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The Importance of Data-Driven Content Marketing
Data can aid marketers through the creative process and track the performance of content efforts. In terms of fundamental documentation around their content marketing plans, B2C marketers have come a long way in the last year.
FREMONT, CA: When people think of content, they usually think of something creative. Great content marketing, on the other hand, is a combination of creativity and data. Our industry is still learning on the data side of the equation. That isn't all that shocking. After all, content is, quite literally, the name of the game. However, many content marketers, some of whom originated from related fields such as journalism, are so engrossed in the content development process that it can be difficult for them to shift their focus to the data side.
The importance of data in content marketing, on the other hand, cannot be understated. It can assist in organizing your thoughts on the subject by categorizing your data analysis requirements into two categories: post-distribution content effectiveness measurements and data that guide content creation. To put it another way, you should think about how data can assist you in identifying whether and to what extent your content is connecting with its audience and how data can help you steer your content development process from the start.
Most content marketers, especially those who appear solely focused on the content development process, are aware of the importance of post-campaign metrics. While creative content executions focus on creating a captivating tale, statistics may help marketers determine whether the content is resonating with consumers.
Your content's overarching purpose should be to deliver value to your audience and establish a relationship with them. As a result, you must select key performance indicators for your campaigns that will help you measure the value and engagement of your campaigns, as well as tie these metrics to business outcomes. Measurements around the following will be your most valuable post-campaign metrics: Conversions, engagement rates, and traffic.
Most marketers, however, fail to take advantage of crucial insights during the planning and documentation stage. A data-driven content strategy can help organizations avoid squandering money by connecting with the wrong audiences in the wrong places. Data can be used to discover target audiences and their trending issues and potential consumers' channel-specific preferences and the influencers most relevant to those groups. Make data-driven analysis a part of your content strategy in the following areas.
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