Content is the fuel of marketing.
From a niche strategy, it has become pervasive in all marketing activities: from generating brand awareness, to SEO, to generating leads and nurturing them and beyond. We have to deal with the fact that the modern buyer wants to understand how things work and make decisions on his or her own terms. Content Marketing comes into play here:
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. - Content Marketing Institute
We have more and more expectations from content. However, even for successful marketers, content marketing is largely seen as unpredictable. That’s why we need Content Intelligence as it makes content marketing more predictable and more broadly, it makes marketing overall more measurable.