Rule number 1 in marketing is to be where your audience is. Rule number 2 is to be relevant to them. Big data refers to every piece of data collected every day, across thousands of sources and channels across the web. Vast volumes of data are being created and collected every minute; check out Data Never Sleeps, an infographic from DOMO.
Data allows us to be informative and reactive and is rapidly becoming the leading source of information for industry trends, consumer behaviour and marketing strategy.
So, how can big data influence your content marketing strategy?
First things first, before we start delving into the depths of the web and getting tangled up in data, it is important to understand and define your business objectives.
- What are your business objectives?
- What are you trying to achieve with your marketing efforts? Awareness; branding; sales?
- Who is your target audience?
At Dialogue, we help our clients to understand these base elements of their brand, so that we are in a better position to strategically tackle the wealth of data available.
Understanding your audience
Now that you have defined who your target audience is, you need to know where they are, you need to understand what interests them.
With the rise of channels such as social media giving a voice to the general public, and highly targeted monitoring tools giving marketers the power to view the trends and conversations going on in this space, we no longer need to take an educated guess.
Gone are the days in which we sat around in a boardroom and imagined ourselves in the shoes of our audience. As an agency, we make use of the numerous analytics tools at our fingertips, such as Brandwatch, that allow us to analyse our clients’ audiences and understand what really makes them tick, and create our content to suit their needs, rather than what we think they want to hear.
Measuring your efforts and driving conversions
Once content is made live, data empowers brands with the ability to see what’s working and what isn’t. That piece you felt was ground-breaking? No one is clicking it. The audience you thought you were targeting isn’t the one actually engaging? Maybe your content is wrong, or you have misjudged your audience. Time to stop and reassess.
We find that a great way to monitor user activity is to implement tools such as Google Analytics tracking within our own or and our clients’ websites so that we can measure which pages are capturing the audience’s attention, and which pages are losing them.
This allows us to track what content they are consuming, downloading, and where they are leaving. Analytics allows us to measure click-through rates, opens rates, channels, unique visitors vs. return visitors, and more.
Repeat what works, review what doesn’t.
Create Brand Advocates
Word-of-mouth is arguably the most effective form of marketing. By understanding your audience and looking at your data, you will be in the perfect position to provide real value to your audience.
Build your brand with this high-quality, relevant, targeted content and your audience will begin to trust your voice as an industry expert and your peers will view you as a thought leader. This loyal following has the potential to become your brand advocates, as such will support your brand message and boost your reach and following.
How do you use Big Data to guide your marketing strategy? We’d love to hear your thoughts, let us know in on Twitter.
Or, if you would like to discuss your content marketing strategy, contact us today.