Fast growing businesses understand the power of data and its importance in driving their content strategy. With content optimisation as one of the top digital priorities for 2016, businesses use data to transform their content into personalised messaging for their customers. This allows for more relevant and engaging conversations with customers.
The role of data-driven insights in achieving top marketing priorities
According to a report from Teradata, almost half of 1,500 surveyed marketers worldwide “report significant pressure to be more data-driven in their efforts, with this aligning with other research similarly showing that marketers are under pressure to become more analytic.”
This study also showed the following key statistics:
Majority of the respondents ascribed benefits to data-driven marketing such as more accurate (67%) and faster (59%) decisions
Insights from data are used for customer acquisition and retention (53%)
Insights from data are also used to prove marketing effectiveness by measuring outcomes and ROI (45%)
Creating content strategy with data at the core
Whether you use data to drive your digital marketing efforts or shed light on how you connect with your customers, you need a framework to collect and analyse the volume of customer data and insights available. Below is a simple step-by-step infographic on “how to build a data-driven content strategy in 1 day” from Unbounce.
But before you get started…
Like anything else in business, you first need to establish clear goals and an adaptable strategy (one that is flexible as you gain more insight into how your marketing activities are working). Creating buyer personas will help you map the right content to the right persona at each stage of the buyer’s journey, which will mean more targeted and successful content generation to meet your customer’s needs.
Follow this 5-step plan to get you started!
And you’re done for the day!
Following this process will help you tailor fit your content perfectly to your target audience, allowing you to create more effective content, improve online conversions and ultimately, achieve faster revenue growth and better ROI.
Bonus step – Always be improving: test, analyse and optimise
You need to know what’s working and what’s not so you can adjust your content marketing strategy. Establish content performance metrics, collect data and analytics and analyse the success of each content marketing campaign. With data and analytics, content marketing is an ongoing process of testing and optimising, enabling marketers to meaningfully refine strategies and create content that provides value and relevance. And more importantly, content that achieves results!