Creating content that resonates with your audience is crucial for any content marketing strategy. One way to achieve this is by using sentiment analysis. Sentiment analysis is the process of determining the emotional tone of the text by analyzing the words used in it. In this blog post, we will explore how sentiment analysis can be used in content marketing to create content that resonates with your audience.

Audience-oriented content: a must-have in 2023

Delivering high-quality, valuable content for its audience is any brand’s goal when it comes to communication. After all, 73% of customers expect brands to understand their unique needs and expectations, as stated in a Salesforce report. That’s why, to achieve this goal flawlessly, great knowledge of your audience is essential. 

In 2022, not only we have seen more attempts at improving personalization techniques, but a growing interest in AI-based tools for content marketing. According to Oracle, 42% of marketers say they already trust AI to personalize content and offers in real time. And the trend will only continue in 2023. 

Knowing your audience is only the first step to achieving a result-driven marketing strategy in 2023. Check out our blog for 3 tips to follow for a successful content marketing strategy here. 

With these ever-changing trends, how can you be sure of how to retain your audience’s attention? Discover this list of 20 DO’s to take into account for a more engaging customer experience here

Sentiment analysis: the game-changer of content marketing

Sentiment analysis is the process of using natural language processing and machine learning techniques to determine the emotional tone of the text. This can include determining if the text is positive, negative, or neutral. Sentiment analysis can be applied to various types of text, including social media posts, reviews, and articles.

Sentiment analysis promises to revolutionize how we perceive brand-to-customers interactions. Check out our 2023’s State of Content Marketing Report and discover our take on the next big things in content marketing here. 

In 2022, community building on social media and better quality of written content were key areas of content marketing investment for 41%, respectively 40% of the marketers responding to a SEMRUSH report. One way to integrate sentiment analysis into your content marketing strategy is to analyze social media posts to determine what topics and types of content are resonating with your audience. For example, if you notice that your audience is responding positively to posts about a new product launch, you can use this information to create more content about that product.

Supporting your audience’s digital journey with relevant content is always the golden ticket. Discover what remarkable results this approach has brought to one of our clients in the workwear and mat industry here

Another way to use sentiment analysis in content marketing is to analyze customer reviews. Demand Sage notes that, in fact, customers spend 50% more with businesses that respond to reviews at regular intervals. Just imagine what the actual, efficient implementation of feedback can do. By analyzing the sentiment of reviews, you can determine what customers like and dislike about your products or services. This information can then be used to improve your offerings and create more content that resonates with your audience.

Enhancing the value of brand communication

45% of marketers say organic search has the highest ROI of any channel they use, with 23% of media planners leveraging it for the first time in 2022, according to HubSpot. No wonder brands continue to invest in blog articles. Sentiment analysis can also be used to analyze the sentiment of articles and blog posts. This way, you can determine what topics are resonating with your audience and create more content on those topics. For example, if you notice that your audience is responding positively to articles about a particular industry trend, you can create more content on that trend. 

Want to create catchier articles to turn your blog into your audience’s favorite go-to reading place? Check out this article on how to easily enhance your writing here.

In addition, sentiment analysis can be used to identify trending topics and conversations that are happening in your industry. By understanding the sentiment of these conversations, you can create content that addresses the concerns and interests of your audience. One of the most important things to keep in mind when using sentiment analysis in content marketing is that it’s not always about creating positive content. Negative sentiment can also be valuable in understanding what doesn’t resonate with your audience and can help you to avoid those topics or improve upon them.

Identifying the right topic to approach is essential in building a valuable conversation with your audience, regardless of the channel. Discover how insightful communication helped our client in the Sustainability Industry become a digital authority here

In conclusion, sentiment analysis is a powerful tool that can be used to gain insights into what topics and types of content are resonating with your audience and use that information to create more effective content. However, it’s essential to keep in mind that sentiment analysis is not always 100% accurate. A content team can help you get the best of data while still maintaining high-quality, engaging communication with your audience. 

If you need help building your future-proofed content marketing strategy, you can always book a call with us here