Lots of market research goes into identifying what content resonates most with target audiences. A lot less time and effort goes into discovering why content resonates.
Data analysis can show what content clicks and what content crashes. Semantic content analysis comes into play to determine why text or images clicks.
The simplest form of semantic content analysis is asking viewers what they liked about something they read or saw. You can ask open-ended questions or ask viewers to rank specific elements of the text or image. For example, you could ask about the background, lighting, color combination, product view and people in marketing material. Responses would provide valuable clues about what the secret sauce of eye-catching and appealing content.
For text, questions about a product might zero in on the language used, emphasis on unique features, mention of the value proposition and description of ease of use.
A variation of this simple approach would be to ask a group of loyal consumers to evaluate and rank recent TV and social media advertising. In addition to asking what resonated and what didn’t, you could ask these consumers whether the advertising conformed to their understanding of your brand promise. You also could ask for their suggestions of advertising content.
These simpler forms of semantic content analysis can occur effectively in live formats or online. In many ways, they are similar to focus groups, but focused less on messaging and more on impression.
Big data, with the use of artificial intelligence, may allow you to scale semantic content analysis. By compiling actual human reactions to specific text and image traits, machines can adopt a human-like eye that can be applied to marketing material as it’s being developed. The idea would be to eliminate guesswork by conducting analysis before it goes public.
If content marketing is your mainstay marketing strategy, it makes sense to spend extra time to ensure your content does what you intend it to do in the eyes of your target audience. In the absence of X-Ray vision or omnipotence, asking your audience to assess your content and tell you what they like is a pretty straightforward and smart approach. Engaging them in your content creation process may produce unexpected rewards – content requested and delivered.
Often big terms, such as semantic content analysis, sound ominous. However, when you break the task down to basic consumer engagement, it can be as simple as asking your consumers for feedback – or questions. That can pave a pathway for you to follow to content marketing success.