There are countless ways in which marketers today can plan their content marketing strategies. Despite the growing number of channels, methods, and even technologies available to direct content marketing efforts, content marketing is still a difficult area to conquer.
A great content marketing strategy is constantly evolving and adding value to every potential customer who visits your website or online social media channels. In today’s fast-paced online marketplace, every content marketing strategy needs to be supported by data and messages ready to make the best impact.
Creating well-researched content takes time. All the more reason for marketers and content teams to optimize the content they want to develop using data to guide their plans, decisions, and even final publishing standards and processes.
A data-driven content marketing strategy not only simplifies the entire content writing and marketing process but also improves distribution efforts and increases content usage statistics.
Here are some best practices that will help you set the pace for a better data-driven content marketing strategy:
Understand who your audience is
The whole process of creating content without knowing whom you are creating it for is a waste of time. Marketers today have access to data that helps them understand who their potential customers are, who their repeat visitors are, and even what kind of content attracts them.
Some of the world’s top marketers use data to make decisions about what types of content to focus on in the coming months, what types of topics will be the main focus, which distribution channels will prioritize others, and so on.
Marketing teams and content teams that use data to understand who their audience is, what characters they write for, what type of content they prefer, and what channels they are most active can provide content types and topics to support these consumption patterns. finished products satisfy. This will help to stimulate interest from a target group early in the buying journey.
Using it as a foundation for promoting content creation and content marketing efforts will help you create a safer plan.
Visitor data details for your website
Your branded website can be a gold mine for your marketing and prospecting efforts when used wisely. Content teams need to work closely with the rest of their marketing partners to conduct a detailed SEO analysis of their website to determine which topics are getting the most attention from new users and actual target users.
Collecting data on content usage statistics across all areas of the site (white page downloads, webinar views/downloads, usage data for blogs and podcasts, etc.) will help content teams know what content they are actually aggregating value and which ones need to be optimized.
Immerse yourself in competitive practices and key content trends around your niche
Today, buyers and potential customers have an infinite amount of information at their fingertips. To learn more about what your target audience and industry are reading, it’s very important to thoroughly research any trending topics, blog types, or articles your target audience is using from other sources. and topics from your niche on the internet, social media, forums, etc. This will help you determine what to focus on to create and do something different to spark your audience’s interest.
Adding more data at this level will help you understand what the top brands and competitors in your niche are doing for your content marketing. It can help you create shots that stand out and look different.
Content marketers reviewing popular or highly rated content topics in their niche can see why one content type or topic works compared to others. This will help formulate content plans that best serve the reader’s interests.
Adjusting your SEO strategy to understand what types of keywords are hot in your niche can help you improve in the short term and inform which categories to write for.
Determining Content Delivery Methods
Creating content is not enough. Knowing where to broadcast it in different ways (audio, video, infographics, etc.) is very important. To determine overall success, it’s also important to know when and how to best deliver content to your audience.
This is where the data can help you determine where and when your customers are most active, whether it’s better to send a marketing email or a news blog at 9 am or 10 am, etc.
Different content marketing channels and social media platforms have different preferred hours based on the demographics of their target audience.
Know what to analyze in your content marketing performance
Content marketers have many metrics to analyze. But the difference is prioritizing metrics based on your marketing goals or direct content (building brand awareness for your new products or trying to increase online conversions with informational content?).
Most marketers and content teams follow standard formats to understand their content marketing performance, but these basics aren’t enough to make better investments. As market trends and customer expectations change, so do their spending habits.
Without a data-driven content marketing strategy, content teams and content marketers can go blind. As trends and Martech’s content management systems continue to evolve, content marketers will have a wealth of information and data to inform their content marketing efforts.
While the basics remain the same, it’s important to determine which data types and areas of interest should be prioritized to deliver effective results, stay above the noise, and increase the ROI of your content marketing.