Are you looking for a way to give your content marketing an edge? Sentiment analysis is an innovative technique that allows you to measure the emotions expressed in text. Read on to find out how you can use sentiment analysis in your content marketing campaigns and get the most out of it.
Sentiment analysis at a glance
It is the process of determining whether a piece of writing is positive, negative, or neutral. It can be used to analyze reviews, social media posts, and other types of user-generated content. Sentiment analysis uses natural language processing and machine learning techniques to classify the sentiment of a piece of text. According to Oracle, 59% of marketers who absolutely can’t live without AI say their marketing strategies are extremely successful.
Once you have determined the sentiment of a piece of text, you can use this information to help inform your content marketing strategy. For example, if you find that most people react positively to your blog posts, you might want to consider creating more blog content. Or, if you find that people tend to react negatively to your tweets, you might want to tone down the frequency or content of your tweets.
In general, sentiment analysis can be a useful tool for understanding how people feel about your brand and content. By incorporating it into your content marketing strategy, you can get a better sense of what works well with your audience and what doesn’t.
According to Polaris Market Research, the global sentiment analytics market was valued at USD 3.15 billion in 2021 and is expected to grow at a CAGR of 14.4% during the forecast period.
Improving your business efficiency by using Sentiment Analysis
There are a few different ways that Sentiment Analysis can be used in content marketing. One way is to use it to inform your content strategy. You can look at what topics are being talked about the most and what kind of sentiment is being expressed towards them. This can help you to decide what kind of content to create and how to position it.
Another way to use Sentiment Analysis is to monitor your brand’s reputation online. According to Semrush, creating a consistent brand image can increase your company’s revenue by up to 23%. You can track how people are feeling about your brand and look for any problems that need to be addressed. This can help you keep your finger on the pulse of your audience and make sure that you are meeting their needs.
Lastly, you can use Sentiment Analysis to measure the success of your content marketing campaigns. By tracking how people feel about the campaign as a whole, and about each piece of content individually, you can get valuable insights into what is working and what isn’t. This helps you to fine-tune your campaigns for maximum impact.
We had the pleasure to discuss more details about this topic with Sanjay D’Humières, co-founder & CEO of RTCX. Sanjay has acquired extensive experience in large media organizations such as the BBC, Fremantle and Disney Channel working on Social TV and digital marketing projects before creating his own company in 2017. You can watch the whole discussion on our Youtube’s channel.
The growing importance of Sentiment Analysis in a data-driven world
When it comes to incorporating sentiment analysis into content marketing, there are both advantages and disadvantages that should be considered.
On the plus side, sentiment analysis can help you to gauge how your audience is feeling about your brand or product. This can be valuable information to have when planning your content strategy. Additionally, sentiment analysis can help you to identify potential issues with your product or service before they become major problems.
On the downside, sentiment analysis can sometimes be inaccurate. Additionally, it can be time-consuming to set up and track sentiment analysis for your content marketing efforts.
Uses for content marketing
Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
While the end goal of content marketing is usually sales, it doesn’t start there. The first step is building an audience. And to do that, you need to produce content that potential customers will find useful, interesting, and trustworthy.
One way to ensure your content is resonating with your audience is to analyze the sentiment around it. Sentiment analysis is the process of determining whether a piece of text is positive, negative, or neutral. This can be done using natural language processing (NLP) algorithms.
There are a number of ways you can use sentiment analysis in content marketing:
1. Identify what topics are resonating with your audience
If you’re producing a lot of content on a variety of topics, it can be helpful to use sentiment analysis to see which topics are being well-received by your audience and which ones are falling flat. This will give you a better idea of what kinds of content to focus on in the future.
Our client in the Wellbeing Industry was looking for ways to reach their targeted audience more efficiently. We started to improve its LinkedIn communication. Discover more about this project here.
2. Monitor how your brand is being talked about online
Negative sentiment can be damaging to a brand — but if you’re not monitoring what’s being said about you online, you won’t know if there’s a problem. According to Lexalytics, in the age of social media, a single viral review can burn down an entire brand. On the other hand, research by Bain & Co. shows that good experiences can grow 4-8% revenue over competition by increasing customer lifecycle 6-14x and improving retention up to 55%.
Align your content with your audience’s needs and wants
Some examples of successful sentiment analysis in content marketing include:
1. Identifying customer pain points
By analyzing the sentiment of your audience, you can identify areas where they are unhappy or dissatisfied. This information can then be used to produce content that addresses these pain points and provides solutions.
2. Creating more targeted content
Sentiment analysis can be used to segment your audience into different groups based on their attitudes and feelings. This allows you to create more targeted and personalized content for each group, increasing the likelihood that it will resonate with them.
According to Oracle, 43%of marketing organizations will be adding personalized content and offers to their marketing strategy in the year ahead.
3. Improving customer satisfaction
By monitoring the sentiment of your audience, you can get an early warning sign of potential problems that could impact customer satisfaction. This information can then be used to take action to prevent or resolve these issues before they cause lasting damage.
4. Generating new ideas
Sentiment analysis can give you insights into what topics are resonating well with your audience and which ones are falling flat. This information can be used to generate new ideas for content that will be more likely to engage and interest your readers.
In conclusion, Sentiment Analysis can be a great tool for content marketers to gain insights about their customers and use those insights to tailor their content accordingly. By understanding how your audience feels about certain topics, you can create more engaging content that resonates with them. With the right strategy in place, sentiment analysis can be an invaluable addition to any effective content marketing campaign.
Feel free to contact us if you need more details about sentiment analysis, content marketing, branded media and more.