Data's Role in Content Marketing

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In the world of marketing, increased viewership could mean opening the door to more conversations. More conversations could lead to new clients, long-term relationships and new revenue. However, the debate continues: What type of content should your company be publishing to serve as seeds for those conversations?

Digital marketing and content publishing is a battle between quantitative and qualitative measures. Your company may expect that likes, views and shares will drive readership and position you as a thought leader in your industry, but what would this content be without the support of conversations and the business stemming from it? It’s not merely about views and shares, but driving sales, too. To deliver that quality content, it is important to know what your industry is talking about and what is driving their interest. When marketers were surveyed, 53 percent felt that delivering highly relevant content and being more customer centric are among one of the most important factors in data-driven marketing investments. Data is key to this discovery process. 

Data can benefit your company and its practices in many ways. It helps your team better understand its customers and what interests them. Similar to using data to determine what products or solutions your customers need and what their upsell and cross-sell opportunities might be, you can also use data to better understand your market and build a more productive and useful online presence, opening the door for those new conversations. It is no longer just about building campaigns or writing content that matches your offerings. It’s about aligning what you offer with the interests of your network. The right content could increase awareness, change perception and/or drive revenue for your company.

How can data help? It is a matter of looking at your target market and network to see what is being discussed —pain points, if you will —and publishing content that relates. Your clients are busy and impatient, and they don’t have time, won’t take time, to read a summary of everything you offer and then compare you against your competition; they want a solution to today’s problem, the one that people are discussing. You may try searching trending hashtags on social media for social listening platforms. If a topic is gaining momentum and interest, publishing content connected to the trend would keep your company in the public eye. 

This can also be achieved through interactions, both with social influencers in your industry and users interacting with your brand. By connecting with influencers, your company can better stay in sync with the trending topics as seen by individuals carrying clout. Influencers are required to keep tabs on what is important in their field, using and gathering data through interactions with their followers. By interacting with your users, your company gains a direct link to what they currently care about most. Those topics could — and should — immediately impact your future interactions with those companies, creating seeds to future business partnerships.

The same benefits could be said for using marketing data through your company’s marketing automation system. Focus on those campaigns receiving high open and click rates. By using marketing data to determine content topics, you emphasize topics already gaining the most traction to continue growing interest and you don’t waste time (and money) trying out topics with no real history. 

While having free range to select marketing topics allows your company to choose what you feel is the most important message to send, including focus from what your customers deem as important will more directly benefit your company in the long run. Today, using the data you retrieve is one of the most important keys to addressing what is important to your company presently, and might be the key to your next big sale.

About the Author:

TopLine Strategies delivers the complete integration and development of sales, marketing and customer service technologies that enable corporate clientele to improve revenue streams and strengthen customer interactions. Our project management and consulting is designed to achieve timely delivery, 100 percent user adoption of the technologies we implement and deliver measurable returns on investments for our clients.

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