As consumers want or prefer more personalized interaction between the brand and business they transact with, content is beginning to be the trend in many marketing campaigns.
Neil Patel, one of the most famous influencers when it comes to content marketing, values data-driven content. He believes that his readers should get a value or at least something out of what he blogs. And true enough, people do go to his site and read his blogs because it has great content. It gives people what they want to have. Meaning, he knows what his audience like.
And how did that happen? It is because he publishes data-driven content.
What is it?
The answer is simple: it is an analytic strategy that contains the information of customers of certain brands and businesses and converts them into content, which in return, those same brands and businesses posts for their readers and consumers.
For marketers, using data to create content is one way to get ahead from their competitors who don’t use the tactic at all. The digital revolution has made marketers think of new ways to stand out and develop closer ties with customers in which knowing their demographics and purchase history plays a big role.
Delving into the world of content marketing
Nowadays, content should not be just about your products and services. They should not be made from pure creativity only. Content needs to connect with your audience.
And how are you going to do that? By analyzing them.
Content marketers have started learning the analytics behind every post or content they make. Whether it’s from their site, their social media accounts like Facebook, Pinterest, or LinkedIn, or even Email, studying numbers should be a top priority.
People are more connected to a brand if they feel like they know them on a personal level. With the help of analytics from social media sites like Twitter and Instagram, personalizing contents will be easier to do. As interactions are easier to make, companies should take advantage of it.
Ways to have data-driven content
Tools like Buffer, Google Analytics, and many others are available everywhere online. They are there to help marketers achieve data-driven content. However, there are other ways to actually obtain data from consumers. Having information about a certain customer from a third party might be inaccurate as time passes by. Getting them through a survey your company or brand did will always trample other ways to get the data.
Moreover, according to the Content Marketing Institute, simple demographic won’t work anymore. Creating a buyer persona from the data you have acquired would be great. After that, pattern the content plan for the whole week, month, or even a year on the data.
Social Media Today stated that more often than not, marketers are side-tracked by shiny trends. That actually makes them ignore what is important, which is the voice of their consumers. Though it is cool and creative to hop on a trend, those types of content might not work as it is not data-driven. Your specific targeted audience will probably just ignore it.
Giving what your customers want through data-driven content will definitely increase your sales. Prioritizing their voice will go through a long way.