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You are here: Home / News / Intelligent Help for Content Marketers

Curated November 10, 2014 by Michael Stuart

Intelligent Help for Content Marketers

Content marketers must deliver clear, concise, and relevant content to the right prospect – at the right time.

Yet even very successful campaigns might see 6% conversions.  In what other industry would 94% failure be called a success?

  • Marketers need to mature and move past the marketing techniques that have dominated for decades.
  • Inaccurate personas and aiming content at the members of those imaginary groups-is no longer enough.
  • Marketers need to marry information about the individual humans they hope to convert with the power of advanced techniques designed to help deliver the right piece of content to the right prospect at the right time on the device of their choosing.
  • Content marketers need intelligent content.

What is intelligent content?

pipes

Simply put, it is content that is not limited to one purpose, technology, or output. It is content that is intentionally designed and constructed to be modular, structurally rich, and semantically aware-and is therefore discoverable, reusable, reconfigurable, and adaptable.

It’s content that is both able to be read by humans and processed by machines.

When implemented correctly, it can help content marketers deliver the right pieces of content to the right prospects with the objective of driving profitable customer action.

  • Content marketers can-and should-borrow lessons learned from technical communication professionals who have adopted intelligent content.
  • Doing so will afford marketers the opportunity to beat the competition by differentiating themselves from the pack.

Via http://www.econtentmag.com/Articles/Column/Flexing-Your-Content/Why-Content-Marketers-Need-Intelligent-Content-99670

Related articles
  • 7 Marketing Technologies Every Company Must Use (blogs.hbr.org)
  • How to Adjust Your Content Strategy for Adaptive Content Personalization (contentmarketinginstitute.com)

Filed Under: News Tagged With: Big data, content marketing, Conversion

Managing content

Managing content as an asset to achieve marketing goals of reaching, converting and engaging target audiences.

Steps to great content marketing

  • Put content at the heart of your marketing
  • Find the intersection with your brand and audience
  • Define your content marketing strategy
  • Create content for each stage of your purchase cycle
  • Build a content hub for your audience
  • Maximize visibility and share-ability through Social Media
  • Measure and improve using analytics

More content marketing news

Michael Stuart

Mike’s experience in the technology industry is quite extensive. During his career, he has had the good fortune of serving both as a designer of complex enterprise applications and as a corporate executive. Read More…

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