The Power of Data-driven Content Marketing

We are pleased to present you with this exclusive guest article by Tony Solomon from MediaGurus.

The internet is a global trading post, where the power of data science enables marketers to gain access to consumers’ social dynamics.

It goes without saying that this is a virtual gold mine. The facade are websites and online shops which respond personally to consumers, while providing content that feels useful and genuine.

This all happened for a good reason – people hate ads. The average click through rate (CTR) has dropped drastically over the past years and with the rise of social networks and ad blockers, marketers had to prepare more efficiently.

How is Data Useful?

The idea behind data-driven marketing is simple – collect customer data and use it to guide your marketing efforts in the goal of catering to their interests. However, this is no easy task. The sheer amount of data being generated is overwhelming.

A couple of years ago, content creation has become a dominant mode of advertising. The majority of SEO experts can confirm that by creating quality content, you can genuinely attract new website visitors and potential buyers successfully. However, there is a drawback and it is found in the lack of post-campaign metrics. This is a hassle, because a company must use either excessive amounts of money or extensive testing multiple times to reach their niche target audience.

By using datasets to track your customers, you build more personal relationships and deliver a higher value to customers. Some of the best confirmed uses of data do well for boosting brand awareness, increase customer retention, and improve engagement.

Why is it Important?

Data driven marketing enables you to pinpoint who your marketing campaigns should be targeting, and how to reach them. Reaching out to people who are not interested in your product is a huge waste of time and resources. It does not matter how good your marketing content is or how many discounts you offer. The primary function of data-driven marketing is to pinpoint exactly the likes of your targeted audience.

After you find your audience, you have to find the right approach. Even if you know who your customers are, it is a waste of time if you do not target them properly. You have to have a clear idea of why your customers are buying your product. In doing so, you need to change the way you portray your product or service so you can appeal to a larger audience.

If these two steps are taken care of, you will have a good idea of what content is going to reach them most effectively. By knowing which issues they care about, which headlines they will most likely click on and which topics will keep them engaged with your brand and your products, you will see an increase of revenue.

How Does it Work?

First start by building a framework. There are tools that can help you in this process, such as content analytics tools, social listening technology, and content marketing platforms. Nearly all organizations maintain some sort of database on customer or prospect information, so odds are that you already have some of the data you need.

After gathering enough data, it’s time to create the content. By using the collected data, you can have a pretty clear idea on what’s going to work best. Try to pinpoint topics and issues that will interest your audience and create compelling content around those exact issues.

The next step is to engage your audience in a way by creating a community and meaningful discussions suitable for your story. Most of this involves targeting blogs and social media. Remember that the place your audience sees your message at means as much as the message itself.

Finally, this new content will mean absolutely nothing if you don’t measure its effect. Use all the tools and framework for the new data as it comes in, and after that compare and make changes and experiment accordingly. Constantly measuring the effects of your marketing efforts will ensure that you stay on the right path, target the right audience, and show them the most influential content you have at your disposal.

Data Leads to Smarter Decisions

You can also get smarter with your marketing using data. Although it seems simple, don’t underestimate the difficulty of adjusting and measuring to whatever suits your audience. Find out about the new trends, explore, and get creative – start planning your data driven marketing strategy today

Written by Tony Solomon


Tony is a writer and an editor at MediaGurus. He devotes his time to do research on topics of interest such as the latest trends in technology, marketing, and business. With several years of experience in creating web content, Tony is a one-man powerhouse.


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