How to use content intelligence for a better client experience

Tue, 11/12/2018 - 08:30

Making sure that your client has the best possible experience with your company is vital. After all, they are who matters most at the end of the day. But often in the client service game, we are looking for ways to improve this experience and what better way to do so than using artificial intelligence? In this case, content intelligence is the way to go in improving the client experience. 

What is content intelligence?
Content intelligence is one of the many digital marketing activities that are taking the marketing world by storm. Simply put, it is a combination of the latest AI technology (big data, natural language processing and machine learning) which contextualises a piece of content. 

You will be able to understand everything about a certain piece of content, such as what it is about, how it translates to the public, how effective it is at accomplishing its set goals and what emotions the audience will feel when reading it, viewing it or listening to it. Content creators can create a rich and nuanced online marketing campaign using this information. 

For example, you will be able to understand why and how your videos and infographics are performing the way they are. Being able to contextualise a piece of content will help you to use it in a way that is effective for both your client and their marketing goals. 

So, how do you use this for client experience?
Now that you have an understanding of content intelligence, you can use it to your advantage and provide your client with an experience like no other. You can also improve the content marketing plan overall for each client. Not sure where to start? Below we offer some unique advice on how to make this AI tool work for you. 

Use customer data for actionable insights

Customer data can be gathered from content that you have sent out into the universe. And this data can be shown to your clients to provide them with information on who their audience is and who you are targeting with the content you are producing for them. 

If you are already using an analytical tool for your content, you can enhance this by adding in AI in the form of content intelligence. This will provide you with richer customer data from your target audience and will allow you and your client to create a unique content strategy based off of this data. For example, if you find that consumers are reacting positively to a humorous YouTube advertisement, you can work more of these into your strategy. Knowing what consumers are responding to, whether it is positive or negative, will help your client to make business decisions too. 

Personalise the consumer journey

Your clients want to grab the attention of consumers. And this means that they want content that is personalised so that consumers feel valued and understood. By using artificial intelligence, you can personalise the consumer journey, ensuring your client stays ahead of the competition. 

One way to make the consumer journey more tailored is to provide “recommendations” in the way of Netflix. For example, if your client sells sportswear, your designers could create adverts recommending items to complement purchases made on the client’s website (designer running shoes to go with my new shorts? Don’t mind if I do!). Or you could write a blog post about how to put together the perfect athletic-leisure wear outfit. Consumers will feel as though your client is listening to them and understanding their needs, and your client will be able to interact with consumers in a meaningful way. 

Meet client (and consumer) expectations

There are few things worse than receiving an email or phone call from a client saying that something your content creation team has produced has missed the brief. Not only will your team have to create something new, but your client’s experience will be affected negatively. 

In order to create authentic consumer experiences for your client, you need to create ideas and concepts, deliver experiences and analyse data. All of this takes time and effort, which content intelligence can help with. To meet the expectations of your client, you can use data from previous content in order to develop a better strategy. By meeting client expectations, you will also be meeting consumer expectations and customer experiences will improve. 

Compare with the competition

One of the major advantages of using content intelligence to improve the client experience is that you can use the data to compare your client with their competition. You can use AI to gather insights on how competitor’s content is performing in terms of consumer engagement and reactions. 

You will also be able to see how these competitors are engaging with their audiences, helping to improve the marketing strategy you have created for your clients. This data will show your clients what they can do to improve their performance too. So, pay attention to AI trends and approach content intelligently. Your clients will thank you (and so will consumers). 

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