By Marina Petrova and Bruce Amick
Use Data to Create Better Content and Drive Results
The internet has completely changed the communications landscape and how businesses market their products. It has opened up new avenues for brands, and content marketing is one of the most effective methods that has been used by companies to reach large audiences and promote brands without having to spend much money on advertising. Creating quality, data-driven content is one of the most powerful and cost-effective opportunities that businesses have at their disposal today.
By understanding the needs and wants of customers, companies can create assets that match audience intent. Brands can also segment target audiences and produce content that is tailored to these segments' specific needs and interests. Such an approach allows marketers to get the most out of their budget and ensures that the message resonates with the audience. In a world where consumers are bombarded with an overwhelming amount of content every minute, this is more important than ever.
Data-driven content marketing is not only more effective than traditional ways of reaching customers, but it is also much cheaper in the end – you're not wasting time and resources on content that doesn't work, and end up saving money in the long run. This way, with the right strategy in place, businesses can noticeably reduce marketing expenses while still getting great results.
Data is Essential for Success
Data can be gathered from a variety of sources, including web analytics and sales information (make sure you have customer consent for ANY type of data you collect!). There are many benefits of analyzing data:
- Get a better idea about your audience
- Make informed decisions
- Track progress and identify areas for improvement
By looking at data on a regular basis, you can see how your brand is performing and identify weak spots that need attention, all resulting in improved products and services, driving more conversions, and making better decisions about where to allocate resources and how to fine-tune marketing approach.
Turn Data Insights Into Content That Delivers Results
Having data is great, but what's more important is actually using its insights in ads and content that you produce.
- Make sure your data is accurate and up-to-date
- Use data to tell a story
Find a way to weave the data into an interesting and informative story that will engage your readers.
- Be selective
There's no need to cram your content full of data insights just for the sake of it. Be selective with what you use and only include information that is truly relevant and helpful to your audience.
Getting Started WIth Data-Driven Content
Follow these simple steps.
Step 1. Audit the data sources you have.
You probably have more data than you realize. Start with your website traffic, email list, and social media analytics. Customer service departments have a treasure trove of data insights! Also, look for data you may have collected from customer surveys. All of this information can help you learn more about your audience.
Step 2. Take a look at your existing content and see what's working and what's not.
Analyze your traffic and engagement metrics to see which materials are getting the most attention. Use this information to decide what topics to pursue and what to let go of.
Step 3. Use your data to create new content that is relevant and engaging.
Now that you have a better understanding of your audience and their engagement, you can create content that is more likely to resonate with them. Be sure to track your results so you can continue to refine your approach and get even better results.
Last, but not least – use data to come up with ideas for new blog posts, infographics, videos, and more. Also, look at what is popular in your industry. Google Trends and similar tools can help identify what topics are being searched for the most, and you can then create assets that cover those topics. By using data to generate ideas for your content, you can be sure that you're producing assets that your clients will love.
Data-Driven Content At Scale
As a marketer, you're always looking for ways to improve production while also saving time and money. At Intentful, we teach our AI-powered platform to know your data insights and then create relevant and engaging content at a fraction of the cost and time of traditional methods. What sets Intentful apart is our ability to keep the quality of your texts high while also ensuring that your brand voice is consistent across all of your channels. Whether you're planning to improve your blog or create more compelling PPC ads, Intentful has a solution for you. The quality of our AI-enabled (and human-curated!) texts is outstanding, and your audience will have no choice but to notice and appreciate it.
Get in touch with our team to discuss data-driven content.