The world of content creators of all kinds has always faced a fundamental dilemma. Some creators and managers believe that content should be primarily data-driven and strategically designed, while others choose to trust their instincts.
However, this is largely a false dilemma, as one does not rule out the other. Data-driven content doesn’t necessarily mean suppressing the creative impulse, especially in the world of marketing. On the contrary, easy access to valuable data can even boost creative energy and provide a solid foundation for truly ingenious and original solutions.
Today, we can even say that it is essential for any marketing agency or internal marketing team to have a solid body of customer and market data. The proper use of this data often helps companies gain a crucial competitive advantage. In fact, companies that use data analytics in their content strategies tend to generate five times more revenue attributed to marketing. Here are some tips on how you can get the most out of this approach as well.
Data collection and analysis
So how do you even go about collecting data and making actual use of it? Data can be obtained through a number of sources – your website, mailing list, social networks, third-party vendors or through your own independent research.
There are many types of data that you can use for content creation purposes, and they all add a little piece of something to the puzzle. The types of data you decide to focus on will depend on your business and marketing goals, as well as the media you choose to deliver the content to.
For example, you can use a reliable CRM system to collect and process a huge amount of data on customer behavior that you will later use to your advantage. It can give you access to personal information, surfing behavior, purchase history and much more of your website visitors and social media users. CRM software can unify all this data, integrate it and make it ready to use.
Additionally, you need to use keyword analysis. It shows you which search phrases bring new users to your website and hence which phrases you should use to optimize your content.
Other methods used to obtain and analyze crucial data include social listening, competitor analysis, creating buyer personas, and other advanced content analysis tools, such as heat maps, scroll analysis, or full session reruns. All of this helps you determine what kind of content your audience is looking for and which it resonates with.
Finally, you will need to create concise reports on this data that can be easily used by your creative team. If you just give them a huge spreadsheet with thousands of numbers, they’re probably not going to learn much. That’s why you’ll need powerful software that can deliver useful, actionable information, as well as skilled data scientists and content managers who can put that information into real context.
Obviously, there are several types of content that can be data driven, so let’s start with what is considered to be the champion of long term content marketing – a corporate blog.
So how do you use data to create compelling blog posts? Try to use the information you get about your audience on your website and on social media. Analyze their demographics, interests, what turns them on and what turns them on. Then tailor your content accordingly, in terms of the topics you’ll cover, as well as the language you’ll use.
For example, if you are selling healthcare software that is used primarily by the elderly population, you should probably try to avoid big, high-tech talk and go for simpler, more understandable terminology. On the other hand, if you are advertising to professionals, using very technical language is perfectly acceptable, and often even desirable.
In addition, you must use some of the online tools which will uncover current trending topics and hottest issues. If you think you can offer a relevant angle on some of them, or if there is an innovative way to relate the trending topic to your brand or industry, try creating an article or two around it. But that only works if your content can add real value to the debate or at least entertain your audience, otherwise you may just seem desperate for attention and content ideas.
Finally, don’t forget the voucher keyword analysis. Either way, relevant, high-quality content can be great for your SEO, especially if you go the extra mile to optimize your content and therefore make it more visible.
Now, in order to get the most out of the customer data collected, it is important to provide your users with personalized and personalized content. To know, 80 percent of consumers today, are more likely to buy from brands that offer personalized experiences.
There are several ways to personalize your content in order to appeal to your customers. First, you can design several different landing pages for different types of visitors. For example, those who are new to your website will not be interested in the same type of content as your returning visitors.
If a user is recognized as a novice, offering additional information about your business and your product may be a good approach. However, it won’t be of much interest to those who know your brand well.
You can use many different criteria when creation of different landing pages and choose who should be directed to which. These criteria include age groups, geographic locations, referral traffic, specific interests, and more.
When it comes to the effectiveness of your email marketing efforts, remember that it depends on three factors: what you offer, how you do it, and when you choose to reach out.
All three should be data driven. When it comes to « what » and « when » this problem is mostly solved by your email marketing software who interprets customer behavior and chooses which offers should be sent at what exact time to engage consumers.
As for the “how”, it depends on your creative team. They should design different messages for each particular segment of your mailing list. Again, they need to have in mind the demographics and interests of different target groups, determine the triggers for each of them and adapt their approach and language.
Of course, your messaging strategy doesn’t have to end with product offers. You can send your followers all kinds of industry-related tips, hacks, and recommendations. Combined with good segmentation and precise targeting, top-notch data-driven email content can do some really good things for your business.
Finally, enticing your customers with content isn’t just about collecting data and creating content, but also knowing where and when you decide to distribute it. It’s clear that good content attracts audiences with its own magnetism, but to be fully effective it needs to be placed in the right place.
Here you have the opportunity to use the power of social media. Try to use the tools offered by various social networks that help you target the exact audience that will recognize the particular type of content you are trying to distribute. For example, Facebook Custom Audiences can help you target users who are similar to your own audience or customer base. You can also target different segments of the audience with different pieces of content for maximum effectiveness.
In addition, pay attention to the demographics of different social networks. Some of them are dominated by certain age groups, certain genders or people of a certain social status and you should keep that in mind. The same content will not be as effective on Instagram and LinkedIn. This is why content distribution is also a carefully planned art and should never be underestimated.
Finally, remember to always monitor your analytics, test your content, and readjust whenever needed. Creating data-driven content doesn’t just mean collecting data, designing a strategy, and then activating autopilot.
The content is made by living things for living things and is therefore in itself a kind of living being, implying that its rules are sometimes unpredictable and elusive. It doesn’t mean you have to give up on shaping your content strategy on solid data, it just means you never have to sit back and relax. Never stop analyzing the results, try new things, employ new methods, test them, see what works, quantify the gains and losses, and adapt accordingly.