As 44% of CMOs see information overload as a key barrier to better relationships with consumers, it has never been more important for brands to develop meaningful content that will truly emerge from the noise. To be relevant in people’s lives, content should be based on robust audience insights, personalised and consistent throughout environments. In other terms, it should start with data and end with data. Intelligent Content is our process of creating and producing multi-format content that is grounded in data, made for real people, and achieves business goals.
We help brands take control of the conversation by leveraging consumer intent to create content experiences that drive audience engagement and commercial success. With access to best-in-class content creators, we produce original content that can take many forms and be accessed across every platform used by the target audience: social media, brand publishing, search-driven content, display, video, mobile applications, landing pages, product descriptions, blogs, microsites and more.
Many companies can offer production. Some of these will offer strategy. A few will even offer paid promotion. We not only deliver all of this at market-leading quality, but also bring in the full force of our data and channel expertise to make sure we start from data-driven insight and end with data-driven proof. Data-infused creativity: at the heart of our content approach is a deep-seated capability to use data to both develop rich audiences and inform the content strategy. With a detailed, written content and editorial strategy, we execute all creative assets required. Data-driven performance media: we determine where audiences will be and where they’re likely to act to ensure the relevant content is positioned in the right place at the right time.
We put search data at the forefront of user intent. This is combined with proprietary panel data, social media data, third-party data and competitive analysis. To save on human cost, in-house machine learning can process this information at massive scale.
We can create any type of content at any kind of scale – from quick and effective copywriting to video, commerce-driven product description or publisher-quality printed editorial. We create content that’s right for brands’ audiences, right for publishers, and optimised for platforms.
We leverage the most effective tactics to distribute and optimise content pieces where and when it matters the most: natural search, influencer marketing, paid search, paid social, native advertising, programmatic video, retargeting and re-messaging tactics, etc.
We combine rigorous tagging, analytics setup, social listening and attribution modelling to build custom content analytics, which means we can prove the real returns of our content.