Leveraging data throughout marketing campaigns is a proven way to get results and the same goes for any content you create. Information is all around us and readily available if we have the tools to collect it and the curiosity to ask. Rather than pulling ideas out of thin air, rely on data to guide your content strategy. By doing so, you’ll find that you’re able to meet your customer where they’re at.
What is Data-Driven Content Marketing?
Data-driven content marketing is an approach that leverages data to create targeted content based on audience insights. This is a strategy that stems from analytics and involves collecting, analyzing, and interpreting data. With this approach the goal is to better understand customers from their preferences to their engagement patterns. By having this knowledge on hand, marketers are able to craft highly targeted, relevant, and personalized content to reach their target audience effectively.
5 Reasons Your Business Should Be Using a Data-Driven Content Strategy
1. To Target Your Audience Better
Data informs us of all aspects of our audiences that make us better marketers. Analyzing data like audience demographics or behavior can help you create customer personas and tailored content that resonates with them. This is a targeted approach that ensures you are reaching the right people at the right time with the right content.
2. To Create Relevant Content for Your Audience
Staying relevant is key to connecting with audiences and meeting them where they’re at. Data-driven strategies allow you to identify the challenges your audience is facing. From pain points to curiosities to desires, this information gives you the ability to address needs and provide value. In return, you’ll find yourself with a more engaged audience that sees you as a valuable resource.
3. To Deliver a Personalized Brand Experience for Your Customer
Personalization has made its way into all corners of the digital marketing world. People expect content that pertains to them and is customized to their needs. With data, you are equipped to create a personalized brand experience for each customer that steps into your funnel. Whether you’re recommending products, suggesting content, or designing email campaigns, your audience will feel more seen and connected. As a result, conversion rates and loyalty will soar.
4. To Discover What Channels to Market To
It’s not just about knowing who to market to or how to market to them. Knowing where to market and reach your desired audience is just as crucial. Data clues you in on which marketing channels are most effective for your business. With the ability to track where your audience spends their time, you can efficiently allocate resources to channels that offer the best return.
5. Better ROI
Ultimately, data-driven strategies lead to better ROIs. Content that resonates with audiences leads to more engagement, better acquisition, and increased retention. By basing your approach on data, you’ll likely see improvements in the growth of your company.
Metrics You Should Be Tracking
While your goal is to adapt your current workflows to become data-driven, it takes some planning and strategy to get there. For one, it’s important to know what data you are wanting and needing to track in order to implement a data-driven content marketing strategy. Here are some key metrics that we keep an eye on:
Your targeted keywords make up the foundation of your content. Monitoring the performance of these can clue you in on improvements that are needed. As you go through your content, making optimizations for the keywords you’re targeting, you’ll begin to notice an increase in organic traffic due to better visibility in search engine results.
The organic traffic that your content generates is dependent on a variety of factors. One of these factors is the quality of your content. Your organic traffic lets you know how well your content resonates with your audience and whether your efforts toward SEO optimizations are paying off.
Keep track of your content overall to see how it’s ranking across search engines. Most people searching on the internet are not going past the first page or even the first few options presented. The higher you rank, the more likely it is that your content will be seen and engaged with.
Take note of the traffic that’s specifically going to your blog posts. This can give insight into what you’re doing that’s working well and what may not be resonating with your audience. Are there certain topics that always get views or a specific format that is more successful than others? Data like this can help you fine-tune your strategy.
Domain authority is also important to keep in mind. A higher domain authority means that your site is a trustworthy source. A site with enough authority can see positive impacts to their overall search rankings and brand credibility.
As marketing and audiences continue to evolve, data-driven content will become that much more powerful in optimizing your strategies and staying on par with the competition. By leveraging the right data, you’ll understand your audience on an individual level and be able to create content that not only resonates with them but also boosts your business’s ROI.