The number of brands utilizing content marketing will be higher than ever this year. How can your brand leverage content marketing to move ahead of the competition? Big data is the answer, and you probably already have access to all of the data you need.
Customer Data & Keyword Data
Who is your ideal customer? Dive into your client database and extract demographics, job titles, geographic locations, and motivations behind buying. Next, determine the pain points for these types of customers. What problems are they solving with your product or service?
Once you have a few “ideal customer personas” created, dive into your keyword tool. Extract keywords that relate to your ideal customer based on the data that you have, and review your website.
- Do you have landing pages created specifically for these ideal customers?
- Do the web pages have calls to action?
Once you’ve answered these questions, take action. Create pages if they don’t exist, and add calls to action on the pages in question.
Access the Data
Did you create the right content for your ideal target? Google Analytics will give you an indication in 30-45 days. Next, ask your development team to set up Google Tag Manager so that you can start tracking page visits. If the landing page is seeing increases in traffic and you’re getting new leads from the content, it’s working.
Room for Improvement?
There’s almost always room for improvement in content marketing. Perhaps the content is working at converting your traffic into leads, but you’re not getting enough visitors to the page.
Paid Advertising Data
Facebook ads allow you to customize your ads according to prospect gender, age, location, interests and more. Not only will you be able to send targeted traffic to your website, but you’ll have access to detailed traffic reports and demographic data to improve your strategy.
AdWords and Remarketing
Look at the geo-data for your ideal customer persona. Use this information for geo-targeted paid advertising. Once a campaign has run for 30-45 days, you’ll be able to use the reporting data to narrow down the location of your target market.
Lead Nurturing Data
Your email software or CMS sends out a newsletter to your current and prospective clients. Are you using the reporting data to ensure that your content is making an impact on your target audience?
“Brand marketers are seeing the value in audience targeting for their campaigns and recognizing the importance of reaching the right audience to add relevancy and truly make a difference.” Forbes Insights
Look into parsing and organizing large email lists into smaller groups or segments. Once the lists are organized according to activity levels and common groups, your marketing team can analyze the data from open and click-through reports to customize future campaigns.
Begin Today, Don’t Delay
Don’t let buzzwords like IoT and big data keep you from using toolsets and data that already exist.
“Yet even as companies have embraced their new role as content creators, they’ve largely missed out on one of the hottest trends in the world of traditional media: data journalism.” HBR.org
Now that you know what your ideal clients are looking for, how are you going to present it to them? The days of long, drawn-out, boring web pages from a general copywriter are over. If your ideal customer is using a mobile device for their digital search, they’re interested in graphics. Videos. Develop short, snackable paragraphs with subheadings and click-through buttons for them to get more information.
The opportunity to capitalize on the big data trend in content marketing is waiting to begin. If brands don’t embrace it soon, the digital landscape will change even more and leave you further behind.