Content marketers can now leverage Content Intelligence to drive better business outcomes
AI platform inPowered unveiled a new SaaS offering for content marketing today. Dubbed Content Intelligence, the new product helps brands and marketers understand what content is delivering actual business outcomes beyond simply clicks and pageviews.
The content attribution solution can decode what content is resonating most with audiences while driving them down the funnel to take action – transforming brand perception, improving lead generation, and delivering user engagement.
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“Back in March, we had somewhere around two-thirds of our top advertising clients (Fortune 500 brands) essentially pause their content marketing campaigns overnight,†said Peyman Nilforoush, CEO and co-founder of inPowered. “This was because brands had to change their messaging in response to the pandemic; and with this we saw an increasing need for our clients to understand two main objectives: What content is resonating with this new COVID-consumer mindset, and what content is driving real ROI?â€
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Nilforoush continued, saying: “We began working to help our customers solve this problem in real-time, providing them with a JavaScript code to attach to their website, and immediately we started to collect data with what is resonating with consumers vs. what is not. The implementation was simple, scanning each piece of content through our platform, using Predictive AI to crunch content engagement data collected over the last five years. As a result, Content Intelligence can understand precisely when to present the reader with the right call-to-action, effectively determining what content consumers are engaging with most to maximize ROI and drive business outcomes.â€
The company claims that clients already using the beta version of Content Intelligence have witnessed a 23% CTR with their content.  “Using inPowered’s Content Intelligence, we have been able to get AI-optimized data at a granular level; something that previously required a lot of labor and guesswork as to what content is actually resonating with consumers,†said Mike Veselinovski, senior account supervisor at Campbell Ewald. “Now we can focus on higher-level strategy around specific phases of the consumer journey that users are engaging with and use these insights to have intelligent conversations with our client as to what is actually moving our audience down the funnel to take action.â€
inPowered will be providing Content Intelligence on a 30-day trial period for brands, agencies, and marketers to discover the promise of content attribution.
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How Does This Impact Marketers?
Over the past few months, content has emerged as the single most important touchpoint for marketers globally. With the pandemic and subsequent stay-at-home orders, people understandably turned to content. Brands witnessed a sharp increase in content consumption since the pandemic began. To that end, a content attribution platform like Content Intelligence breaks down the mystique of high-performing content. Providing marketers with the required data to replicate success and improve business outcomes with content.
inPowered’s CEO and co-founder, Peyman Nilforoush, said, “We are excited to enable marketers to take their content marketing strategies a step further with the launch of Content Intelligence. As the COVID-19 pandemic continues to put extra stress on brands and agencies to understand what is resonating with their audience, we hope this 30-day free trial allows them to understand why AI-powered marketing should be a core component of their plans into their plans and start seeing real ROI through content.â€