... what their competitors are doing.
Unmetric has has unveiled Discover, a search engine and research tool that aggregates content posted by more than 40,000 brands on Facebook, Twitter and Instagram over the last four years, displaying it's findings as tiles in a database.
This enables marketers to search for content by keywords, time, level of engagement, industry and other parameters such as geography, also identifying the content or topics that performed favourably for specific brands, e.g the 'most liked' piece of content.
According to Forrester Research analyst Ryan Skinner: "Content marketing must support customer experience". He also believes that "customers’ interactions with your brand rest on content, whether they are discovering answers to a problem, trying to understand your products, or engaging with your brand or community."
The Discover search engine has only just launched, but future versions will determine the success of the content before using it, says Lakshmanan Narayan, Unmetric's ceo. Today the platform guides decision making, but in future it will help make some of those decisions via artificial intelligence".
While there are a variety of creative tools, this one focuses on the content and the creative process, presenting themes and helping marketers gain ideas to generate their own concepts, especially around important retail events like Father's Day or back-to-school. It also reduces the chance of becoming a content copycat. "The last thing Target wants is redo an ad that Kohls ran last year"says Narayan.
Read the origninal unabridged MediaPost.com article.