The amount of content produced each day by businesses is overwhelming (e.g. blogs, videos, social media posts, and emails). However, only 10% of that content generates any results. What distinguishes this high-performing content from the other 90%? The answer is data-driven marketing of content.
Rather than relying on guesswork, businesses utilise real data (i.e. audience behaviour, metric results, market trends) to inform their decisions on what content to create. Therefore, businesses can generate content that is relevant, timely, and has the potential to convert viewers to customers.
In this blog, experts at Light Buzz Media, a leading content marketing agency in India, list the importance of data for content marketing and how you can use data to create content that makes a difference.
The Importance of Data to Marketers has Increased
Because consumers have become much more discerning in choosing the content they consume, businesses now face increasing competition to provide relevant, timely and personalised experiences for consumers. Consequently, algorithms now reward relevance, personalisation, and consistency for posts made by businesses. Marketers must leverage the power of data to determine what consumers are actually seeking, when those consumers are actually interested in that content, and how those consumers wish to consume that content.
Some Key Sources of Data Include:
- Website Analytics (i.e. Web Traffic, Bounce Rates, Time Spent on A Page)
- Social Media Engagement Metrics
- Search Queries and Keyword Searches
- Email Open and Click-Through Rates
- Customer Feedback and Information Retrieved from a Business’s CRM
When analysed appropriately, this data provides an accurate representation of consumer interest within a particular industry and of the areas in an organisation where content is lacking. Hence, businesses can implement a strategy for establishing strategic storytelling or marketing opportunities rather than just randomly publishing content.
Converting Insights into Content You Can Use
Data collection is just one thing. The value is derived from taking the insights from your collected data and turning them into action.
For instance:
The highest performing blog articles can all be transformed into video, infographic, or social media series formats.
- Search engine result information is a great resource for providing answers for the things that your audience is actively searching for, so that you can create SEO-optimised content and rank to convert.
- The engagement analytics can provide you with a view of what content formats are most effective for your audience, be it short video, long-form blog, or email newsletters.
- The conversion analytics can illustrate which pieces of content drive the leads to become clients, not simply click-throughs.
By blending your content in digital marketing efforts with the performance insights you have collected, Brands can optimise their content strategy, during which time they can eliminate wasted resources and maximise their return on investment.
Personalisation at Scale
Due to Data-Driven Content Marketing, brands now have access to creating personalised messages to individual buyer personas, segmented by industry and stages in the customer journey. When the content is personalised to an individual’s needs, they are more likely to develop trust, interact with a brand’s content, and ultimately convert into a client.
From dynamic website content to targeted email campaigns, personalisation powered by data turns passive readers into active customers.
Competing Advantage
Brands using data have a better understanding of their audience than those brands that do not! The result is that brands using data produce content that is created by professionals with experience creating great content. They publish better, adapt faster, and really understand how to create content to fit their target audience. Whereas brands ignoring the use of data put themselves in the position of producing content that looks good but delivers less impact.
Ready to Turn Data into Results?
Light Buzz Media believes that every brand has the potential to transform its data into an actionable content strategy that will create an ongoing relationship with its customers and encourage their continual growth. By providing a single-source content marketing and digital marketing solution, we help brand marketers by synchronising the process of gathering data, analysing it and combining the data into the visual story. We then create and publish the most engaging and high-performing content that is relevant and successful.
Want to produce more effective, professional, high-impact content practice quality today? Partner with Light Buzz Media, a trusted content writing agency, which will help you achieve more measurable success!