By: Sorab Ghaswalla
Content providers, marketers and clients have one common problem - how to understand whether a particular piece of content has resonated with its intended audience?
You can keep writing blog post after blog post, produce podcasts or videos but if you don’t know who is reading or watching them, it’s a fruitless exercise. Just imagine if your content that’s intended for a 25-35 years age group audience ends up being read by a 55-65 years age group. You need intelligence; insights that can be analyzed to give informed outputs that will help in the overall content and marketing decision-making.
For a long time now, measuring the effectiveness of your content has remained an enigma. Even today, there is no industry measurement standards, such is the nature of the content beast. But with artificial intelligence (AI) coming into the picture, things are now changing.
Machine learning (ML)- based content intelligence solutions are now being used by businesses to keep tabs on internal and external environments. These generate insights to provide marketers with the type, format and form of context most likely to get maximum RoI, the topics to write on or make videos about; even what product features to build and promote.
Algorithms are now telling managements how to optimize content for consumption and distribution.
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