The Rise of
Content Intelligence
Myljoy PolesticoManaging Director
Content Intelligence
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The Rise of Content Intelligence
Agenda
• What is content intelligence
• What problem(s) call out for a content intelligence approach?
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• The future of content and personalisation
• Turning towards Machine Learning & AI for automation to stand out
About Me
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Zanroo Integrated Approach
Monitoring allows organisations
to zoom into conversations
occurring on competitor, fan
pages or community pages,
giving micro insights and
competitor intelligence
Monitoring
Zanroo provides an integrated conversation
analysis of Macro (Listening), Micro (Monitoring)
Social Intelligence Integrated Conversation Analysis
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Listening to online
conversations like social
media channels, news,
blogs, forums, reviews,
commerce sites, provide
macro insights are these
conversations are of
personal opinion & sharing
Listening
Engagement
Engagement conversations
are direct conversations
between the company & the
customer. These conversations
identify immediate issues
and should be considered as
high priority.
analysis of Macro (Listening), Micro (Monitoring)
and Direct (Engagement) conversations to provide
companies a holistic view of all conversations
rather than in silos. This give business’ an
advantage to see brand and product perception in
a 360 degree view.
Customer Expectations
Customers now expect
the right content at the
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right time regardless of
channel
Content Shock
Your audience turns to online
platforms to research and buy
products and services. This gives
fantastic opportunities for
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fantastic opportunities for
marketers to engage audiences
and encourage content sharing,
but also gives huge challenges of
getting through to your audience
2017 State of Pipeline Marketing Report
The way we generate content is not optimized to
address growth in number of touch points,
distribution channels, devices, platforms, customer
expectations.
Therefore Marketing Managers:
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• 92% are unable to meet deadlines
• 81% are struggling to coordinate content
creators
• 64% are challenged with issues relating to
repurposing content
• 25% of every dollar spent on content marketing
is wasted
Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your
content production processes”
The Rise of Content Intelligence
Content intelligence is defined as data-driven content marketing optimizations that are
growth-driven and user-centric.
Shifting our way of thinking about content marketing and how we design and create
stories that convert should be 20% gut instinct and 80% driven by user behavior data.
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stories that convert should be 20% gut instinct and 80% driven by user behavior data.
Intelligent content is content designed to be modular, structured, reusable, format-free,
and semantically rich
Content Intelligence – Modular, Reusable & Format Free
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Increases content consistency, content development and substantially reduces costs
Content Intelligence – Structured and Semantically rich
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Structured content is semantically- labeled and consistently organized, which allows computers to read meta-data for you
Discover InsightsTOYOTA in no RUSHToyota Social Listening
Toyota used Zanroo’s Social
Listening platform to identify
consumer insights to learn the
love and hate factors and also
to identify areas of
Step 1: BRAND
Compare total social conversation
between Toyota & Honda
Step 2: CAR MODEL
Compare total social conversation
between Rush, HR-V and BR-V
Insights 1:
Middle-class are
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Challenge Objective Solution Tactics Findings Insights Results
Toyota wanted to revive
Toyota Rush model in
Indonesia market with a video
campaign, however did not
know the best messaging to
drive interest, engagements
and conversions
to identify areas of
improvements.
Use Zanroo findings to strengthen
Toyota Rush brand positioning and
communication for future marketing
purposes.
between Rush, HR-V and BR-V
Step 3: CAR ATTRIBUTE
Identify conversations around
Exterior, Interior and Performance
243,987 Brand mentions
19,573 Car Model mentions
245 Car Attributes mentions
Middle-class are
looking for reliable
and durable car to
conquer challenges in
lives.
Insights 2:
Rush is highly praised
for its off-road ability
and durability.
Dealership product
positioning strategy
Localized Video
Messaging based on
Middle-Class
engagement
Created differentiated
content to increase
test drives
Personalisation
“By 2018, companies fully invested in online personalization
WILL OUTSELL COMPANIES THAT HAVE NOT BY 30+%”
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Gartner
Machine Learning Across Industries
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Machine Learning Across Industries
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Artificial Intelligence for Content
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Content Intelligence Not For Everyone
NOT for the company who has 50 pages of highly crafted marketing content that never
changes. “Corporations that have relatively simple content demands the investment in
content to be structured beyond basic HTML may be overkill.” Rahel Anne Bailie
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FOR companies that have many products, many product lines, many languages, many
locales per language, many audiences per product line and locale and language. When the
complexities of content production become and operational advantage is when you need
to consider applying content intelligence process
SB Furniture UpsellFurniture Industrial Social Listening
SB Furniture use
Zanroo Social Listening
platform to identify
consumer insights
Step 1: BRAND
Total social conversation of SB
Furniture.
Step 2: Competitor Analysis
Key competitors’ social
analysis focussing on
marketing perspective.
Discover Insights
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Challenge Objective Solution Tactics Findings Insights Results
SB Furniture is having
difficulties to
increase incremental
revenue (E.g. Cross
Sell) and slow down
in new market
opportunity. Also lack
of online brand
awareness.
consumer insights
about the market to
learn the love and
hate factors and also
to identify areas of
improvements.
Use Zanroo findings
to brand positioning
and communication
for future sales &
marketing initiatives.
marketing perspective.
Step 3: Brand ATTRIBUTE
Identify key attributes that
contribute to the product
sales and brand success.
Products related
to Bedroom is
socially popular.
Condominium
related furniture
are highly
mentioned.
Bedroom is an
intimate, personal
retreating zone
especially in the
condominium for the
urban middle class
people. They tend to
invest into bedroom
as pirority.
To develop Marketing
campaign around
bedroom topic
Approach sales
directly to real estate
company
Innovate new
products for
Condominium
Content Intelligence Consideration
Analysis Questions to
Consider
In gathering these data points,
ask yourself these three
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questions:
1. [Awareness]: What topics
are driving traffic?
2. [Engagement]: What
content is keeping people
engaged?
3. [Conversion]: What
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for more information, please contact:
Website: www.zanroo.com
More information, please contact:
Myljoy Polestico
Tel: +65 81382007
Copyright © 2017 Zanroo Limited. All rights reserved.
Reproduction in whole or in part without the permission of the copyright holder is strictly prohibited.
THANK YOU
Website: www.zanroo.com
Email: [email protected]
Copyright © 2017 Zanroo Limited. All rights reserved. Reproduction in whole or in part without the permission of the copyright holder is strictly prohibited.
THANK YOU
Website: www.zanroo.com
Email: [email protected]
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