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What Is Content Intelligence?



What Is Content Intelligence?

The way businesses collect data is changing. But data is essential to great content strategy. That’s why content intelligence is coming into the conversation.

2022 HubSpot research says that over a third of marketers believe that data has a major impact on strategy by helping them:

  • Reach their target audience
  • Create more powerful marketing content
  • Understand which marketing strategies are most effective

Download Now: Free Content Marketing Planning Templates

But access to data is changing rapidly due to privacy concerns, technology changes, and more. This means that businesses need to find new ways to collect and analyze data for marketing strategy.

Keep reading to discover what content intelligence is, why it’s useful, and how to make it work for you. Keep scrolling to learn more, or click a link below to jump to a topic:

It’s essentially a GPS that leads you to a high-quality content strategy that drives leads, conversions, and revenue.

You don’t have to guess what will be of interest to your audience because the data shows you what performs well with your audience based on market and competitor analysis.

Why is content intelligence important?

Content intelligence graphic: Why it’s important

Many marketers use content marketing to communicate with their audiences and draw them in. Content marketing like blogs, webinars, social media, and online courses offer businesses a chance to connect.


Each piece of content is an opportunity to attract, engage, and delight customers.

Content intelligence graphic: HubSpot flywheel about the value of content marketing

Content intelligence helps them accomplish this effectively. Other benefits include:

  • Generating a deep understanding of your target audience and the type of content they enjoy based on competitor data and analysis.
  • Reducing the guesswork of content creation because the AI analyzes content for style, tone of voice, and other important metrics.
  • Centering content on your users and what they enjoy with data from market research.
  • Gaining insight into various content types and how to create them, like video content intelligence that lets you know actions within videos that drive results.
  • Ability to predict the effectiveness of your content based on the historical performance of your competitors.
  • Generating authority in your niche through high-quality, informative content helps you get more visitors, increase conversion rates, and gain visibility in search results.

How to Choose the Right Content Intelligence Platform

1. Figure out what problems you need the platform to solve.

While content intelligence tools can do some of your content creation for you, these tools excel in content strategy.

This AI will use your data and organize it to find connections, trends, and patterns. This can help you pinpoint challenges, add to your data analysis, and ramp up your learning quickly.

You can use these specific recommendations to improve your content for your customers.

If you’re interested in content intelligence, chances are that your content needs work. To figure out if these tools can help, try to define your challenges in as much detail as possible.


If you’re having a tough time getting started, start with a specific problem and work backward. Trace each step you took toward this disappointing result. Then, write out your ideas for potential solutions.

2. Get to know your content intelligence platform options.

According to Statista research, only 5% of marketing professionals use artificial intelligence and machine learning. Data-driven insights from website analytics and SEO tools are popular standards.

But marketing leaders may not know anyone who’s working with content intelligence yet.

That makes research into different content intelligence platforms essential. Start with each AI tool and its features. Some will include content management tools, while others will offer content creation tools. Content intelligence platforms might:

  • Create automated content with natural language generation (NLG)
  • Find related or relevant content using natural language understanding (NLU)
  • Use big data for content analysis
  • Offer wording suggestions
  • Automate content creation and promotion
  • Integrate with other tools for content management

A platform with too many tools could overwhelm your team and resources. So, you’ll want to compare your ideal list of features with what each unique platform offers.

It’s also a good idea to look at your tech stack to see if any of your current content marketing tools include the features you’re looking for.

For example, HubSpot’s content assistant tool automates the content creation process by utilizing Open AI’s GPT model to generate blog ideas, outlines, and paragraphs.


It can also draft prospecting emails and marketing emails. Furthermore, the content assistant can integrate with other HubSpot products.

It can be helpful to bring in other team members during this step. A different point of view can help you narrow the scope of your search.

Featured tool: Digital transformation templates

Content intelligence tools: Digital transformation template from HubSpot

3. Find out how each platform handles data.

As you complete your research, take a careful look at how each platform collects, uses, and stores data.

Because this tool’s effectiveness comes from data, it’s important that the way each platform handles data is in line with your business policies and customer expectations.

For example, data ownership and privacy are top of mind for most customers. 86% of respondents in a 2021 Cisco survey say that they care about data privacy and 79% consider privacy a factor when making a purchase.


It’s also important to think about what types of data you’ll need to make this resource effective for your business. What if the required data preparation is too much for your team to complete consistently?

Most AI tools use many different information sources to offer predictions. A break in the data pipeline can skew the data your content intelligence tool uses to offer insights.

4. Decide which features your team could use.

It takes time for a business to create a content strategy, execute it, and build processes around content marketing. So, any AI tool for content needs to easily fit into your current strategy and workflow.

As you narrow down your content intelligence choices, be careful not to get too excited or overwhelmed by extra features you don’t need. Try to focus on a primary point of value to weigh each feature.

As you prioritize, don’t just focus on how your employees will use the product. It’s also a good idea to ask questions like:

  • How can this tool help our team meet customer expectations?
  • Can this tool impact business objectives?
  • Are there stakeholder ideas that we can implement with this tool?

Whenever possible, think about how this tool can improve your content marketing.

5. Align platform choices with future goals.

One of the reasons to use machine learning in content is scalability. You may not want to automate processes or create AI content now. But you also don’t know how content marketing might change in the next three to five years.

According to recent HubSpot research, 78% of marketers say that their industry has changed more in the last three years than it did in the preceding 50 years.

As search engines and other digital channels evolve, business content needs to change in response. This makes future goals a key part of your decision-making process.

For example, many vendors who offer content intelligence tools also offer other tools. If you can, research these tools at the same time you choose a content intelligence platform. This will give you a foundation for future tech stack planning.

Testing content intelligence can be difficult because this tool is most useful for content strategy. If you’ve created a strategy before, you know it can take months to execute, publish, and analyze.

So, you’ll want to do as much research as you can before you get to the next step.


6. Create a plan to put your content intelligence platform in place.

Before you commit to a content intelligence platform, it’s a good idea to create a plan for installation, training, and usage. Any tool that offers such a wide range of insights can be tough to manage.

But a plan can help you make sure that the team will get the maximum value from this investment. As you create this plan, figure out and decide:

  • Which features offer the most value
  • Which features will need more training than others
  • Platform capabilities that are more trouble than they’re worth

This planning process may not feel necessary, but it can help you prove potential platform ROI.

And that’s not all.

An ideal content marketing strategy will connect with the right audience, support sales and service teams, and improve the quality and efficiency of your content team.

Content intelligence can support those goals and more if you’ve taken the time to prepare.

7. Test the platform.

Once you’ve narrowed your content intelligence choices down, it’s time to try out your software picks. There are a few things to keep in mind when you’re testing AI software.


First, make sure that the software meets your expectations. Check that all the features you expected are present and work properly.

If you’re unsure how to use one of those features, ensure the documentation or support team can quickly answer your questions.

Next, use your workflow to test out your new content intelligence tool. Take notes as you research new content topics, measure content performance, or update your content strategy.

This can help you find out if there are any bugs or flaws in the tool.

While no tool is perfect, you want to make sure that the extra value you’re getting is more than the extra work you’ll take on if something goes wrong.

For example, what if you’re not finding valuable resources on the topics that matter to your business? If this tool can’t find the niche content ideas you need, it may not be the right fit.


AI is complex, so you may need to troubleshoot before making a final decision.

Content Intelligence Tools

While it’s possible to conduct content intelligence on your own, the software can automate the process and generate results quickly. Let’s go over some high-quality tools you can use in your approach.

1. BuzzSumo

BuzzSumo uses a strategy of research and discovery to gain insights about the content created by your market and industry competitors to help you understand what performs best with your audience.

The tool analyzes a variety of social media feeds and web content to give you viral trends to leverage, business-related content you should consider covering, and target keywords to use when you begin creating.

Content intelligence tools: BuzzSumo

Pro tip: Use this tool’s advanced search features to get the most from their popular Content Analyzer.


2. Contently

Contently uses StoryBook™, its proprietary technology, to analyze and predict the content that will significantly impact your business.

This data will help you create a content strategy that aligns with your audience’s interest — SEO, voice, and tone, and your brand guidelines are all considered in every recommendation.

Then, when you create your content, you’ll get analytics to show what performs and drives ROI to focus your efforts further.

Content intelligence platform example: Contently

Pro tip: Use Contently’s performance analytics to measure audience engagement and compare with benchmarks in your industry.

3. Curata

Curata’s self-learning engine helps you discover the best-performing content, understand why audiences like it, and how you can create top-performing content.

You’ll also get SEO help to curate and share your content in the most relevant channels.


Content intelligence tools: Curata

Pro tip: Try Curata’s content curation software to find and share content relevant to your target audience.

4. Crayon

Crayon’s software provides competitive intelligence to help you use actionable insights to create a high-quality content strategy.

You’ll understand what works for your competitors, from social channels to review sites, and discover key messaging that performs best that you can adapt to your content strategy.

Content intelligence platform example: Crayon

Pro tip: Content intelligence can also be a helpful tool for competitive analysis.

Content Intelligence Can Help You Scale Your Content Strategy

The content strategy you choose depends on your business needs. But you can improve your content, strategy, and reputation using content intelligence tools. Pick the right software for you, and start growing your influence.

This post was originally published in October 2021 and has been updated for comprehensiveness.


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The Role of Enterprise Mobility Management in Modern Businesses



The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.


Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.


Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

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Lessons From Air Canada’s Chatbot Fail



Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?


AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.


Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.


Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.


It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand



Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952


The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).


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