Studies on the ROI of marketing content tell us that 5% of branded content generates 90% of total consumer engagements. With better insights on which types of content generates those engagements, marketers can focus their energy, time, and money producing more of the content that delivers results.
We recently launched a new offering called Active Content Intelligence to help marketers gain a deeper understanding of which content actually works to engage audiences and drive conversions across content themes, topics, types and sources.
But why do brands need Active Content Intelligence? And why now? To answer these questions and more, I spoke with OneSpot Chief Strategy Officer David Brown.
OneSpot (OS): The team has initiated a transformative approach to measuring content performance with Active Content Intelligence. What do we mean by “active” and how is that different from traditional measurement approaches?
David Brown (DB): “Active” content means content that is particularly good at driving action. What we’ve learned from analyzing billions of content interactions is that individuals who consume 3 or more pieces of content in a single session act at a disproportionately high level – up to 500% higher than individuals who consume one or two pieces of content. We believe this is an important new way to consider audiences, so we have labelled these individuals Active Content Users, as opposed to Passive Content Viewers.
Our approach to measuring content performance is focused on understanding the ingredients that lead to this deeper level of content consumption – specifically content engagement, content re-circulation and action rate. We created a weighted index of each piece of content and topic. The weighted index is unique, and the way we generate topics is also unique. Rather than rely on metadata to determine the topics, we re-create the topics by instantly analyzing all of your content – title, text and image – through natural language processing. This takes away the human error that is rife in metadata that relies on human intervention.
OneSpot’s approach to content measurement is different because it aims to focus on the performance of the content itself, rather than the performance of the channel in which the content sits.
OS: Why is this evolution (from traditional analytics to active) so powerful for marketers today?
DB: Content has suffered in the analytics world, because it it has not been measured consistently across all channels. Instead, content measures have varied based on the channel metrics as well. This has created a bias. If you believe, as many marketing leaders state, that content is the future of marketing, it is important to have a consistent measure of quality for content. Active Content Intelligence allows you to do just that.
OS: Why is the need for better intelligence on content performance so pressing today vs. 5 years ago?
DB: Five years ago nobody had a job title that included content. Now, thousands of marketers have moved into the content era across all channels. It’s time for content strategy and measurement approaches to catch up, and to be consistent.
OS: The data shows that brands are creating more content, but more content isn’t having a positive impact on customer engagement. In fact, 95% of content doesn’t have an impact at all. This seems like a huge miss for content teams. How does this happen? What do you think is the cause of this disconnect between scaling content production and content ineffectiveness?
DB: This is for two reasons. First, most content efforts are not underpinned by a strategy. Decisions on what content themes, topics, types and stories to focus on are made randomly or qualitatively. Second, content measurement efforts are lagging content creation, so there is little understanding of what impact that content is having.
OS: How will Active Content Intelligence lead to better executed and more effective individualization efforts?
DB: It will not affect individualization directly, but indirectly it will allow marketers to better understand what parts of their content strategy are driving more performance. With a larger library of high-quality content, this will become a better ingredient for advanced content personalization, or what we call individualization.
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