Several mounting trends — including constraints to third-party data, consumer expectations for brand authenticity, and pandemic-accelerated direct digital commerce initiatives — are forcing brands to drive more customer engagement through editorial content. Competition for time and attention is fierce, so brands are performing data-driven analysis of their content more than ever. It’s this opportunity that content intelligence technologies are designed to meet. In this webinar presentation, guest speaker Ryan Skinner, Forrester’s principal analyst for content intelligence & strategy, joins this Knotch webinar alongside Kurt Newsom, Commercial Banking Marketing Measurement Lead at Wells Fargo to discuss this new category of content intelligence; and why, when and how brands should invest in it.
– How data-driven content strategies can drive business outcomes
– What the three types of content intelligence technologies do
– How brands and content leaders should approach a content intelligence initiative