In my previous blog post in this series, I described the content crisis that modern marketers face when they publish a lot of content that doesn’t perform as they had hoped. Now, I’ll tell you about the unique, AI-enabled Prowess solution.
Content overload
The traditional answer to the problem of underperforming content has been to create more content. But that approach can lead to content sprawl that does little to address competitive challenges. It is also time-consuming, expensive, and labor-intensive. What if you could have better targeting through data-driven insights to inform your content-marketing strategy?
Better content, not just more
That’s where our Prowess LEAP™ service can help. Prowess LEAP (Listen, Explore, Analyze, Produce) is an advanced content-analysis service powered by Prowess’s proprietary AI-augmented platform. This unique service takes a holistic approach to content analysis by surveying the entire content landscape. It audits and evaluates all your marketing assets (and your competitors’)—blogs, social media posts, email campaigns, videos, landing pages, whitepapers, and more—offering a detailed, contextual view into content at scale.
Just imagine the impact if you could:
- Gain previously unattainable insights and data-driven recommendations, including specifics of where and how to steer content to achieve targeted results.
- Optimize your content marketing strategy for greater reach, engagement, and ROI.
- Eliminate guesswork, which means you can release better content faster, saving time and money.
These core advantages can extend to your teams across the board:
- Sales: Drive meaningful conversations with customers using content targeted to their interests and to areas where your competitors aren’t yet focusing.
- Product marketing: Boost return on investment (ROI) with content that competes better and that stands out in spaces where your competitors are lagging.
- Brand marketing: Increase brand equity by following a data-driven content strategy where you know the content you are creating fills a needed gap in the industry.
- Partner marketing: Strengthen partner relationships and drive joint success with content that aligns with partner priorities, highlights differentiated value, and supports co-selling efforts in untapped areas.
- Executive decision-making: Make strategic content investments with confidence—our data-driven approach ensures your content directly supports business goals, fills industry gaps, and gives you a competitive edge.
How it works
A Prowess LEAP™ service engagement can bring these advantages to life. It entails four phases in which we:
- Listen to the market by collecting your and your competitors’ messaging and content as well as industry sentiment and feedback. This comprehensive view shows how your content measures up to the competition and how well it responds to market needs, allowing you to hone your content-production strategies.
- Explore the collected data with AI-based tools to assess the data for critical analysis. This phase extracts patterns and quantitative relationships that are otherwise not visible without AI. In particular, it reveals gaps in campaigns or topics for collateral that would address customers’ and analysts’ questions and needs.
- Analyze the AI-powered output reports to identify gaps and content relevance. Our marketing experts and data scientists interpret insights surfaced by analytical tools and apply them to marketing strategy. This approach lets you make data-informed decisions about your marketing content, its consistency with desired messaging, and its effectiveness in meeting consumer needs.
- Produce deliverables (reports, claims, white papers, sales enablement, etc.) that fill the needs identified in the listen, explore, and analyze phases.
It is the only tool I know of that analyzes competitive content in addition to customer and industry sentiment. The Prowess LEAP service combines our two decades of technical and creative expertise. Our experts are unique in their ability to span the worlds of digital marketing, technical solutions, and data and AI.
Why we developed Prowess LEAP™
Many of our consulting clients have strong technical backgrounds, which can make it challenging to shift their focus towards strategic marketing and messaging. They tend to prioritize claims and features, whether those claims and features resonate with the target audience or not.
The Prowess LEAP™ service grew out of a need to apply quantitative, or data-driven, analysis to marketing. Historically, marketing relies on subjective judgment to determine the quality and impact of deliverables. The service brings data-driven insight and context into companies’ vast troves of marketing content, which are impractical for human marketers to evaluate individually.
“Finally, businesses have the power to understand the complete content landscape in ways that are only possible with AI.”
– Aaron Suzuki
CEO, Prowess Consulting
Our proprietary AI-powered analysis automatically assesses the context of marketing assets. Many automated tools can evaluate the content of documents and other collateral, but our tool can assess the relevance of content relative to topics of interest. For example, it can show you how well your marcomm collateral conforms to the latest approved messaging and can identify which pieces need to be updated.
While this context analysis is valuable, it alone cannot reveal broader patterns and relationships within large sets of content. In other words, AI on its own can’t show you the complete picture of how your content measures up in terms of internal consistency, external competitiveness, or the needs of your target audience.
That’s where the LEAP service comes in. Using our AI tool and other phases of the process, Prowess Consulting data scientists and marketing experts have analyzed large amounts of content, identified outdated assets, uncovered strategic gaps, and produced analytically tailored recommendations and content for clients.
Aaron Suzuki, Prowess Consulting’s CEO, explains it this way: “Finally, businesses have the power to understand the complete content landscape in ways that are only possible with AI. The marketing teams behind the biggest products and the biggest brands are realizing eye-opening competitive advantages by looking at their content and that of their competitors, partners, analysts/journalists, as well as community sentiment.”
Take the LEAP
Contact us to discuss what Prowess LEAP™ can do for your marketing strategy.
To learn more about what we do at Prowess Consulting, view our latest research and follow us on LinkedIn.
David Jeppesen
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