If ever there was a time for good, reliable and intelligent content it’s now.
Every corner of the world has been affected by the coronavirus Pandemic. Businesses are shuttering their doors. Governments are mandating draconian societal and business restrictions that we could never have imagined.
There is an urgency in the business air. Communication through relevant content is not a luxury at this time. It’s a necessity. In fact, it is one of the few activities that any business small or large can proactively leverage to keep its customers engaged, informed and supported.
Businesses are starving for information they can share that can help their customers make smart decisions, put things in context, give us hope and inform them how we will be there for them.
We need intelligent content.
What’s a business to do? Whether you are an independent contractor who’s got enough anxiety and headaches to worry about or a small business that is grappling with the constraints of the new economic reality or a huge multinational enterprise with a dispersed workforce of thousands, organizations of every type and size are looking to communicate both externally with their customers and internally to their employees, vendors, and partners. Intelligent use of content marketing is the key that opens this door.
According to eMarketer.com account-based marketing strategies, where marketers tailor content campaigns to smaller sets of target accounts in a more personalized manner will have more resonance. Another approach is to create specialized content hubs. For example, TurboTax has an alert that directs users to a collection of important articles about filing taxes. Vestorly has created a Trending News hub that surfaces breaking news and developments around COVID-19.
All of these have one major and important and overarching objective; to communicate both efficiently and with relevance.
Intelligent content is not a new concept. Ann Rockley defined it years ago.
Intelligent content is content that’s structurally rich and semantically categorized and therefore automatically discoverable, reusable, reconfigurable, and adaptable.*
How’s a business supposed to both find and distribute intelligent content? Times like this only underscore the importance of incorporating a content system that can provide both the personalization and customization necessary to both surface and distribute it efficiently.
Few content marketing systems are up to this task. Their curated content is just not ‘intelligent’.
This is where a content marketing system powered by artificial intelligence provides a clear-cut advantage. An intelligent content system learns to emulate you and engage your network according to their interests. It matches timely stories with each of your contacts to assemble relevant touchpoints. It then learns from each interaction and grows smarter over time to better emulate you and engage your contacts better.
Finding intelligent content by itself is no magic pill. You also need to also work intelligently and utilize an efficient and effective mechanism to get it delivered and in front of your target audience. That’s where a fully integrated content marketing system that can discover, curate, filter, deliver and analyze results is the smarter choice.
This is time for companies to focus on delivering intelligent content
Communication through relevant content is not a luxury. It’s a necessity.
Not every content marketing system is up to the task of curating intelligent content
Personalized and customized content is a major component of intelligent content marketing