//How to use content in a market intelligence strategy
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How to use content in a market intelligence strategy

 

 

how to use content in a market intelligence strategy - How to use content in a market intelligence strategy Content information reinforces your market intelligence and your chances of survival in the marketplace.

We have already explored the importance of content intelligence, and it has become extremely clear that, for such an important thing, businesses collect market knowledge quite sporadically.

In the end, marketing departments usually take the lead. However, it is no secret that almost all merchants already have more than they can handle.

In fact, a study found that 88% of marketers would prefer to devote more time to strategy rather than to a business. in the preparation of reports and analyzes. It's easy to see how content information that builds market intelligence is neglected in the pursuit of strategic work.

However, when an in-depth audience and market knowledge help you create content with a specific purpose, stand out in an overcrowded marketplace and grow your organization in a sustainable and healthy way, you can not deny the benefits of diving. data.

From content filtering on the Web to private sharing of knowledge, the role of content in a business intelligence strategy presents as many challenges as it benefits.

If it sounds familiar, you're in the right place. Plunge.

What is the situation between you and a well-executed market information strategy?

Market intelligence is designed to help a company establish a foundation and define its market position. This can generate new business opportunities and often even help the company find a new untapped angle in its niche.

Here's a set of daring goals, especially when you have a small marketing team that helps the entire business stay up to date with its usual daily work volume.

Market intelligence involves a range of decentralized activities, with access to relevant information not being controlled by an authority. Missing a key message represents a real and daily risk.

The solution is to organize and qualify the most relevant information with the help of a defined process.

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From setting goals to integrating content-driven market intelligence into your company's culture, here are the strategies that will help you achieve ultimate success from a well-informed organization.

Identify your true competitors with content intelligence

The first benefit of using content as part of your business intelligence strategy is identifying your competitors.

Your main direct competitors are those who sell products and / or services that compete for the same customers as yours.

Indirect competitors are those who may not have bids competing with yours, but still publish content in your niche, on topics of interest to your target audience .

Clearly, direct competitors should draw your attention to much of your attention, but you should not ignore those who stand out by offering content on topics relevant to your industry.

Manually search for your direct competitors

You can probably name your direct competitors in your sleep. But can you describe their particular market?

This is where auditing the content of your competitors is particularly useful. Depending on their content, you'll discover specific audience segments they target, how they position critical points and solutions, and much more.

It is obvious that the main asset of your competitor, his website, is an obvious starting point. Make sure you watch:

The blog section
Resource Sections (such as eBooks or Content Concentrators)
Supporting documentation
Case Studies
Demonstrations of products
Pricing and Descriptive Pages
Reports and Data Possessed

Carefully note the topics, formats and positioning they take with everything on their website. You can follow these details in a spreadsheet or similar type of document and repeat it for all your main direct competitors.

Then make sure you do not miss anything else on the Internet, including visitor posts, up-to-date social media, YouTube and Vimeo, as well as press releases. [1945]

This might be a little harder to find because it is there that the right tools can help.

Using tools to search the content of a third-party competitor and indirect competitors

When it becomes too difficult to identify sources of content that mention either your direct competitors or your most important topics, you can use a feature such as Scoop's search content .it.

Search Content allows you to search by keywords and, more importantly, by the rules relating to the keywords of the layers.

For example, you can search for keywords only in the exact title or phrases in the content itself. You can use them to restrict your searches or exclude certain terms.

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In addition, you can add other filters such as popularity, relevance, freshness, language and even formats.

So you do not have to click on dozens of Google search results or spend hours finding relevant content on YouTube. Instead, you can search for relevant content in minutes, even if it was not on your main list of direct competitors.

Analyze the state of the content of your competitors

Once you've listed all the key components of the most relevant content for competitors, such as themes and formats, it's time to understand its performance and impact on the competitor.

That means it's time to look:

How often do your competitors publish content?
What content receives the most traction?
Where and how often do your competitors share their content?
Who are the people who share it and talk about it?
Do your competitors offer blocked content (that is, behind an electronic subscription)?
Is their content deep or does it only scratch the surface?

In addition to manually cleaning the social channels and newsletters of your competitors, here are some ways to identify these data:

Discover the best content with the intelligent suggestion engine of Scoop.it . Discover the content you need in minutes and configure your content on the autopilot. Identify the trend content based on your keywords and rank it according to popularity, coolness or refine to specific content formats, such as blog posts or newspaper articles:

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Use brand surveillance tools such as Brand24 . Tools such as Brand24 allow you not only to follow the markings and their feelings, but also to discover a list of the most influential people sharing this content:

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Use the "site:" search on Google . For Twitter in particular, you can discover some of the most impactful tweets of your competitors and those who mentioned them. It feels a bit like school, but in a few minutes you'll have exactly what you're looking for.

Simply type website: twitter.com @YourCompetitorsHandle and dig in it. Here is an example of these results:

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Do not forget that this information only has an impact if you pass it on to key members of your organization.

For example, what can your public relations team or this person do with this knowledge? What about social media marketers and business development representatives?

The more results your content intelligence will be exploitable, the more your entire business will become strong.

Give your organization information about content-driven markets

Even for companies that have successfully implemented a content intelligence process, the main challenge that prevents them from realizing this information is:

"How can I make this knowledge available to the whole enterprise?"

This is a painful question. You know that this knowledge can boost the growth of your business, but given the fact that …

Knowledge is everywhere and not only in the hands of some experts
Knowledge evolves and constantly updates
Knowledge must be stored, classified and shared

… it sounds like a heavy task in terms of administration and added value.

This is exactly what we had in mind when we created Scoop.it ' Collaborative Knowledge Sharing Program . .

With the private sharing of knowledge, you can ensure that your conclusions:

Contact the person or team who will find it most useful via email, smartphone or private content hub
Only available to persons who are supposed to see and use it
Authorize contributions from other key people in your organization

With Scoop.it Enterprise, you can launch a private and collaborative space:

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You can also identify your most popular, engaging, and useful content intelligence information by monitoring participation in your knowledge sharing program.

Finally, you can evolve this process by integrating it with the key applications and solutions you already use in your organization to ensure that critical information reaches the right people at the right time.

Take the necessary steps to feed your business information with the content

Do not forget that the dissemination of this information provides recommendations to key players in your organization.

By transforming content information into market information, you can help your business become more competitive, more efficient, and expand its market position.

If you want to see how Scoop.it can strengthen these efforts, help us and get a free demonstration of our software .

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