How can text analysis change the way your brand communicates with customers? Let’s take a look.
I’m sure you’ve heard by now that text analysis is a marketer’s best friend. It powers smart content decisions that transform the way you engage with your audience.
After all, how do you know what content to publish? How can you plan a strategy that resonates with your readers when you don’t really know what they want?
Without some kind of text analysis, you’re flying blind and hoping your luck runs on forever.
Text analysis is:
- Easy to use
- Getting cheaper
- Delivering immediate insights
… that can pivot your content strategy completely.
Here’s what we’ll cover:
- A primer on text analysis tools
- Why every content strategist needs text analysis
- How text analysis can turbocharge your content performance
- The best text analysis solutions for content strategists
Demystifying Text Analysis Tools
Text analysis is the process of extracting meaningful information from unstructured text data. This could be in the form of:
- Customer reviews
- Social media comments
- Blog feedback
- Help desk tickets
You get the picture. When done right, text analysis tools highlight patterns that give you a much better understanding of your audience’s true needs and wants.
Text analysis tech has made massive leaps forward in the past few years. Modern text analysis tools and software use advanced algorithms to trawl through oceans of unstructured text data. They’ll spit out key themes, sentiments, and trends that would take humans weeks to identify manually.
The text analysis tool market is booming…
Verified Market Research finds that the text analysis software market was valued at $5.38 billion in 2024. It is predicted to reach $19.14 billion by 2031. That’s a CAGR of 17.20% (easily).
That level of growth is no fluke. The explosive adoption of these tools is the clearest indicator that content strategists realise understanding text data is no longer optional. It’s essential for competitive advantage.
Why Content Strategists Need Text Analysis
Imagine trying to build a house without any blueprints. You might get something resembling four walls and a roof… But it won’t have a kitchen. It’ll likely not even have windows.
Content strategy without text analysis is just like building a house without blueprints.
You might cobble together something coherent. But without a way to visualise your customer’s true needs and wants, your content will not be what your audience actually needs.
The issue is this:
Content teams plan around a vacuum of hard data. They make assumptions about what customers want. They create blog topics and keywords based on guesswork.
Text analysis tools end the guessing games.
They help you:
- Zero in on the exact language your audience uses
- Identify underserved content gaps that your competitors are missing
- Spot emerging trends before they peak in popularity
- Measure the exact sentiment around your brand and products
I know what you’re thinking…
If you truly understand the words and phrases your customers use to describe their problems, you can easily create content that speaks directly to those pain points. It’s what I call no more ‘spray and pray’ content.
How Text Analysis Can Turbocharge Your Content Performance
The secret to creating content that actually performs is…
Data-driven decisions.
Text analysis tools give content teams the data they need to make fact-based choices at every stage of the content marketing process. From topic discovery to post-publishing optimisation, the data harvested by text analysis software gives you the insights you need to supercharge your results.
Here’s what that looks like in action…
Topic Discovery
Scrape through all the customer feedback, forum threads and competitor content with text analysis tools. It will identify what people are actually talking about.
Forums are where the hottest topics hide. So scan those first.
It’s a complete gamechanger for content topic discovery. No more endless brainstorming sessions. No more publishing topics you hope might connect.
You’ll get topics your audience actually cares about… Not the ones you think they might.
Sentiment Analysis
It’s not enough to know what people are talking about. You also need to know how they’re talking about it. Sentiment analysis tools quickly identify whether a particular subject is met with generally positive, negative or neutral commentary.
Sentiment analysis helps you:
- Identify pain points to be addressed in content
- Stay away from triggering negative reactions
- Capitalise on opportunities for positive positioning
Content Optimisation
Already have content live? Run it through text analysis tools.
As well as helping you choose the right topics to cover in your content, these tools can help optimize what’s already been published. By pulling back the lid on engagement metrics and audience feedback, you’ll start to spot patterns on what’s not working.
Maybe your content is dry. Maybe you’re using language your audience doesn’t connect with. Maybe you need a different angle.
Sentiment analysis will tell you exactly what’s not resonating with your readers and why.
The Impact on Marketing Teams
The evidence is in the adoption figures…
The Typeface report finds that 81% of B2B marketers used AI tools in 2024. That’s up from 72% in 2023. The rate of AI adoption among marketers is not slowing.
Why is it being adopted so fast?
Content marketing teams are drowning in data.
Every tweet, every newsletter, every customer review contains nuggets of gold. But unearthing that gold through manual analysis is near impossible at scale.
Content teams are realising that manual data analysis simply cannot keep up with the volumes of text data being generated. Every interaction produces text data that is valuable…
But only if you can actually analyse it.
Text analysis tools do this with little or no effort. Where humans would take weeks, the best tools can analyse thousands of documents in a matter of minutes. They work constantly. They don’t miss data because they’re having a bad day.
The outcome?
Content strategies designed on real insights rather than hunches.
Which Text Analysis Solution is Right for You?
Text analysis tools and software are not created equally.
Different tools specialise in different areas. Some do sentiment analysis particularly well. Others have strong keyword extraction. A few do it all.
So what’s right for you?
Consider the following before you buy:
- Data sources: What data do you need to extract? Customer reviews? Social media data? Help desk tickets?
- Integrations: Will it fit with your existing marketing stack?
- Usability: Is your team able to use it without weeks of training?
- Scalability: Will it scale with your content operation?
- Accuracy: How reliable is its data?
If you’re starting small, don’t worry. Many of these tools have free trials or freemium plans so you can test the waters before getting hands on. Free trials are your friend.
But don’t get caught in analysis paralysis…
Even the most basic level of text analysis can significantly impact your content decisions. But it’s when you become familiar with the tool’s capabilities that you’ll be tempted to explore more advanced features such as predictive analytics and automated reporting.
Pro tip: Start with one use case.
Focus on becoming very good at one specific application of text analysis. It could be customer feedback analysis. It could be competitor mention monitoring. Get so good at one thing, then think about how you can apply text analysis to other processes.
Conclusion
Text analysis software and tools can pivot your content strategy completely.
It can change the way you create content. Transform how you engage with your audience. Move the needle on content marketing performance.
The good news is the technology to use it is there. The results speak for themselves. Businesses investing in text analysis tools are way ahead of the pack.
Businesses that invest in understanding customer need and want through text analysis are the only businesses going to succeed in the coming years.
The barrier to entry has never been lower. There are a growing number of text analysis tools with affordable entry level pricing that can be scaled up as your needs change. It’s never been easier.
It’s not a case of if. But rather when.
The tools and data are there.
Now it’s up to you to put them to use.
Start small. Try different tools. Test your data. Measure the results. Then, expand the ones that work.
That’s the science of success in content marketing today.
