Again in March 2023, I printed The Future Of B2B Content material, a report that I mirrored upon in current weeks when my colleague Jessie Johnson and I printed a brand new report, In The Age Of AI, Entrepreneurs Want To Rethink Content material Intelligence. Within the first report, I proposed that entrepreneurs should take a contemporary have a look at the character of content material, declaring that, as an alternative of considering of content material as a container of data that’s pushed to an viewers, entrepreneurs should leverage content material as knowledge in an info trade with prospects and different stakeholders. In that report, I quoted Bence Gazdag, vp, world advertising expertise, at Oracle, which stays prescient: “Right now, corporations predict a buyer journey; sooner or later, we’ll merely learn their precise journey within the knowledge — that’s the nirvana.” We could not have reached that nirvana, however with AI, it’s maybe an entire lot nearer!
Within the new report, we outline content material intelligence as:
The seize, correlation, and evaluation of knowledge about content material and its consumption to tell purchaser and buyer insights, drive activation, and ship extra significant efficiency measurement.
Content material intelligence gives a data-based framework for entrepreneurs to harness predictive and generative AI to uncover shopping for alerts and trade worth with consumers and prospects by means of the differentiated experiences they demand. By doing so, entrepreneurs can transition from an usually vicious cycle of ineffective content material manufacturing to a virtuous cycle of constantly enhancing the shopper expertise with extra personalised engagement. Andrew Bolton, chief buyer officer at Knotch, put it this fashion: “Content material measurement gives a metric, however content material intelligence reveals the ‘why’ behind it — and, extra importantly, guides and helps the actions to take based mostly on that perception.”
Forrester’s Advertising Survey, 2024, exhibits that two-thirds of B2B advertising decision-makers mentioned they’d improve their advertising tech spending on AI content material creation. Doing so will open a world of content material intelligence alternative. Generative AI helps B2B entrepreneurs leverage content material as knowledge by creating asset and interplay metadata that helps them detect, classify, and extract shopping for alerts from purchaser and buyer interactions. As a result of AI options in content material applied sciences can auto-tag content material attributes, content material intelligence is codified into asset creation and activation. Then, by successfully analyzing viewers and interplay intent and situations, entrepreneurs can use content material intelligence to activate and tailor content material, adapt and optimize it, and ship more and more frictionless, personalised interactions.
We suggest that each one entrepreneurs with B2B content material tasks begin placing the important constructing blocks for content material intelligence in place. Consider the present expertise that’s supporting the content material lifecycle for content material intelligence capabilities and embrace your digital engagement programs, income advertising platforms, and dialog automation programs. This may assist solidify your genAI and total content material applied sciences roadmap to plot the place such capabilities could also be constructed into the options you propose to undertake.
Make 2025 the 12 months you get good on content material intelligence!
Forrester Choices shoppers: Entry the report back to study extra about harnessing content material intelligence and attain out to your account supervisor to schedule steerage or inquiry periods. Additionally, take into account attending our Content material Intelligence Workshop at Forrester’s B2B Summit North America 2025 this March 31–April 3 in Phoenix.
