{"id":1914,"date":"2020-07-03T17:35:25","date_gmt":"2020-07-03T17:35:25","guid":{"rendered":"https:\/\/britopian.com\/?p=1914"},"modified":"2023-11-13T08:10:19","modified_gmt":"2023-11-13T08:10:19","slug":"data-driven-content","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/social-data-analytics\/data-driven-content\/","title":{"rendered":"Here’s Why You Should Prioritize Data-Driven Content Marketing in 2022"},"content":{"rendered":"
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This has to be the year of data. It’s no longer enough to talk about it. Instead, we need to use it to drive our content marketing strategy and make intelligent marketing decisions. Social media has democratized content publishing, allowing everyone with an internet connection and decent writing skills to flood the internet with noise.<\/p>\n\n\n\n

Social media has also changed how we consume-share-produce and link to content on the internet. Data-driven content marketing is the only way to reach these customers and prospects. The only way!<\/p>\n\n\n\n

For CMOs, and brand and content marketers, one of the biggest challenges is determining how to use data-driven content marketing to attract and retain customers. So as we enter the new year, let’s talk about using online research to inform your content marketing<\/a> strategy.<\/p>\n\n\n\n

What is Data-Driven Content Marketing?<\/strong><\/h3>\n\n\n\n

Data-driven content marketing is the process of creating content based on insight. It’s an insight backed by defendable data and research. It can be long-form content like an article or blog post or a short-form shareable piece of content on social media channels like an Instagram post, Tweet, or LinkedIn status update.<\/p>\n\n\n\n

But there’s a difference between content marketing based on intuition and hope and content marketing built on data. Data-driven content marketing is anchored in real-world customer and prospect insights. This audience data can come from various sources, including surveys, focus groups, customer interviews, social media listening, and web analytics.<\/p>\n\n\n\n

Once you have your customer data, the next step is to analyze it to find trends and patterns in the discussion. For example, what is the audience talking about? Are there any keywords, phrases, or buzzwords that are unfamiliar? Again, this data can inform<\/a> digital marketing strategies beyond content and social media.<\/p>\n\n\n\n

What is your target audience searching for? What are their pain points? Once you understand their needs and wants, you can create shareable content<\/a> that addresses those pain points and uncover your customers’ unmet needs based on what they search for on Google.<\/p>\n\n\n\n

Why is Building a Data-Driven Content Marketing Strategy Important?<\/strong><\/h3>\n\n\n\n

Data-driven content marketing is not just important. It’s critical. Content marketing strategies informed by data ensure that you can target your content to the right audience at the right time and in the most efficient channel. The result leads to reaching more people on Google, improved customer success, and higher conversion rates. Data is probably the most critical asset in a marketer’s tool kit, yet many ignore it. Why? Big data can be overwhelming. Knowing where to start is hard, and getting lost in the numbers is easy.<\/p>\n\n\n\n

But data doesn’t have to be scary. You needn’t be a data scientist to drive your content marketing strategy. Some tools and platforms can help optimize and rank content and improve your search visibility.<\/p>\n\n\n\n

Another reason building a data-driven content marketing strategy is vital is that it allows you to measure the performance of the stories you distribute into the marketplace in various paid media channels. For example, you can track how many people viewed, downloaded, shared, or read your content with data. You can also track how many leads or sales were generated due to your content. This information will help you determine which pieces of content are the most successful with your audience and which need improvement.<\/p>\n\n\n\n

The bottom line is that data-driven content marketing works. Creating content from real-world customer insights resonates with your target audience and leads to better segmentation and conversion rates. So if you want to succeed in 2023, data-driven content marketing must be a priority.<\/p>\n\n\n\n

How Does Data-Driven Content Marketing Strategy Work?<\/strong><\/h3>\n\n\n\n

There is no one-size-fits-all answer to this question, as the approach you take will vary depending on your data and the insights you have at your disposal. However, here is a general framework you can use to create data-driven content marketing strategies for your business:<\/p>\n\n\n\n

Start with your target audience. <\/strong>Before starting the content creation process, take some time to dissect your audience. Who are they? What do they want? What are their pain points? Once you understand your audience well, you can create content that will resonate with their needs. A good approach is to build buyer personas<\/a> that align with your brand promise and reflect your audience. Buyer personas are fictional characters representing your ideal customer. It includes demographic information like age, sex, occupation and psychographic information like interests and needs. More advanced buyer persona analyses will include keyword research using SEO tools like SEMrush or Surfer SEO data.<\/p>\n\n\n\n

Keyword and topic analysis. <\/strong>Another way to use data is to determine which topics to cover in your content. What are people searching for? What are they talking about on social media? What are the latest trends? Use this information to determine which topics you should address in your content. You can use cluster analysis tools like Netbase Quid or Graphext<\/a> to cluster larger text data sets. This analysis uses artificial intelligence and NLP to uncover those hidden themes and topics based on the relationships and context of the words.<\/p>\n\n\n\n

Use data to determine what type of content to produce. <\/strong>This goes beyond the narrative, topics, and themes important to your customers. Once you know the content they are engaging with, you can use that data and analytics to create and produce the content for that channel. For example, are they interested in case studies? Infographics? Blog posts? Videos? Once you know what type of content your audience wants, you can tailor your content’s production accordingly.<\/p>\n\n\n\n

Make sure your content is relevant and timely. <\/strong>You must be prepared to execute your content marketing strategy in real-time<\/a> in today’s world. Consumers move so fast that marketing teams must think about agile content creation<\/a> and be prepared to engage in real-time. To be effective, data-driven content must be both relevant and timely. Ensure you monitor current events and address the latest trends in the content channels.<\/p>\n\n\n\n

The Anatomy of Short-Form Content Marketing and Storytelling<\/strong><\/h3>\n\n\n\n

The only effective way to reach audiences on social media is through short-form content marketing and storytelling. But what do these buzzwords mean?<\/p>\n\n\n\n

What is short-form content marketing and storytelling?<\/strong><\/h4>\n\n\n\n

Let’s break it down into a few different pieces.<\/p>\n\n\n\n