Content and Copywriting

Is content intelligence just hype? How does it impact your content creation process? Tag along to discover how it works. 

There are 600 million blogs on the Internet and every day, about 4 million new videos are uploaded on YouTube. How then would your content not get lost in this sea of options? 

Creating piles of content is not enough for you to gain organic traffic and reach your target audience. Since we already have more content than we could ever ask for, content teams need to make data-driven decisions to gain outstanding results. 

It is only fair for you to discover the right content that’ll move the needle for their target audience. That’s where content intelligence comes into play. Instead of only gaining vanity metrics on your posts, content intelligence makes it possible for you to connect deeply with your audience.

What is content intelligence? 

Content intelligence is the point where content marketing meets with artificial intelligence to predict how a piece of content will perform. It is an avenue for content teams to avoid trial and error by using effective strategies designed for different types of content. 

With content intelligence, you can leverage machine learning, and AI to create impressive content while reaching your marketing goals. Content intelligence tools study the behavioral patterns and interests of customers to help you leverage the insights to up your content game. 

Instead of creating content blindly, content intelligence gives you a clear sense of direction that’ll help you identify what resonates with your target audience. 

How does content intelligence work? 

Over 60% of marketers have used AI in their marketing activities while 45% have implemented it into content production. This only shows that AI in content marketing has come to stay. 

Content Intelligence has three different aspects which cover the following: 

Data collection: At this level, you can use tools to gain data on recent content trends and behavior. You need to access relevant data within your specific niche to build an effective content strategy. You can gain data on:  

  • Previous content published 
  • The general performance of website content 
  • Competitor’s content strategy
  • Social media trends and patterns that are specific to a particular platform. 

Data analysis: It focuses on reviewing customer information to determine the ideal content for your target audience. Data analysis evaluates what content interests your customers, what has worked well for your competitors, and the different channels that’ll be effective for your business. It also assesses the topics that have higher conversion rates. 

Insight generation: Based on the data that has been collected and analyzed, you can then generate insights to create a complete content strategy. There are content intelligence tools that can provide insights into fresh content areas that you can explore, especially those your competitors are yet to use those keywords.

Benefits of content intelligence 

According to Statista, AI in marketing revenue is expected to hit $107.58 million in 2028.

content intelligence

AI is fast becoming an integral part of content marketing and the earlier you jumped on the train, the better. This way, you can avoid being left behind in the ever-evolving world of technology.

1. Understand your target audience 

Many companies create content without considering how it will resonate with their target audience. Content intelligence gives you an inside look into what interests your prospects so you interact with them better. 

With content intelligence tools, you can pick up clues on your customer’s preferences without solely relying on vanity metrics. Understanding your target audience through likes, shares, and comments can only take you so far. 

Content intelligence eradicates guesswork to make better decisions regarding content creation to please your audience. 

2. Boosts your ROI 

A survey shows that $5000 monthly is the average content marketing budget that companies use. Companies also incur extra costs to hire the right staff, use the right tools and make their content game tighter. These investments must be profitable. 

Content Intelligence helps you build a more targeted content strategy since it takes out wastage. You can make your content efforts and boost your return on investment by using the insights provided by content intelligence tools. 

You can also determine the impact of your content marketing efforts to convert customers, generate leads and boost engagement. 

3. Aids content personalization 

Content personalization is the future because it helps you build deep relationships with your target audience. Since every prospect is at different stages in their buyer’s journey, you’ll need the right insights to provide content at every step. 

Content Intelligence makes it possible for you to tailor content based on demographics, interests, and previous behavior. This way, you can predict future patterns to create an incredible experience for your audience. 

4. Increases effectiveness 

Content Intelligence helps your entire team save time, energy, and even money since they’re creating content with better accuracy. Once your content team has access to data-driven insights, they can double their efforts on what works and avoid tactics that no longer work. 

This way, your content marketing team can perform their tasks faster and explore new areas that require adjustment. 

Challenges of implementing content intelligence 

Despite the obvious benefits of content intelligence, there are certain challenges that you might encounter when implementing it into your content strategy. They include: 

Identifying inaccurate data 

Despite the impressive amount of data you can access through content intelligence, it’s always quite a hassle to sift through inaccurate data that’s unrelated to your needs. You still need a well-versed content strategist to identify if the data collected and analyzed suits your company. 

Interpreting content data 

After gaining the required insights using content intelligence tools, you need to interpret the analyzed data accurately. You’ll need to discover how the data helps you to understand your target audience better so you can improve their experience and meet their needs. 

ALSO READ: Product-focused Blogging vs Customer-focused Blogging

Best practices for using content intelligence 

To fully maximize the benefits, you must identify the best practices that will help you stand out from the competition. 

1. Keep a human perspective  

Customers are eager to relate to user-centric content that retains a human perspective. Although you generate data using machine learning and AI, you have to be creative in evoking emotions from your target audience to achieve your desired results.

content intelligence

2. Never stop optimizing 

Content creation is not a once-and-for-all process instead it is continuous. After creating content, you always have to go back to include new ideas, and experiment in numerous ways to see if it still resonates with your target audience. 

3. Measure content impact 

You’ll have to access the impact of your content to identify how your audience responds. This way, you’ll be able to determine the effectiveness of your content. Measure the conversion rate, comments, social shares, page views, and engagement rates. 

4. Study industry trends 

When you study industry trends, you’ll be able to identify the ones that suit your business so you can implement them quickly. Leveraging content intelligence tools will help you identify what works with your competitors and target audience so you won’t be left behind. 

Top content intelligence tools 

Content creation is costly but creating dull content that nobody wants to read is a total waste of time. Content intelligence platforms ensure that teams can make better decisions and create content that interests their target audience. 

The popular ones include: 

  • Buzzsumo: Buzzsumo has 5 years’ worth of data on engaging, trending, and viral stories regardless of your niche. It helps you create impressive social media and SEO strategies with the confidence that they will interest your prospects. You can also get pricing plans that suit your budget to access its powerful functionalities.


  • Contently: This tool performs better in providing teams with content analytics that cover keyword opportunities, consistency of brand tone, competitor analysis, and workflow management. Contently tracks your content across different channels while focusing on your goals. Although the pricing system is not transparent, you can always request a demo to use the tool. 

  • Curata: As a content intelligence software, Curata makes content curation easy to find, share and refine to suit your preferences. You can find new content ideas and empower your team to produce high-quality content. 


AI has become a major part of human existence and content marketing has not been left out. Content intelligence helps you create videos, blog posts, social media posts, and others that will facilitate deep connections with prospects. It will also help you make the most of your content marketing budget.



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