‘What is Content Intelligence?’ – CMI
Clare McDermott says, “Jordan Koene, vice president of services and chief evangelist at Searchmetrics, answers our questions, explains what the term “content intelligence” means, and offers practical applications for marketers.
CCO: The subject of content intelligence spans many areas; when you describe it to marketers, how do you ensure that it’s not just understandable, but also relevant?
Koene: You’re dead on. Virtually every definition you see of content intelligence poses as many questions as it answers because it spans so many topics.
Fundamentally, the only way for a marketer to understand whether a specific content marketing strategy works is to start with the data. Take your historical data and compare it with competitive data to identify leading metrics. Then you produce content. Then you use data to analyze the effectiveness of that content and work from there”.
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