Big Data knows BETTER-a content marketing strategy to save your business
The 2020-2030 decade has started off on a rather shaky note, with this new global COVID 19 pandemic leaving the world, businesses in particular, in murky waters and in need of a foolproof content marketing strategy to save them from closure.
Lucky for us, this crisis could not have come at a better time. The open secret is that business are actually more equipped to survive it than ever before, not only that, but to thrive in this technology- driven era we are in as well.
Well, we are officially living in the age of “big data”, where there is far more information readily available than any of us can actually consume and process.
The Merriam Webster Dictionary defines big data as an accumulation of information/statistics that is too large and complex for processing by traditional tools.
Fortunately, there is almost no limit to what you can do using modern digital data processing tools to analyze and formulate your business strategy.
A business strategy cannot be successful without data, as marketers risk guessing, rather than actually knowing, the habits of the target audience. A data-driven digital marketing strategy makes you more efficient, save time and money by focusing on the correct content that actually brings you closer to your consumers and, above all, makes them convert.
How data helps you understand your target audience
One of the main reasons to invest in a data-driven content marketing strategy is to gain the best possible understanding of the actual audience that is most likely to buy your product or use your service (that is, your target audience).
A solid content marketing strategy can bring the audience closer to the brand. This can only happen through a framework that takes into consideration the audience’s habits, preferences, and needs.
Using a process known as Analytics which is basically digital collection, reporting, and analysis of data.
The focus is on identifying measures based on your organizational and user goals, and using the data to determine the success or failure of those goals and to drive strategy and improve user’s experience.
An analysis of the available data can help marketers draft more relevant personas, which helps in tailoring content to the target audience.
Data can provide useful answers to questions such as:
- The customers’ reaction to the existing content
- Their favorite types of content
- Their preferred methods of communications
- The channels they are using
- Their browsing habits
Data and metrics should always be the start of an effective content marketing strategy, which ultimately sets the groundwork for a data-driven approach that relies on insights, rather than assumptions about the target audience.
How to use data to measure success
Before one starts to analyze any digital data or insights, it is important to grasp a few basic terms to put all the technical jargon into simpler context.
Bear in mind that;
- Visitor – is any individual who accesses the webpage. A visitor can be new (someone who has never been to the site before) or returning (someone who has visited multiple times in the period being analyzed).
- Referrer – this where the specific visitor obtained access to your website from. This could be another website, social channel or even e- mailer.
- Traffic source – this refers to the broader type of website or link the visitor arrived on the site from, such as search, social media or an advert. This is specifics about the referral source.
- Landing page – that is simply which page they arrived on first. In other words which URL they arrived on.
- Conversion – this means the type of action the visitor performed on the given page, e.g. making a purchase/filling out an enquiry form/ a newsletter submission or a registration form. (Any type of action is called a conversion and should be tracked in analytics data).
- Bounce – when a visitor arrives on a webpage and leaves without any action or viewing any other pages. This does not necessarily have to be a bad thing. It all depends what your landing page information is like.
So If the visitor leaves the page before a specific action is taken then you will have to check that your page is giving the visitor the experience and information needed to complete a goal or if your page is marketed at an incorrect target market. Your bounce rate will be able to assist in determining all of this.
The most useful metrics to track your content performance include:
- Website, Blog or social page visits
- Time a visitor spends on a page
- Visitor bounce rate
- Number of comments number of shares/likes
- Number of mentions
- Inbound links
- Press coverage
- Number of generated leads
- Number of conversions
Data can be intimidating and overwhelming; ultimately, leading to the dreaded “paralysis by analysis.” This is especially true for the small business owner attempting to delve into the world of data and analytics.
However, involving professionals who are well-versed with the ins and outs of analytics can help your business to focus solely on those analytics that matter… those that will clearly impact your business.
What we do with your data
Creativemagic digital marketers and strategists have tried and tested tools to guide your content marketing strategy in way that leaves no room for guess work. The results speak for themselves and are guaranteed to not only bring insight but bring about a return on investment (ROI).
Our goal is to interpret your data into actions that make commercial sense. We believe data is the root of success in understanding who we are communicating with and their preferred communication methods. Our approach is to better predict customer intent behavior, as opposed to chasing customer intent behavior.
Just take a look at how tracking and analysing brand analytics has transformed one of our customers’ brand
Remember big data knows your business better than you do and CAN save your business. Talk to an expert today and let’s conquer this crisis together.