When it comes to content intelligence, it is applied in the form of data recognition and tracking. For example, this could involve a CRM that anticipates a contact's likelihood to close or a platform anticipating why your content is driving engagement. This information can then be used to inform decisions and strategize more effectively.
Imagine you took a world-class business writer and asked him to rate the quality of several pieces of content in a blind test. Would he be able to tell which ones were created by humans and which ones were produced by automated writing? Well, that's exactly what Mark Schaefer addressed recently. To find out that… "two of the top three posts were written by a computer." Given that Mark is one of the most respected speakers and writers on marketing, with a successful blog, an impressive audience and numerous publications, I wouldn't blame you if it sounded so.
Back in March, when the hype surrounding headless content delivery was at its peak, we implored headless CMS vendors to consider the marketers during the transition. Almost none of them were. That's when IBM digital offers specialist Manil Allal reached out via Twitter to proclaim that IBM did. Allal was referring to the IBM Watson Content Hub, a cloud-based headless CMS that, according to Allal, isn't just a plaything for the IT department. To verify his claims, CMSWire spoke to IBM principal offering manager David J. Strachan about the platform and what it means to marketers who feel isolated by the emergence of headless technology.
No doubt you've heard of this thing called content marketing. But just so we're on the same page, content marketing is: "A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience -- and, ultimately, to drive profitable customer action." Basically, it's all about using information to help people understand and solve their problems – usually with your product or service. But note the words creating and distributing. Content marketing isn't just writing blogs and hitting publish – although that's a core part of it.