With a wealth of data available, content marketing strategy can benefit from data-driven decisions. This approach can be the difference between content that sits on your website and implementing a strategy that leads to engagement and conversions.
Using the following three steps to set clear goals and make data your guide will ensure you’re developing the right type of content, getting it in front of the right audiences, and understanding its impact in a way that lets you continually optimize your strategy.
Identifying and understanding your target audience is the first step towards data-driven content. Gathering data on how consumers search online and offline for your products can provide insights on how to approach the content marketing strategy.
Simultaneously, you should be aware of your competitors’ content and where they distribute it. Should a distribution channel be overwhelmed by a competitor, you can try a differentiating approach or platform.
An informed approach to gathering data will allow you to create more relevant, timely and differentiated content that will inform and convert customer searches.
Once you’ve gathered relevant data, you will be better positioned to create content for your target audience. The next step is to distribute the content through the right channels — just posting the content on the website may not reach your audience.
Surprisingly many leave distribution of content as an afterthought. Sitting on your content and waiting is not an option. Targeting customers when they are the most receptive can be done with a strategic distribution of content.
There are three channels of mediums to promote or distribute your content:
Paid Medium — published online material that is paid for by an advertiser and promotes the product.
Organic and Owned Medium — sharing content on your own brand’s website, newsletter, blog, and social media platforms offers direct control over your content.
Earned Media — When a thought leader who is regarded as a neutral authority promotes your product, the influence can push consumers to view your brand as reliable and trustworthy and to seek out your content to inform their decisions.
The final step is the evaluation of your content’s success, looking at it through the prism of your investment and subsequent outcome.
Evaluating data will allow you to map your content to different stages in the consumer’s journey. If you can connect online and offline activity to a unique ID for each consumer, then you can understand their activity when they are exposed to specific pieces of content. This gives you a better view of which content helps influence conversion, allowing you to identify the most successful strategy, focus on those efforts, and eliminate additional costs.