic).

We can also check the coverage (traffic or value) of our site and competitors on a particular topic. We read this information based on color saturation.

By opening the cluster of interest at the cluster map level, we can see the competition and the types of content that are ranked in that topic. There we will find the top URLs in that cluster, along with information about what keywords are seen in the search results.

Content planning based on subtopics

 The next step is to go to «Сreate content». Simply click on the «feather» on the right to launch a wizard for creating or optimizing content on a particular topic. 

CONTADU will help us find the best subpage on our website and then direct it for further optimization. If, based on the addresses shown, we find that we do not have such a page, we should select the Write new content.

Content optimization by using of semantic recommendations

Once the optimization process is complete, you can move on to writing. To do this, go to the Content writer module. 

After switching to the Content writer module, we get a table with scheduled content/optimizations. We open the selected optimization and thus switch to the editor. 

Here we can build the structure of the article from a new content (we will go to it through the Draft) or optimize existing content. To do this, we will use the Draft generator, where, thanks to the recommendations, will help us choose which  question to include in the text which best match users’ requests and get high results in the search results. Once the draft is copied into the editor, we can start optimizing. It’s like importing your own content.

In the draft generator we can optimize the meta title and description, and in the Article layout option we can create a headline structure based on our competition and questions from Google suggest and other sources.

Among other things, the editor offers recommendations of words to use in particular headings, a structured list of keywords and phrases to match the article, and an overall text evaluation. When optimizing, it is a good idea to supplement existing content with topics that have not yet been included.

The editor also has many parameters (CONTADU evaluates the text based on its length, saturation with phrases, structure, recommended phrases and extending the topic), which suggest and evaluate our valuable content (Content score indicator).

Data-driven planning is the future of contetnt marketing

SIMPLE CONTENT STRATEGY BUILDING

The example below shows how Content Intelligence makes it easy to plan a content marketing campaign that will achieve our goals. Tools that offer such solutions are extremely effective when it connected with content optimization. They help to easily manage content, save money and valuable time, as well as improve teamwork and allow to analyze the results. For these benefits, it is definitely worth using Content Intelligence tools.

EFFECTIVE CONTENT CREATION BASED ON SEMANTICS

It can be said without any doubt that the leaders in the content marketing industry are using the latest technology. Today, in order to win over the competition and achieve significant success in content marketing, the help of Content Intelligence will be indispensable. With recommendations based on semantic models and analytical data, a copywriter will know exactly what should be included in the content to make the article appear high in Google search results.

CREATING LONG-TERM CONTENT ATTRACTIVE FOR GOOGLE

In order to best help users, Google’s search engine values valuable content that solves the problems appearing in every day queries. Of course, we can’t keep up with everything that’s happening in our industry. This is why we should take advantage of Content Intelligence. These tools thanks to the analysis of real data from SERPs, allow us to make sure that the content we create is always fresh and meets the intentions of the audience in the best efficient way.

Summary

Having such a base in the form of recommendations, we can much more easily create valuable content that will achieve high results in Google, meet the expectations of the audience, as well as increase the topical authority of our website. And all this can be achieved without much research effort and in an extremely easy way. Content Intelligence, by providing this kind of content, improves the actions of content marketers and allows to create strategies that are stable in the future.