Today, digital marketers use data to create innovative and effective marketing strategies. Creativity makes little impact and sense without the strong backing of data.
For example, a meat shop will include creatives focusing on hygiene only when they find that its customers prefer buying meat from shops that follow all hygiene-related precautions. However, they will also focus on features like freshness, quality, packaging, and discounts to impress customers who expect these things.
Nowadays, content marketing strategies are usually data-driven, as digital marketers need exact metrics to know whether their daily posts and campaigns resonate with their target customers.
The primary goals are to connect with a vast audience and establish a relationship through seamless engagement. Therefore, the focus is not just on what customers are saying but also on the devices or platforms through which they prefer to express their opinions.
Mobile users have a massive influence on the online market. Therefore, your content must especially appeal to them. As a marketer, ensure that the content you are promoting fits on small-screen phones and large-screen tablets.
Also, after designing ad campaigns, consider these as essential metrics for evaluating them:
Engagement is high if many people have interacted with your content through likes, comments, shares, etc. Dig deep into the means through which you can further expand the reach of your content.
Reach is measured by traffic generated through different channels. The links that direct customers to your website play an important role in increasing traffic. The content must be engaging enough to make the users click on the links.
Once customers reach your website, they must sign up for notifications and newsletters, register, or download the brochure. Any action taken by visitors is a conversion. Therefore, your website or app should present content that’s appealing enough to convert visitors into customers.
Therefore, it is clear that content drives the customers forward in the sales funnel. However, data plays a prominent role in both creating and measuring the performance of your content marketing strategies. MNCs use social listening tools to grasp what their customers have to say and design marketing campaigns accordingly.
Advanced analytical tools are employed to collect, organize, and interpret data. These tools mainly focus on:
Your ads will not be impactful if the customers aren’t aware of your brand and products. Therefore, as a content marketer, you should focus on content that firstly creates awareness among the people. It can be through downloadable catalogs, informative videos, and other forms of infographics.
Mobile users tend to consume video and graphic content more than blogs and listicles. Your marketing strategies should take this inclination into account while creating content.
After creating enough awareness about the brand, your next task would be to stimulate curiosity and interest in the users. For that, present your products/services as a problem-solver in real-life situations.
Compelling the audience to think about your offerings and how they will improve their lives is another way of generating interest. Some part of the audience will not buy your offerings in the first attempt. Therefore, keep creating content that sustains the audience’s interest level.
Also, customize your content based on how the audience reacted to your previous posts. Data plays a key role while determining the niche, age group, and other demographic details of your target audience.
Before purchasing your product/services, the audience will analyze the pricing options, packaging, and other aspects. Webinars, sales pages, and other types of carefully created content can sway the audience to purchase or take action.
✅ Social analytics
Creating effective content marketing strategies and implementing them through campaigns is only the first step. You must also be able to look into the broader perspective of your campaign’s effectiveness. Social analytics empowers you to determine the performance of your campaign by answering these questions:
→ Are enough customers interacting with you through social media, the web, or any other channel?
→ Are you able to drive people towards your business/brand goals?
→ What kind of people interact with your posts the most?
→ How far has your brand reached in terms of demographic diversity, location, and meeting the needs of people?
How to Make Data-Driven Strategies?
To make data-driven strategies, follow these things:
→ Throughout the content development and execution stages, keep monitoring the data that is being generated
→ Gather data through websites, apps, social media groups, and other media to improvise your content
→ Analyze your market reputation to strategize how to change or enhance it further
→ See how big tech companies are using data to curate compelling content for their customers
→ Maintain a steady relationship with the customers by resolving their queries, doubts, and complaints
→ Be ready to convert a complaining customer into a loyal customer or fan
→ Finally, build partnerships with data-driven platforms that offer analytical tools and intuitive dashboards for monitoring social media campaigns.
Use advanced technologies like cognitive analytics and AI to interpret large chunks of data. However, before taking the leap, ensure that the team is ready to enter the data-driven environment. If you follow all these steps, it will help you tap into the customer insights and emotions.
To drive people towards your website and products through content marketing strategies, you need to capitalize on the needs and interests of your customers. Therefore, just having enough data is not enough, as you must also have the necessary tools to draw actionable insights from them. Here comes Konnect Insights, which allows you to combine the power of data and social listening and analytics to interpret and draw conclusions. Therefore, such analytics tools must be a key component in your brand strategies.Tags: Consumer Data, Content Marketing Strategy, Data Driven Strategies, Social Analytics