Content Marketing by the Numbers: BrightEdge Expands Platform with Content Atlas, Intelligent Experiences
Two New Products Give Marketers the Technology They Need to Win on the #ContentBattleground
SAN MATEO, CA - September 22, 2015 - BrightEdge today unveiled two new products, Content Atlas and Intelligent Experiences, at Share15, the industry event for digital marketers by digital marketers. The offerings work in tandem to create real-time visibility into an organization’s content marketing program and allow marketers to easily communicate impact on revenue goals as well as curate a data-driven playbook to optimize content performance and ensure maximum results.
“Content marketers today are operating in a hyper-competitive landscape, and to win consumer attention they need a whole new type of technology. That’s why we build on top of the web-wide insights of our Data Cube and the automated decision-making of our Data Quant,” said BrightEdge CEO Jim Yu. “If Content Atlas is the ‘what’ and ‘why’ for marketing leaders, Intelligent Experiences is the ‘how’ for practitioners. It’s all about driving content performance and these technologies are handing marketers the reins.”
Content Atlas: Tying Content Performance to the Bottom Line
Many marketers struggle to run content marketing by the numbers and easily communicate the business impact of their efforts. According to a recent BrightEdge survey spanning 1,200 brands across several industries, 59 percent of marketing professionals say their content marketing budget is not aligned with actual performance. They've long relied on expensive consultants and the tedious process of manually cobbling together data across program components and phases of the customer journey, only to show limited scope and a flurry of marketing metrics to which other business stakeholders can’t relate.
Powered by BrightEdge’s Data Cube and Data Quant, Content Atlas enables marketers to access real-time insights on their content so they can easily communicate its impact on business results. For the first time, marketers can run content marketing by the numbers for any audience, automatically mapping content performance across the four key phases of the customer journey – awareness, consideration, purchase and loyalty – and comparing it against the competition. This in turn helps them validate investment in content that generates the greatest return and scale back or improve those that yield lower returns. Content Atlas displays all of this rich information in a multi-dimensional dashboard designed to make it easily shareable with company executives and other business stakeholders.
“As a marketer, I look at the digital tools and platforms that will give us the ability to measure and derive performance. We can then choose the tools that best drive revenue and have a place at the executive table,” said Clay Stobaugh, EVP and Chief Marketing Officer at Wiley. “The BrightEdge platform enables us to identify problems most people didn’t know existed.”
Intelligent Experiences: Designing a Content Playbook for Practitioners
Complementary to Content Atlas, Intelligent Experiences combines real-time visibility into content performance with suggested tactics and workflows to inform strategies that win on the content battleground. It builds on existing investments in digital content systems, including legacy CMS and e-commerce systems that automate workflow but fail to provide intelligence about actual content performance or an understanding of the customer experience.
Intelligent Experiences empowers practitioners to create more engaging, curated experiences for consumers. It delivers this intelligence based on the brand’s content performance and their competitors’ to help marketers remain ahead of the pack. It also provides a “content playbook” to target specific customer segments, identify gaps in content strategy and prioritize time and resources toward the ones that drive real business results. In addition to automatic prioritization of content opportunities, Intelligent Experiences generates suggested content elements — like keywords, visuals, links and more — to accelerate content optimization and get relevant, engaging content in front of top audiences.
“When running a complex content program, it can be challenging to produce polished content that will resonate with your audiences given how many minute, but important, details there are to consider — not to mention how much competition we're up against,” said Jesse Farley, Online Marketing Strategist and SEO Manager at Cabela's. “What marketers need is a GPS that helps us leverage the massive amount of content performance data out there to produce strategic content that performs, and BrightEdge's technology provides that."
BrightEdge is the essential content marketing platform that transforms online content into tangible business results such as traffic, revenue and engagement. BrightEdge's S3 platform is powered by a sophisticated big data analysis engine and is the only company capable of web-wide, real-time measurement of content engagement across all digital channels, including search, social and mobile. BrightEdge’s 1,200+ customers include global brands such as 3M, Microsoft and Nike, as well as 41 of the Fortune 100. The company has eight offices worldwide and is headquartered in San Mateo, CA.