It sounds obvious, but data-driven content marketing is one of the most powerful tools you can have at your disposal. By analysing your activity and exploring what the data tells you, you’re in a position to adjust your strategies and activity for the better. Here’s how…
You’ll make more informed, intelligent decisions
Who wouldn’t want to make savvier choices when it comes to content marketing? There’s zero point in crafting beautifully written social media posts if they’re not landing well with your audience. Or sending out emails each day that aren’t being opened. You need to explore how every piece of your communications is being received, and dig deep into the why behind it all. For example, if you’re not seeing a huge return from your email marketing campaigns, you might want to review your subject lines. Are they compelling enough to persuade a click? Or are people opening the emails, but just not clicking on any offers inside because the content isn’t strong enough? Data tells a story. You need to understand it to change up the narrative and produce a better outcome.
You can define and connect with your audience better
Your data can help you understand who your customers are and what they think of your brand. Use data to define things like your audience demographics, their likes and dislikes, online behaviours, social media preferences – the list goes on and on. You can explore repeat customers, find out why people are complaining, and what people are loving about your products. All through data.
By building a strong picture of your customers you can cater to their needs and wants in a much more effective way, with much more targeted activities. This is also a great way to explore the general perceptions of your brand and adjust your strategies where necessary. Keeping an eye on the conversations on social media, for example, might flag some confusion around your products or services. You can then tackle this head on.
Your customer base will grow
As we explained above. if you can effectively understand your target audience, and you can plan your content marketing with all of their preferences and pinch-points in mind, you’re a lot more likely to grow your audience. By creating informed, targeted and shareable content, you’ll be attracting more customers, increasing your sales opportunities, and improving your ROI.
You’ll perform better online
You can use data to figure out who is coming to your website, where they’re coming from and what they do once they arrive. The significance of all that? Well, you might have a gorgeous website with very little traffic. So your SEO will likely need some work. And if your traffic is flowing but you’re not seeing any sales, perhaps your content needs to be more effective, or your user experience could be improved.
All in all, by exploring and understanding your data, you’ll make better business decisions. Your content will be more targeted, therefore it’s much more likely to land well and convert leads to sales.
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