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Content analytics is the act of applying business intelligence (BI) and business analytics (BA) to s digital/online content. A business creates two kinds of content: unstructured and structured. In unstructured content, a business provides information that has been gathered and typically presented in a series of smaller, easily digestible bites. On the other hand, in structured content, information is more well-defined, usually collected and written in a series of more manageable pieces. Both can be valuable to a business and need to be managed as effectively as possible.