How Big Data Can Be Beneficial For Content Marketing Strategy
Many companies are implementing big data solutions to help them run their businesses better. By collecting and harmonizing data across multiple sales and marketing channels, you’ll be able to gain insights in to how your customers respond to your sales funnel.
That’s great, but are there any real-world examples?
Absolutely. Here are 7 strategies for using big data to help shape your content marketing.
Big data should be bringing in information from all your sales channels, and capturing the customer data with it. Comb through the data and circle areas of interest. If your big data solution is robust enough, it’ll do this for you. Middle age males seem to buy more shoes in October? You now have a new October campaign.
If Big Data is implemented properly , should have all the demographic, geographic and shopping habits of your customers. You’ll notice patterns within these groups. Young females buy more clothes just before school starts. Mothers are busiest during summer (when most babies are born). Find your patterns and build your content around it.
You may notice that most of your young male customers are shopping for a particular product you sell. Use this knowledge to cross market other products to them when creating content. For example, if you know this demographic buys a lot of product A, offer them content from product B that appeals to that demo.
This related content doesn’t need to be integrated directly into the first piece, it can simply be inserted in a sidebar, an additional email, a retargeted ad, or checkout page during the conversion process.
There are many challenges big data startups are facing. One of them is finding the best way to measure competitors for you. A lot of the focus is currently on the content your competition is offering. By analyzing the various channels and approaches your competition takes, you may be able to implement a new content strategy to get in front of their customers.
Examples of this can be using big data to study the Facebook posts of your closest competitor. Who are they marketing to, what are they saying, and what is the response? Most of the insights on interactions are publicly available data. Blend that with your proprietary data collection, and create your next campaign based on the outcome.
Probably the most obvious use of big data is just learning what is working well for you and what isn’t. If your content and sales channels are well tracked, you’ll be able to directly draw a line between your campaigns, your goals, and the actual outcome.
Once you know what works and what doesn’t you can adjust accordingly. This applies to content directly, and the channels you’re using to get that content out.
One of the most underused ways of turning your data into successful content is to marry it with publicly available census data. Public policy researchers have been using this method to capture accurate policy feelings through shifting demographics.
While your data likely only tells you what’s happening right now, or what’s happened in the recent past, census data will show you the shift that’s occurring. It’s great that your company does well with over-educated young males – and census data will show you which areas have been growing in this demographic.
This information will help you discover and target emerging markets that you may not currently target. Data is not only knowing about what’s happening, but what will happen. This will help your content campaigns anticipate response and success.
Retargeting has been around for a few years now. It was one of the first ways big data was actually put to use in a broad sense. It sounded simple enough at the time: target those you know have interest. You know they have interest, because they’ve already visited with you.
With the data now being refined for retargeting, and the ability to easily integrate numerous retargeting campaigns into content, this should be a no brainer. Recapturing clients is always less expensive than trying to recruit new ones.
Lastly, you’re going to want to use the data you have to track the ROI of the content you’re creating. This will allow you to focus on the content that does well, or the content that is the most profitable. By cutting the dead channels, you’ll be able to reinvest where it counts.
Quite often we’ve measured content success by a simple interaction. That no longer goes far enough. You want to track them all the way down the sales funnel to know if they found the content compelling enough to buy – or just interesting enough to share and then move on.
Of course there’s value in sharing, but what big data will show you is how much value there is.
If you’re business is already collecting and analyzing data for other reasons, it’s important to inject it into all parts of the business. This includes content creation. With limited resources, you want to make every dollar count, and every piece on content resonate. Put big data to work for you, and the results may surprise you.
Link: How Big Data Can Be Beneficial For Content Marketing Strategy