Use Big Data to Improve Your Content Marketing Performance
Through blogs, podcasts, videos and other formats you have to show your perspective and the value of your products. But even though we embraced Content Marketing, there’s still a new trend out of sight — and that it’s worth taking into account: data journalism or Big Data.
This practice is urgent. Newspapers like The Guardian and The New York Times have invested heavily in data journalism and discover new stories to attract people through social media.
But how do they do it?
By spreading new data and infographics across large platforms like Twitter and Facebook, telling stories based on thorough analysis, turning that data into something concise, persuasive and visually appealing. The fact is that there is no shortage of data in B2B marketing, quite the opposite. There is such a large amount of data that it is difficult to know what to do with so much information.
The secret lies in the screening and finding the right way to use this content to connect with the target audience. This approach has to be creative and innovative.
Research estimates that only 12% of the data is used, meaning that 88% of the information is available out there to be transformed into valuable content.
But how can you use this data in a totally new way? With Content Marketing. According to the Harvard Business Review, data-driven storytelling (Big Data) will be the next big trend in Content Marketing. It’s time to take advantage of the increasing availability of data to conduct a concrete analysis and discover new ways of telling stories.
That is why today’s post will list 3 ways to use data to improve the performance of your Content Marketing:
But first, what is Big Data?
Basically, the term Big Data refers to the sheer amount of data that is being created every minute. It’s estimated that the term Big Data accumulates about 1.64 billion of search results, and this number is constantly increasing. That’s because, according to IBM, we’re creating 2.5 trillion data bytes each day. A generous amount, right?
But how do you really use Big Data in your content strategy? Well, these data are actually coming from your customers and prospects and they also get to them at incredible speed.
In this sense, such data — still raw — can lead to insights into types of content that may be more appealing to your audience.
Why use Big Data to improve the performance of your Content Marketing?
There’s no magic formula for creating content. No app or tool can ensure that your content will have the right tone to delight your customer. In this scenario of uncertainties, brands need talented content professionals who can create high-quality materials.
Although we cannot predict which content will be most compelling, we already have tools that measure the effectiveness of content, measuring whether it will reach the right audience.
Facebook, for example, is working on a tool that will help you collect content that will be most effective in driving ROI so advertisers can better plan their campaigns and returns with advertising spending.
That content is king everyone knows. What everyone needs to learn now are the ways to create and manage content that engages. That’s why you need professionals who can interpret and act on this data.
But why actually use Big Data to improve the performance of your Content Marketing?
We can say that content and Big Data relate in two ways: content management itself and intelligent information management.
Content management is about Content Marketing and information management has to do with optimizing the user experience to use data more engagingly with useful information and high-quality content.
But when it comes to Big Data’s connection to Content Management and Marketing as a whole, we should make one point clear: Big Data will have an impact on everything, because it affects the information in an unimaginable way, reaching the images and the management of this information — the content.
This data “explosion” becomes a business opportunity and a value proposition for the customer.
Data analysis allows you to give away information in perfect timing, with customization and optimization for the customer, providing a unique experience.
An interaction with the content that contributes to the generation of even more data can be very important for the most diverse objectives in terms of marketing and the core business as a whole.
How to use Big Data to improve the performance of your content marketing?
First of all, keep in mind what is important. It’s no use wanting to use every little piece of data you find. You need to be focused and know what can help you in the content strategy.
This also helps those who do not have a very large team available do the analysis. Think about the sources you want to use. You don’t have to analyze everything in order to generate value for your customer. Instead, focus on your content strategy.
That said, here’s how to incorporate Big Data into three different types of Content Marketing goals:
1. Raising awareness on your target audience
If your goal is to help your target audience raise awareness, you can track and monitor the progress of certain metrics in order to find data from those sources and work on insights that are valuable to your strategy. According to the Content Marketing Institute, they are:
- Website Traffic
- Search for the brand in the search engines
- Number of followers on social media
- Social media actions
- Mentions in social media
- Number of influencers
- Number of backlinks you receive from your content
- Traffic Sources
- Overall visibility
This way, you can analyze the behavior of the target audience, if they are talking about your brand and about what, and how your content engagement is going. This can be done through Google Analytics or Google Alerts, for example. It’s recommended that you create reports monthly or quarterly, depending on the amount of data generated.
But why analyze these data? Because, based on them, you can spot trends among your audience, which helps you create more assertive educational content.
Educational content is responsible for raising awareness of your future clients and working on trends is a great strategy.
2. Converting clients
Content Marketing also has the goal of converting customers along the buyer’s journey. That is why it’s important to use Big Data to map and measure how long your potential customers stay in a particular purchase stage, as well as what kind of content they are consuming or abandoning. It’s also important to control which content performs better — gets more downloads, for example — as well as opening and click rates for certain content formats.
By doing this, you find out where your content strategy is generating results and where it’s not working and needs improvement. For this type of analysis, it’s important to have a marketing or email marketing automation tool.
If you conduct an analysis of this data, you’ll be able to find ideas with proven conversion, delivering value, relevance, and clarity to your audience, which is the goal of Content Marketing.
3. Retaining customers
You already have educational content, and you’ve filtered the data, documented your content strategy an even got ideas with the proven conversion. Now it’s time to retain the converted customers, right?
Content Marketing can also be used for customer retention, with the goal of creating loyal subscribers.
If that’s the goal, you need to use your data to analyze metrics, such as the number of subscribers, click-through rate, average time on the website, and customer satisfaction as a whole. This can also help you in cross-sell and upsell strategies.
When we talk about customer retention, you need to understand why your current customers may be disappearing. And this is where Big Data comes in.
One option is to conduct researches with customers who request cancellation. But if you want to get ahead, you can improve the user experience, service, and relationship.
But how to make these improvements? Analyzing the data and doing assertive mining with the metrics mentioned above.
Was this post useful to you? Do you want to know more about improving the performance of your content? Workflow experts can help you leverage your brand’s content strategy with a high-quality content professional base and a Content Management Platform.
Originally published at https://blog.contentools.com on February 6, 2017.
Use Big Data to Improve Your Content Marketing Performance was originally published in Growth Hackers on Medium, where people are continuing the conversation by highlighting and responding to this story.