Public Relations & Social Marketing Insight

Content intelligence draws upon artificial intelligence (AI) and big data, but it is neither of those things. Content intelligence is the systems and software that transforms data into actionable insights for content strategy and tactics. Content intelligence gives you the full context of an individual piece of content—and the body of content it sits within, to make better decisions about anything pertaining to the content in question.

Forrester analyst Ryan Skinner defines content intelligence as “technology that helps content understand itself—what it’s about, how it speaks, how effective it is at accomplishing certain goals, what emotions it calls to mind, etc.”...

The technology simply doesn't know what the content's actually about, or how it works. It's just content. Mashed potatoes.

The same applies to marketers across the business. That great video explainer that got made two years ago during another CMO's tenure? It may as well be a little portion of mashed potatoes buried under a mountain of other mashed potatoes.

Enough of the metaphor. You get it.

Content intelligence changes all that. It is technology that helps content understand itself - what it's about, how it speaks, how effective it is at accomplishing certain goals, what emotions it calls to mind, etc.