Despite commanding deep industry expertise and generating volumes of high-value content, many B2B media organizations are leaving substantial amounts of potential revenue on the table. The problem isn't content quality—it's content deployment.

While B2B media companies often invest heavily to create authoritative industry content, most are using less than half of their content assets effectively. It's like building a library and leaving the best books locked in the basement.

Every underutilized piece of content represents lost subscription, advertising, and sponsorship opportunities. Consider, for example:

  • Industry reports that live and die in a single format
  • Event content that disappears after the conference ends
  • Expert interviews that remain trapped in one channel
  • Deep analysis that gets buried in archives
  • Research data that never reaches its full audience potential

Especially in today’s age of content abundance, developing a content intelligence mindset is crucial for B2B media organizations seeking to differentiate and drive value. 

Underutilized content is a result of missing data intelligence 

"But we track everything!" you might say. 

Yet most B2B media organizations are working with content analytics instead of true content intelligence. Traditional analytics like pageviews tell you what's performing—not what's missing opportunities or driving critical value.

The real story lies in understanding your content's complete lifecycle and interconnected value. True content intelligence requires:

  • Engagement Depth: Beyond surface metrics, content-driven actions like read depth, downloads, shares, and citations in other works give you a more complete view of which pieces are actually moving the needle. 
  • Cross-Platform Journey Mapping: How does a single piece of content drive value across channels? That conference presentation might spark newsletter subscriptions, lead to webinar attendance, or generate consulting inquiries.
  • Content Relationship Analysis: How is your content connected by theme? Which pieces naturally complement each other? Understanding these connections reveals opportunities for content packages and strategic bundling.
  • Lifetime Value Assessment: Some content generates steady value for years while other pieces spike and fade. The ability to see performance patterns over time can help optimize your content strategy.
  • Audience evolution: Monitor how different audience segments discover and utilize your content over time. You may find that there are content pieces driving immense value for some of your niche audiences. 

By moving beyond simplistic analytics and uncovering the deeper stories within your content, you can identify high-performing assets, optimize your content portfolio, and create more personalized, impactful experiences for your audience. Content intelligence empowers you to fuel audience engagement and unlock new revenue streams for sustainable growth.

The AI Advantage

While many publishers have grappled with the use of generative AI for content creation, many are only beginning to explore how generative AI can be paired with interpretive and predictive AI as a means to unlock the full potential of their content.

Modern AI is capable of mapping the complex relationships between content pieces, and uncovering patterns and predictions at the cross-section of content data and user behavior. 

For example, Hum's AI-powered Taxonomy and Tagging Engine ingests a publisher's full content corpus and automatically creates a comprehensive, multi-level taxonomy using advanced generative AI. This enables a range of content optimization capabilities, including:

  • Audience Segmentation: Precisely target content to the right readers by understanding deep connections between content topics, formats, and audience affinities. Hum’s profile search feature even allows editors to paste the summary for a piece of content, producing a suggested segment likely to be the most engaged with it.
  • Personalized Recommendations: Serve up highly relevant content suggestions based on each user's unique interests and consumption patterns. With AI, you can predict what content will resonate with an individual reader.
  • Optimized Advertising & Sponsorships: Match brand partners with the ideal content and audiences, driving higher engagement and conversion rates. For example, CRA is using Hum to develop sponsored content programs that connect sponsors with the audiences they most want to reach.
  • Intelligent Lead Generation: Identify the most valuable, sales-ready leads by analyzing how prospects interact with and convert through your content. Check out how Silverchair is using Hum content intelligence to identify and nurture leads.
  • Data-Driven Content Strategy: Uncover hidden content trends and opportunities to invest in the most impactful pieces for your business.

By harnessing the power of AI to build a deep, interconnected understanding of their full content ecosystem, leading B2B media companies are transforming their content into a strategic, revenue-driving asset.

From Content Creation to Content Intelligence

In today's digital landscape, content success can’t be determined solely by the quantity or quality of the content itself. Your content is exponentially more valuable based on how strategically you deploy it. 

Ready to unleash your content’s full potential?
See how Hum is helping publishers and media organizations maximize the impact of their content.