Importance of Robotic Process Automation in Content Intelligence

By Marianne Chrisos - Last Updated on March 16, 2020
Importance of Robotic Process Automation in Content Intelligence

There’s a lot of content in today’s digital world. From blog posts to landing pages to YouTube videos to infographics to social media posts and more – it’s a content-saturated world. The more content that exists, the harder time businesses have effectively reaching clients. Practices like SEO and paid digital ads help improve outreach and engagement, but they don’t always bring the results that marketers want to see from their content strategy.

What is content intelligence and how can it affect your business?

Enter content intelligence.

Content intelligence is defined as “technology that provides data and insights on owned and third-party content to increase results from marketing.” Ceralytics notes that “content intelligence brings together many different practices – content audits, buyer personas, channel optimization, website analytics, social listening, competitive intelligence, and more – into a single process.”

Content intelligence technology helps content marketers create higher-quality content that provides more value to their customers. It helps better target the customer audience that makes the most sense for that branded content and works to drive conversions through data-driven feedback.

The importance of content

Content marketing isn’t new and just because there’s an influx of content available doesn’t make it any less important. Nowadays, content is your best bet for interacting with, engaging, and providing value to your customer. Being more strategic and deliberate with content creation and distribution, however, has become the key to a stronger content effort and better results. Content intelligence can go a long way with helping customers achieve this.

Why Robotic Process Automation is important

Robot process automation, or RPA, is an important part of content intelligence. Ceralytics explains the content intelligence automation process by saying:

“The first step of an automated content intelligence approach is to break down site content into topics and themes. Natural language processing (NLP) engines read a site’s content page by page, breaking down large pieces of information into smaller topics. A single page may be about one topic or several. The NLP then ranks the topics it thinks are most important on the page…Once the topics of a site are broken down and indexed, they are then combined with traditional website metrics, social metrics, and other data signals to identify the strength of each topic across many different scenarios. This level of granularity uncovers trends throughout all of the content on a site including the frequency of topics across the site and the performance of topics relative to all of its pages”

This kind of thorough analysis can break the content code for some businesses, using AI and smart learning to better understand what the data says is relevant and important. This can help marketers plan better campaigns and prioritize their content publication. Ultimately, the biggest benefit of robotic process automation for content intelligence is allowing businesses to see knowledge gaps and opportunities more clearly. It can help you answer questions like:

  • What topics are driving customers to the website?
  • What stage of the funnel content performs best? Are there areas of the funnel that deserve more dedicated content?
  • What content creates the highest level of engagement? What topics lead to action that ultimately converts visitors to customers?
  • What channels deliver the best and most reliable forms of engagement? Do certain content topics perform better via different publication platforms?

Robotic process automation helps create a clearer path to a better content strategy. It helps to free up some of the time that employees would spend sorting through reports and analytics and allows them to make better decisions from faster, more actionable insight. Content intelligence gives businesses a roadmap to better content, helps give you a competitive advantage in the market, and helps you improve your customer engagement. Robotic process automation gives your company a faster, clearer way to get to the crux of good content for your business.

Marianne Chrisos

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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