The magic of Contrend is its ability to understand data and give your business accurate, detailed content strategies and solutions to help you increase your online engagement. Contrend wouldn’t be able to do any of this without its highly flexible, in-depth data harvesting and NLP classification capabilities.
Contrend’s Content Sources
Contrend harvests data from a wide variety of sources (as shown below), not just from SEO platforms or social listening. Plus, unlike most commonly deployed harvesting bots, Contrend’s proprietary harvesting system is able to automatically read and harvest data from any type of website or webpage layout.
A few of Contrend’s trusted data partners include YouTube, Alexa, SEMrush, Meltwater and various podcast platforms, though there are dozens more! And, of course, we still also source data from search engines including Google, Bing, Yahoo and Baidu. It’s just that we don’t rely on search engines to drive our data.
We refer to our data collection process as “harvesting” rather than “scraping” because we carefully, and sensitively, comb through every strand of data instead of raking around the obvious, overused parts.
The Importance of Privacy
After the data’s been added to Contrend’s ever-growing data lake, the system deploys its advanced NLP classification to recognize and sort all of the data. The platform’s sophisticated tech stack utilizes recognized tech including Python, Elastic-Search, and Postgres, which are all optimized for Contrend and integrated with our proprietary algorithms (patents pending).
Because Contrend’s NLP capabilities are automated and are always learning, it’s able to rapidly and accurately classify content based on multiple criteria, including:
- Visual Layout
- Use of Imagery
- Market of Origin
Contrend’s diversity of data sources actually allows it to automatically identify and classify content with up to 90% accuracy.
Go Beyond Social Listening
In general, social data only accounts for about 10% of online users. This means, if you don’t look beyond social content alone, you’re not accounting for the content preferences of the 90% “hidden audience”—those people who see content but don’t engage with it through likes, comments, and shares. This has been proven in several studies that support the rule which states that 1% of Internet users create content, 9% engage with the content, and 90% of users “lurk” or view the content without engaging.
Contrend has several unique metrics to analyze and classify deeper levels of content, including the Engagement Index (EI) and the Opportunity Index (OI).
The Engagement Index
The Engagement Index tracks the hidden audience. Contrend reads in between the lines and identifies the content preferences of those 90% of users who don’t engage with content across your own website, competitors’ websites and the wider content landscapes.
Then, Contrend collates, clusters, and weights the content to provide you with an overall EI score, as well as specific EI scores for different topics, styles, formats, and layouts of content. Now, you won’t just be creating content to appeal to the top 10% of active users. You can start creating content that your hidden audience will appreciate and more than likely engage with too!
But wait, there’s more.
The Opportunity Index
After Contrend assigns an EI score, the Opportunity Index (OI) is applied. The OI is a velocity index that shows how quickly you’ll gain engagement from content. But Contrend doesn’t just focus on highly desirable content pieces.
The OI compares the EI for a Topic Group to the volume of content pieces within that Topic Group and across the wider content landscape: +ve OI score shows a Topic Group will receive engagement levels relatively quickly.
Market demands, content trends, and audience preferences are subject to rapid change. So sometimes certain styles, topics, and formats of content will resonate more, leading to better results and faster ROI. But it’s important that OIs be viewed alongside Landscape EI scores, because although Topics with +ve OIs can deliver faster engagement, they need to be balanced with content about other Topics, like evergreen content, to deliver long-term engagement.
The OI assists this process by ranking and prioritizing Topic Groups according to how desirable they are to different audiences. This helps ensure maximum engagement and ROI is delivered by content published across multiple markets and different platforms.
Contrend can then define your content strategy going forward to help you get the most out of your published content.