Extensive research and tedious calculations are not necessarily required for good content. Marketers have access to tools that make it much easier to analyze their own content and its impact on users. In a matter of seconds, 1:1 customizations and recommendations can be set up in real-time to benefit users. The magic formula? Content Diagnostics from Episerver.
Creating good content takes more than just a popular topic and a few well-chosen words. Content, no matter what form it takes, must meet the needs of users. However, the content must still be individualized, the target group must be appropriately identified, and it must capture the users’ attention. Instead of boring novels, we expect good storytelling and suitable graphics to make the article more appealing.
Relevant content engages the customer because it has an effect on a brand’s image. Automation takes place by using tools like content intelligence. Through NLP (Natural Language Processing), human language is evaluated by machines. Contextual meanings are recognized and keywords are distilled from this. These keywords then end up in the cloud, which gives marketers valuable insight into the topics users find interesting. This allows content to be created that matches the user’s needs and current interests to a tee.
In addition, interest profiles are created for users, which ultimately makes it possible for Nora to have yoga classes suggested to her in her immediate vicinity, and for Tim to be offered suitable accommodation suggestions for his marathon in Boston.
But that’s not all that the tool can do. As already mentioned, analyses are also carried out in the background. These give marketers an overview of how their content is performing, how often it has been clicked on and read, what their scope looks like, and whether they have enough content on important topics or not.
In addition, marketers interested in this can already try a free sample, offered by Episerver. In this time-limited version, Content Diagnostics, marketers are given an assessment of how their own content is received by website visitors in just a few minutes. These assessments can concentrate and strengthen the performance of companies because especially in today’s world, content plays a major role as the biggest point of contact with customers.
