Can business intelligence transform the link building process?
If you talk to anyone who works in marketing, you’ll hear about two different worlds: the advanced analytics that provide information on how their website, advertisements and even individual posts are performing, and the highly manual world of content development and link building.
In other words, while advanced data systems provide large amounts of information about marketing outcomes, we don’t know a lot about the early phases, and it’s very difficult to automate that component. Could that be about to change?
A closer look at the growing business intelligence market suggests that marketing is on the cusp of a revolution. By using AI to develop better marketing procedures, businesses can boost their visibility to potential clients and achieve a higher level of impact with a lower investment. Business intelligence promises to bring automation’s power to a distinctly manual function.
Data-Backed Marketing Decisions
Considering how central data is to most other business decisions, it should come as no surprise that 56 percent of top marketers believe data produces better decisions and outcomes than experience. Yes, knowing the field is always beneficial, but data-driven systems are able to detect small shifts and changes before they’re noticeable to human observers.
This is important if, for example, influence is shifting away from a particular publishing venue. Business intelligence systems have the scope to determine whether a strategy is declining. For this to be effective, though, businesses need to develop more robust content intelligence programs.
Content Intelligence At Scale
What makes content intelligence different from BI or AI systems? Content intelligence isn’t new, but as our technology advances, its meaning is shifting. By turning to standard marketing analytics and applying insights about conversion rates, social sentiments, and current content production, content intelligence is able to better interpret and even ‘grade’ content to determine where it will best serve a business. And this added element of automation can help increase the scale and reach of marketing efforts.
Scale is a serious issue when it comes to marketing because, while it’s easy to place content on low-level sites when you’re getting started, finding the right placements gets more challenging as your business grows. When you hit a marketing plateau, then, it’s time to scale up your link building. You have to develop more linkable assets that can be distributed to outside sites.
Or, equally likely, you need to find outside marketing professionals who can build these assets. These will give you leverage when working with high-profile publisher sites.
Making Your Case With Content Intelligence
If companies are going to succeed with their content marketing strategies and engage in more advanced link building then they need to be able to make a strong case for working with high profile publishers. Data, of course, is at the heart of making this case, and that includes the process of preparing data for presentation.
The technology for data preparation is still in the works, but is likely to develop and become more valuable as content intelligence becomes more important.
At present, most daily data management is still done in Excel or CSV rather than through more advanced software. However, more advanced BI would allow businesses to develop a data-based argument for which publishers are best suited to their needs, could demonstrate how both would benefit from working together, and predict the performance of posts based on grading, past experience and other machine learning-based metrics.
Content is still king in the marketing world, though in a different way than it once was. Today, content is king because it anchors the link building process, establishes authority, and demonstrates knowledge. With the rise of content intelligence, then, businesses will soon be able to act on a deeper understanding of what they create and deploy. Indeed, every time a business makes decisions based on machine learning or predictive analytics, they’re acting on the cutting edge.
It’s an exciting time and an opportunity to push the limits of what marketing can achieve.