CIO Bulletin

A SaaS platform provider helping brands connect their content to desired business outcomes: Knotch

Content intelligence is a technique which uses software and artificial intelligence to measure the impact of content and generate content strategy insights. Content marketing has become one of the primary ways in which marketers try to reach prospects and customers online. Accurate estimates are hard to come by, but by some measures hundreds of millions of pieces of content are created daily. When accounting for all the different types of content being created from blog posts and white papers, to photos, videos, and social media posts, the amount of content creation being done by marketers is truly gargantuan. Given the vast scale of content being created, it becomes increasingly difficult to get a full measure of the impact that content is having, which is where content intelligence comes into play. Measuring the impact of content created at a mass scale is greatly aided by big data analysis that artificial intelligence and machine learning systems can provide. Knotch is the independent Content Intelligence Platform that helps CMOs and their teams measure and impact the outcome of their content efforts. Knotch enables marketers to measure content marketing performance across all owned and paid strategies and to take advantage of real-time content performance measurement to immediately optimize assets and channels. The Knotch platform shows marketers how to track content performance with invaluable qualitative content metrics using a real-time audience feedback unit and aggregates all metrics and content analytics on a content marketing metrics dashboard. The Knotch content intelligence software also provides access to critical content performance analysis and insights and delivers a content planning platform that enables CMOs to develop a content plan informed by competitor and publisher analysis.

Knotch began its journey in 2013 in Silicon Valley as a small group of visionaries obsessed with giving consumers a voice online — a voice that would help shape their data profiles and identities in relation to the brands they loved. The company’s mission from Day 1 was to bring a more transparent feedback loop between consumers and brands online, knowing that this would make the internet a better place. Today Knotch thinks of content as the best conduit for that conversation between a brand and its customers, partners, employees, and investors. That is why Knotch has taken up the job to be THE Content Intelligence Platform that enables brands to connect content to outcomes. Knotch made the move to New York City in 2016, and are now a team of 70 data & design nerds, hard workers, and dog lovers. At Knotch, the team is proud of the work they do and the people that make it happen. Knotch is a remote-first company and growing quickly, yet still staying true to its values of relentlessness, inclusiveness, and most of all transparency. To effectively develop a winning content strategy, you need to be able to create, measure and optimize every aspect of your content and more importantly you need to be able to quantify its impact on your business. With Knotch’s content intelligence platform (CIP), the company has moved beyond simple metrics about the visibility of your content to providing a deeper understanding of its structure, the context of its performance and most importantly the impact it is having on your business. In short attaching all your content directly to specific business outcomes.

The Knotch Content Intelligence Platform

Knotch pioneered the content intelligence space with the introduction of its content intelligence platform (CIP), over four years ago. This ground breaking technology allowed companies to move beyond the simple visibility metrics that traditional web analytics products provided to gain a deeper understanding of their content’s actual performance. Through the collection of richer content specific data and the use of AI Knotch is able to help your company more effectively create, measure and optimize your content. The Knotch CIP provides a 360-degree view of all your content-specific data, allowing you to gain a holistic view of the performance of your content, so you can continually optimize its performance. Knotch BIOS delivers AI driven, benchmarks, insights, outcomes and scores that provide context to the performance of your data to allow you to quickly identify actionable insights that you can take to improve your content’s contribution to key business outcomes. Delivered in a user interface that is designed for marketers and content professionals, Knotch allows you to quickly see and understand everything about your content from the competitive landscape to the critical metrics. By combining all of this powerful functionality, Knotch is able to give your teams an unparalleled perspective on your content and its performance, but they don’t stop there. By leveraging the rich data that Knotch collects and combining it with its AI, the company is able to attach your content directly to scoring for key business outcomes. These outcomes provide a way for you to know that your content is achieving its business goals.

Today’s content leaders are under pressure to scale their content operation. Pressure to grow audiences. Pressure to increase content quantity and quality. Pressure to gain alignment across siloed organizational structures. This can surface uncertainties about the best direction to take across people, process and platforms. Knotch Consulting provides the solution by making its highly trusted industry experts accessible to help answer your questions and provide a sound roadmap, so you can make informed decisions and build confidence in your content organization’s ability to drive business outcomes. It shouldn’t take you hours on Google to find out what content is trending and what your competitors are publishing. Knotch eliminates the bias of web search engines and the manual work required to conduct content research so you can spend time on what matters. Market research used to be burdensome and time consuming. With Knotch you can work exponentially faster and more precisely than traditional methods. Trending intel is automatically surfaced to you. Or, leverage a proprietary content search engine to conduct lightning-fast research using filters. Manually staying on top of every piece of content your competitors publish and analyzing its performance is unfeasible. Knotch makes it possible, and effortless.

Add your competition to a custom “competitors list” for active monitoring that keeps you informed on all of their content activity
Easily create side-by-side performance reports for up to 10 competitors that automatically generate every week and at the end of the month
View, consume, analyze and save your competitors’ content to your library without ever leaving Knotch

Market Research & Intelligence at Your Fingertips

Stop using legacy web analytics and relying on publishers to get the data and insights you need to understand how your content is performing. Knotch is the single way to collect and analyze a complete 360-degree content dataset across all of your content channels. You should never have to wonder if your content is providing value to the business. With Knotch, you won’t. Directly prove the impact your content is making when it comes to three business outcomes: Enhance Brand, Increase ROI and Build Audience.

Dedicated scores automatically calculated for each Outcome based on a set of key metrics so you never question if content is driving outcomes, you care about.
Unique metrics designed to measure content so you can be confident your understanding of performance is based upon meaningful data.
External industry benchmarks and internal baseline values for every score and metric so you can context and prove progress.

It’s common for companies—especially those just starting their content marketing efforts—to define success by the quantity of content created. As a result, many teams end up stretching themselves thin, publishing as many blog posts, eBooks, and case studies as they can. The good news is that you don’t need to do this. We believe that true success is defined by the level of impact generated by content, not necessarily its quantity. One of the best methods to get the most out of your content is to lean into the power of repurposing or as it is also known, content atomization. Knowing why this tactic is so impactful can ensure all of your content is driving impact. One of the benefits of content atomization is that it makes it easier to scale your content efforts. You don’t need to think of fresh ideas from scratch. You can accelerate the process of generating fresh content by reusing larger themes or elements and creating smaller, more snackable content. This can be done alongside the writing of each article without draining your team’s resources or energy. Repurposing content is the process of taking an existing asset and reusing various elements or themes to create new content mediums. It’s a common content marketing practice that helps maximize the efficiency of your content efforts. According to BrightEdge Research, 53% of all website traffic is from organic search. However, organic positioning can take time. By repurposing your existing content, you can quickly produce multiple pieces of content that are optimized for each one of your distribution channels. This, in turn, can improve your visibility to targeted audiences while your organic rankings grow.

Anda Gansca, Co-founder & Chief Executive Officer