Data: The Missing Piece in Your Content Marketing Strategy

Too few marketers truly use a data-driven content marketing strategy. Setting clear goals and using data as your guide ensures that you are developing the right type of content, getting it in front of the right audiences, and understanding its impact in a way that lets you continually optimize your strategy. I refer to this three-step framework as the three Cs: context, connections, and clarity – all of which are grounded in data.

At the crux of data-informed design is a solid understanding of your target customers. The more you know about your audience, the better you will be able to develop relevant content that reaches and resonates with them at the moments that matter.

This means gathering as much information as possible – including your customers’ online and offline behaviors – to determine their interests and how they act upon those interests. While it may not be feasible to develop true one-to-one content at scale, you can use this data to pinpoint common characteristics and habits of individual audience segments, and prioritize your content development accordingly.

One of the most intriguing aspects of digital marketing is the data trail customers leave behind during their online journeys. Marketers are able to piece together this information in hopes of understanding the true context and intent of people’s interactions. These puzzle pieces come in many different shapes and sizes, including your customers’ search queries, social media conversations, digital media interactions, and more.

Don’t undervalue the competitive intelligence at your fingertips. Invest time to understand what type of content your competitors are developing, and across what media. What areas are already saturated within the market? Are there certain keywords or topics that will give you top billing in search engine results? This will give you insight into whether you want to compete in those areas, or whether you can find some more open space to creatively stand out and win the heart of your customers.

These are just a few ideas to get you thinking about creative ways to collect information, all with the goal of understanding the context of your target audience. As you continue to gather data, consider how your brand will use it to add value to the equation. An informed approach will allow you to create more relevant, timely, and differentiated content that will delight your customers. Your data is telling you an important story; make sure you’re listening.

New Global Research – Rating the Content Quality from 170 CompaniesDownload the full report to learn: –How 170 brands rate for content quality and consistency –What is the connection between content consistency and performance –What types of content (product, support, blogs, etc.) have the highest (and lowest) quality

Through your data gathering, you should have a pretty solid understanding of what your target audience wants, when they want it, how they want it, and where they want it. Once you’ve developed content based on that understanding, the next phase is to distribute it in the most high-impact and efficient way possible.

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