Well-written, attention-grabbing content is what can set your business apart from your competitors.
It can also help create loyal customers who will continue to interact with you. This work is often known as Content Marketing , being the Holy Grail of any marketing strategy.
Generating valuable insights from data and applying the findings to your content marketing strategy will be more important than ever.
We’ll discuss what a content marketing strategy is, why it’s critical to your marketing efforts, and how data-driven (or data-driven) content marketing strategies provide a competitive advantage.
In this article, we’ll cover the following topics.
What is content marketing?
It’s common for companies to struggle to generate traffic and convert visitors into leads, keeping the top of their sales funnel full. Paid advertising can be complex and risky if you don’t know what you’re doing. It can also get very expensive if you get it wrong.
Content marketing is a marketing approach designed to deliver consistent , informative content tailored to your buyer persona.
This content is geared towards responding to the problems your buyer persona has experienced . It meets these needs in a way that attracts and engages your audience. A content marketing strategy is designed to drive conversions, increasing brand awareness and bringing more traffic to your website.
There are several factors that determine content marketing success. One is choosing the right type of content, which can include some or all of the following:
- blog posts;
- infographics ;
- emails ;
- videos ;
- e-books ;
- product reviews;
- opinion articles;
- case studies ;
- step-by-step guides;
- live broadcasts ;
You need to choose the type of content that best suits your audience , the marketing channels you use, and your marketing objectives.
What is data-driven content marketing?
The data-driven content marketing is an analytical approach used to optimize marketing strategies. The data is collected from an audience that matches the client’s profile or persona buyer of a company. This data is then used to create effective content marketing campaigns.
You can either take a marketing approach without a solid foundation or create a targeted marketing approach through the use of data. A data-driven content marketing strategy will always overshadow the alternative of an inefficient strategy. That’s because data-driven content marketing uses real information gained through customer feedback and interactions.
These feedbacks provide insight into consumer motivations and preferences. Data-driven content marketing strategies help companies optimize the performance of a marketing channel.
Along with other tools, they are features that allow you to track your performance in real time. Using data as the foundation of a content marketing approach improves the customer experience , leading to increased revenue and profits.
Why is data-based marketing important?
You can’t be everything to everyone. Consumers have preferences that guide their buying behavior and the path they take to purchase.
Using the data behind the lead journey gives companies a greater chance of converting you into a paying customer with a targeted marketing approach.
You don’t want to spend money, time and effort on digital marketing actions that don’t work, right? Niche-based data analytics allow companies to view a record of their customers’ buying habits .
With this information, they can tailor sales and marketing strategies directly to their target audience . The added benefit of using a data-driven content marketing strategy is that you can use that data to identify which marketing channels are performing best.
How can data guide your content creation strategy?
In the B2C segment, you may want to collect information that includes demographic, psychographic and social media data. Indicators such as the Customer Effort Score (CES) and the Net Promoter Score (NPS) are also valuable information that can be collected, along with other data sources.
By studying these datasets, you will reveal consumer segments that demonstrate similar preferences, behaviors, and inclinations. The data helps companies refine their marketing messages to include offerings that closely align with the market segment where their ideal customers can be found.
Before launching a data-driven content marketing strategy, it’s critical that you start with your goals. The aim of a content marketing strategy is to build a relationship with your audience by creating value-added content . Once you understand what your goals are, you can access the appropriate data sources.
How to build the data for a data-driven content marketing piece?
You can use a data mining company to deliver a survey or obtain data yourself through a variety of methods.
These methods cover case studies, surveys, and data you’ve already collected from your existing customers. This can include:
- do a competitive analysis that highlights customer problems and the solutions your competitors offer to solve those problems or opportunities;
- conduct keyword research using Google Analytics and SEMRush . This provides insights into how the customer searches for the product or service they want or need in the niche in which you operate;
- research trends and market statistics. You may collect this data from media and industry websites such as Kissmetrics , Statista and Forbes ;
- collect data from your website, including how you rank on Google, the number of visitors to your website, social media shares and clickthrough rates (CTR);
- get metrics from email autoresponders like Mailchimp , which deliver data on email open rates and the number of email addresses collected;
- create a buyer persona to learn more about demographics. Also, learn more about the psychographics of your target audience to find out what your audience cares about and gain insight into their buying cycle.
Once you’ve collected this data, you can begin planning a data- driven content marketing strategy to generate better quality leads .
How can I implement a data-driven content marketing strategy?
There are two phases to applying data to marketing:
- content creation;
- publishing content.
The data needs to be used in a way that defines how the content will connect with its buyer persona . This helps guide the creation of your content from the beginning of your project.
Start with strong planning
In the planning stage of using data to guide your content creation strategy, you should create your material with your buyer persona in mind.
It’s not enough to guess whether your content will generate identification with your persona. You should design and write content that targets a specific audience, not try to reach the widest possible audience.
Make sure you are using accurate data.
Using the data in the content creation phase starts with defining your marketing objectives. Do you want to attract new customers, increase your sales revenue, grow your profits, build brand awareness or improve the customer experience?
You might want to look at metrics like the time visitors spend on a specific web page. Another metric to watch out for is if, when, and where they leave your site.
All marketing campaigns need to build trust with their audience to develop an ongoing relationship with them.
Define topics for your audience clearly
When everything is ready to create content, clearly define the topic and the approach you want it to take.
He needs to address a problem or opportunity that is within his niche. You can identify this from your buyer personas.
From here, search for possible topics that you can use that appear in a Google search using keywords that address the problem or opportunity.
If you’re writing content for a blog, use 8-10 headlines. Some of the paragraphs must contain keywords along with clickable links . Readers tend to skip reading by topic; so titles, lists and short paragraphs are essential in the body of the article.
Be sure to include inbound and outbound links to other content you’ve created. Adding multiple links to non-competing sites also builds credibility.
How to create a data-driven content marketing strategy?
If your content marketing strategy isn’t well defined, you could reach the wrong audience or go to the wrong places.
Data can provide feedback on who is interacting with hot topics. This approach highlights which channels your target audience is currently using. This also makes it possible to identify the most relevant influencers within these groups.
Create your buyer personas
Start with your audience in mind. Use buyer personas and existing customer data to identify your ideal audience .
Once you understand the audience for your content, you can choose what kind of material to use and look for the most likely marketing channels to reach that audience.
Map which channels you will use
Explore data that informs you of the best channels to use to reach your target audience. The form and language of your content will depend on the marketing channel you will use to deliver it.
Different marketing channels serve different audiences. Some content types are suitable for certain channels rather than others.
Use influencers in your space
To maximize your reach, take advantage of influencers already at work in your space. By co-producing content and sharing it across each other’s platforms, these influencers will help you grow into new networks.
For example, US retailer GNC was able to leverage this strategy to gain more than 380,000 new Facebook fans simply by activating small niche groups online.
Assess your ROI
As with any marketing campaign, data-driven or not, it’s important to measure the critical aspects of what works and what doesn’t.
This means that as you define your marketing goals, you need to choose the Key Performance Indicators (KPIs) that will measure value and engagement.
It’s easy to track sales, which is an essential component of effective content marketing. Remember to include other metrics like customer retention and loyalty rates along with engagement.
Here are some metrics to consider, including your KPIs when designing a data-driven content marketing campaign.
You must monitor the audience size your content is reaching. Also, you need to measure what percentage of it matches your target audience.
Another important metric is measuring engagement . If your audience is not engaged with your content, you may need to consider changing your approach.
The goal of a data-driven content marketing strategy is to collect leads that you can turn into paying customers. This is the most valuable data of all, measured by your conversion rate .
Depending on your content marketing goals, what did your audience do after seeing, watching, or reading your content? Did these people sign up for a newsletter? Did they access the site? If so, how long did they stay there and how many pages did they click on? Did they download any content or share it on social media?
While data mining can be time-consuming, you’ll find the effort worth it. This is a targeted approach that allows you to reach the right prospects.
With the right content and using the right marketing channels, you can convert those leads into paying customers. In short, your lead generation can stay the same unless you focus on data-driven content marketing.