Is your B2B Content as good as your peers?
Most audiences vote with their feet, so if your B2B content marketing efforts aren’t attracting the right crowd, or if they’re simply not staying around, perhaps it’s time to take a closer look at what your competitors are doing.
Nearly a third of senior B2B marketers report their competitors are gaining a competitive edge through dominating topic areas, while a further 27% say their competitors use content intelligence to produce more relevant content. This is according to new research published in our latest report Full Disclosure; The B2B Content Intelligence Report
Read on to discover how to use emerging forms of AI assisted Content Intelligence to ensure your B2B content is relevant, competitive, and ready to dominate the market…
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How to use Content AI to ensure you are relevant
In our previous article Advance ABM Lookalikes; The Divisions within our ICP, we took a look at how to use AI capabilities to better identify and prioritize the best fit opportunities for your business. This includes leveraging Natural Language Processing (NLP) to uncover viable lookalikes that align with your ideal customer profile (ICP) criteria.
Increasing the accuracy of your targeting strategy is a critical factor in improving B2B Content marketing ROI.
This is because having more accurately defined audiences implies you can channel your efforts and resources towards building deeper understanding and learnings around specific topics areas that matter to your target audience the most. This increases the probability that your content will resonate with the best fit B2B decision makers for your business.
The right application of NLP will uncover core topic areas and themes that repeatedly occur across your target segment. One of the ways it can achieve this is through scanning thousands (and in some cases millions) of websites and online platforms, mapping key data against a defined data set such as your ICP criteria.
If you looking to enter a new market or grow your existing, this Content Intelligence is essential, as it will provide data-backed evidence to inform the categorization of your content for indexing, helping determine how to optimize tagging for greater visibility and discoverability – along with which topics to push budget behind.
This AI assisted content intelligence technique also forms key strategic knowledge for identifying crucial topic areas to position your brand as thought leaders. Building your content strategy around specific categories backed by intent data, will also ensure you have the depth and breath of content needed to superiorly satisfy your target audience’s information needs, driving them deeper into your brand. It also means it’s more likely to match your audience’s real-time business information needs and interests.
How to use Content AI to ensure you are competitive
Another way artificial intelligence in content marketing can facilitate better performance, is through competitor insight. In the same way NLP can be leveraged to scan content platforms, AI can also be used to expose your competitor’s content strategy through analyzing and categorizing data from their sites to reveal the keywords and intent topics underpinning their tactics.
Access to such content intelligence tools can give you a strong advantage by enabling you to map your own content against your competitors’. This will help you identify which intent topics overlap and how brands operating in the same market are producing B2B content around the same terms.
Here is an example of how an AI content intelligence platform provides competitive SEO insight.
The middle dashboard below displays high ranking intent keywords for a brand operating in FinTech. On the right dashboard, AI has analyzed the brand’s site to extract keywords which it then compares against a competitive set:
Further dashboards below show how AI can dig into top performing site content alongside similar competitor content, to help generate article ideas:
A further level of Content Intelligence can be applied via social listening to compare content across outreach channels such as LinkedIn and Twitter to gauge engagement:These are just a few examples of how existing AI facilitated Content Intelligence platforms can give you greater visibility over your marketplace and your competitor landscape.
This can result in better content cut through, as your content creation teams are equipped with the best B2B content insights for developing ‘stand out’ titles and compelling copy that trigger your audiences to resonate more strongly with your brand.
But perhaps Content Intelligence is most powerful when it is used to infuse every element of your content strategy – from content creation right through to campaign analysis and improvement. By keeping an agile approach, the best practitioners will use Content Intelligence to develop a resilient strategy with the means to adapt at the same pace as real-time demand and competition.
For more research based best practices, why not download Full Disclosure; The B2B Content Intelligence Report.