Marketers will tell you content and messaging are critical components to drive campaign success and return on marketing investment (ROMI). If this seems obvious, why is it such a challenge for marketers to identify content that increases response rates and drive the desired customer experience (CX) and action? Content analysis is the answer (or at least the first step). The IWCO Direct 1to1℠ platform applies an artificial intelligence (AI) guided content review to analyze message sentiment, assess reading comprehension, and monitor for brand violations, all in real-time.
Sentiment Analysis Can Drive Customer Perception
Message content sentiment and complexity are key to ensuring the appropriate tone is being used for the intended audience. Many organizations don’t realize how quickly certain language can derail a marketing campaign. Certain industries have the additional challenge of regulatory requirements and the dreaded “legal review” that mandates content, and doesn’t consider its impact on CX. The content analysis capabilities embedded within the IWCO Direct 1to1 platform identify sentiment levels and offer marketers a chance to revise messaging to obtain the desired positive, negative, or neutral tone. Consider the following “mixed message” (figure 1):
Without question, unfocused messaging with multiple sentiments can elicit response. The key is to determine what response and action you are trying to obtain. Simple changes to word choice and sequencing can alter the customer perception of your organization from supportive to antagonistic in the blink of an eye.
Systems like IWCO Direct 1to1 provide instantaneous feedback during the content development, editing, and review process to guide the outcome without imposing restriction. As figure 2 illustrates, a slight revision in word choice and sequencing can have an important impact on overall message sentiment. This results in maximum messaging flexibility and effective personalization. And while important, sentiment alone is merely one aspect of critical messaging.
Content Analysis Can Help Your Audience Understand Your Message
AI infused analysis has helped us to better understand the sentiment in the above message, but what about readability? Readability analysis is used to focus attention on using clear and concise language to ensure the greatest level of comprehension across a given audience.
There are a multitude of ways to determine reading levels. A typical approach to analyzing readability is to use an educational grade level comparison. One easy to use and understand standard is the Flesch-Kincaid method, which aligns reading ease to U.S. grade levels. The building blocks are relatively simple. Sentence length, as judged by the average number of words in a sentence, and word length, as judged by the average number of syllables in a word are analyzed to provide a score. The rationale is straightforward. Sentences that contain lots of words are more difficult to follow than shorter sentences, and words that contain a lot of syllables are harder to read than words with fewer syllables. Text intended for readership by the general public should aim for an 8th grade comprehension level.
Figure 3 shows the analysis of our example message. The appropriateness of the scoring is at the discretion of the content manager. The IWCO Direct 1to1 system highlights the comparison between the desired and actual values to bring awareness during message content development and the review process. This also happens in real-time so as not to impede the process by requiring secondary analysis.
Ensure Consistent Brand Messaging
Content analysis can also examine communications for company-specific brand violations to quickly identify and resolve any concerns. Marketing teams can put preferred brand parameters in place, and anything that falls outside of these parameters will immediately be flagged for resolution. Figure 4 shows an example of message specific brand standards and corresponding highlighted content. By using this compilation of key communication attributes, marketing campaigns can be optimized to enhance responsiveness and the overall customer experience.
Marketing communication content analysis offers a quick and effective way to manage content while reducing resource time and effort. Thousands of communications can be reviewed in minutes to identify areas for improvement. This identification simplifies and standardizes the marketing campaign management process and eliminates the need for manual review.
In the marketing world, CX is key. By using content intelligence to analyze content sentiment, reading comprehension, and brand, IWCO Direct 1to1 content analysis capability offers significant value for our clients. Being able to provide intelligent analytics quickly and accurately offers organizations a way to effectively edit and manage content to deliver optimal CX. For more information on the IWCO Direct 1to1 platform and how marketing communications content analysis can benefit your organization, contact me.
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