Why is Content Analytics The Crux of Knowledge-Intensive Organizations?

What is Content Analytics?

Content is the defining face that puts all the business tools to usage. It is the language of your strategy. It is the best way to strengthen engagement with the customer. When used in its optimum capacity it can help you achieve an array of goals that helps in creating brand awareness.

The above discussion is as per the optimized content strategy. But what do you do to make sure that your content is up to the mark? You need to figure out how to optimize your content creation in the right direction.

While creating a piece of content it is not only necessary to create content that is in great sync with the audience but also sets you apart from your competitors. For the marketing arena, it also has to be about cost-effectiveness. It is all about finding a firm stand in your content marketing strategy.

This requires driving insights from existing data. Content analytics forms the aggregated story of how your content is performing. It can help you observe a varied range of aspects with retrospect to your content piece. There are several data analytics use cases in place which helps you in defining how your content should shape up and what does the number mean with only certain aspects in consideration.

Some very prominent content analysis examples would be analyzing the google analytics file for your online blog or checking the TRPs for a particular show on satellite or counting the streams and views on a particular piece of content on an OTT platform.

Now that we have gotten the grasp of content analytics, let us venture into

The Importance of Content Analytics

Content analytics is of utmost importance. It makes machine-readable content from your unstructured information that permits PCs and machines to comprehend the unstructured content and connect it to other data to derive meaningful insights. Moreover, the semantic metadata added to the content makes the content increasingly accessible.

It enables organizations to comprehend what content they have or need and all the more significantly, why that is the situation. Lastly, it assists with improving and comprehending the causes behind patterns and trending aspects that can be found with customary business insights. It, in this way, clarifies why things occurred, considering vast amounts of documents and content in real-time.

Content analytics utilizes an immense range of various big data technologies. Right from semantic analytics to finding connections and identifying patterns in the content, to natural language processing. Additionally, content analytics will assist in discovering the hidden meaning that might be covered in the content.

Top 3 ways in which Content analytics sets the game apart:

  1. Understanding unstructured data

Content analytics leverages technologies like natural language processing to understand content written or recorded in natural language. Since a majority of data on the internet is in the form of unstructured, natural-language content, using content analytics can enable businesses to utilize the major chunk of data that they have been unable to process. And the use of advanced forms of NLP can potentially minimize the need for manually converting the unstructured information into usable insights, and save time and effort for the enterprises. For instance, a business can analyze their customer complaint records to find their customers’ biggest issues and help them solve the identified problems to ensure greater customer satisfaction.

  1. Gaining deeper insights

The unstructured data analyzed by content analytics, such as those from consumer forums and can help businesses gain access to detailed analyses of their products and services. They can use social media analysis to identify the trends that are popular with their target demographic. This can help them devise marketing strategies, campaigns, and offers that are more effective at capturing their target audience’s attention. This will ensure that they invest their resources in the right places and get the maximum ROI.

  1. Establishing a competitive edge

Businesses that have more information always have a competitive edge over their peers. Using insights gathered from various sources to drive their actions enable these enterprises to stay ahead of the curve, even during turbulent periods in the market. Content analytics not only helps businesses gather information regarding their customers, but can also help them to know what other players in their industry are doing. This will not only help them to keep up with the competition but also help them to learn from their competitors’ mistakes. For instance, the insights gained from the social media buzz surrounding a competitor’s failed marketing strategy and the collective response by the audience to the strategy will help a business understand what went wrong. They can then use that knowledge to avoid similar mistakes and create more effective plans.

Wrapping up

Since the maximum amount of data that is present with us is unstructured data, content analytics will be of tremendous importance in the upcoming years. It will not only help in garnering newer insights from the existing content but also help in delivering smarter content in aggregation with better customer experiences. Content analytics now has now become an extremely pivotal tool that knowledge-intensive organizations cannot afford to ignore.

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