What is data-driven content?
81% of brands could go extinct because they don’t create relevant content and can’t offer personalized discounts, says a 2019 report published by the Havas group. It is surprising how data analytics has become the secret sauce to the success of most businesses today. “What is data-driven content?” you may ask.
Modern content marketers work to include data into the content creation and optimization process. In fact, data-driven content marketing leverages search engines and even the page content of successful competitor websites to understand user intent and user behavior. Thus, data-driven content delivery is based on intelligent analysis of what users want and ensures better performance in terms of search engine rankings. Businesses that do data-driven content creation churn out content that meets the expectations of their target audience.
Is your content data-driven?
Today, businesses that fail to understand what their customers want are their own culprits. Modern analytical tools enable marketers to leverage data insights for optimizing their content strategy. Big data-backed research and customer insights are gathered from various touchpoints during the buying process. Even mid-sized business owners can run winning content campaigns if they know how to put the data to good use. Knowledge about a target user’s behavior, goals, pain points, and challenges can help businesses develop marketing campaigns that improve ROIs.
- Do you know your target audience?
All search engines want to offer the most accurate answers to users. Does your content strategy define precisely what the problem is, and which solution is being offered to your target audience? Effective content marketing includes getting insights into the search intent.
- Do you know your competitors?
To beat the competition, you first need to understand it. Do you know your competitor’s strategy for generating traffic? What are the factors in their content strategy that drive their conversions through the roof? The use of analytics can help businesses access a competitor’s content strategy insights and use that for their own advantage. Social monitoring tools collect data on the target audience as well as the competitor’s marketing strategies. The use of big data-backed tools for competitive analysis serves as a strategic inspiration for improving the current practices of content creation and marketing that business counts on.
- Do you track your content performance?
Evaluating the search engine rankings of published content is not only for tracking the performance of your content strategy. Effective content marketing needs a data-driven approach to figure out opportunities for optimization. Consistent tracking of content performance ensures proficiency amidst evolving markets and trends. With the help of data, businesses can monitor user behavior to check if there is any change in the time spent on content consumption, the bounce rate, and the retention rate. Data-driven content is the solution to analyze the level of engagement and calculate metrics like ROI, cost per acquisition, etc.
- Can you run personalised campaigns for your audience?
In a world abuzz with content, only customer-centric communications can win them over. The use of big data and innovative analytics tools help content marketers to create highly targeted campaigns with effective personalized communications. The use of data not only helps in the content creation process but also allows businesses to time their messaging to boost conversions. With data-driven content analysis, the timeliness and accuracy of a campaign increases.
- Can you increase your customer engagement through your content?
Customer engagement is what hooks visitors to your content and helps boost retention rates. Thanks to data-driven content marketing strategies, businesses can push personalized content to engage customers. The use of data-driven content makes the marketing message relevant to the needs of the customers. Thus, content marketing needs the usage of analytics to build brand trust, better brand perception, loyalty, advocacy, and increased purchases through better customer engagement.
- Have you set up a content delivery network?
There is a science behind the timing when people search for topics. Do you know the strategic time when you must publish your content for maximum outreach?
While for specific content, publishing is more ‘seasonal’ in nature, at other times, not so much. Search volume differs from the topic and the time it is published at. The volume also depends on the relevance of subtopics that the content covers. The best kind of content generates optimal impact only when it is delivered at the right time. Using data-driven content provides insights about when, where, and how long the target audience stays online. Such data varies depending on the niche, marketing goals, type of content, and target audience of a business.
Why do you need data-driven content for your business?
Building consistent brand presence in the market is doable only with a highly targeted content strategy. Data backed solutions help businesses build trust and initiate customer engagement through efficient content optimization.
If you are still wondering “how to write data-driven content?” for your marketing channels, Konnect Insights is here to help you. Konnect Insights’ Social Listening tool tracks all the conversations online. It provides meaningful insights from sentiment analysis, media type analysis, classification analysis, campaign reports, etc. It follows the factors like reviews and ratings that boost conversion rates for the benefit of your business. This tool will help you know your target audience and make your content truly data-driven.