Contrary to popular belief, marketing is not based just on creativity, and marketers are ultimately not artists who do not know what they are doing. Rather, they constantly devise and implement various complex and well-planned marketing strategies for their clients.
The content of the message marketers are trying to convey to their audience is one of the most important aspects of any media campaign, but if not carefully and well put together, it will only get you so far, usually nowhere. Marketer today know that the road to valuable marketing insights is paved with all kinds of data.
How is it Important?
Using data-driven content marketing is not an option anymore but a MUST, especially if you want your product to survive in the oversaturated market. Digital marketing experts are constantly working on new marketing strategies and today's top marketers deal with enormous sets of data. What is more, the agency that uses data as an insight into consumer behavior will always have more success that those that do not use it in their strategies (if any).
Although, when talking about data-driven content, many have already written it off as something complicated and expensive, it actually is not as scary as it may sound. The basic principle is that you collect the data on your target customers and then shape it for the purposes of your product. This way you’re not wasting your time and resources on the wrong audience, but going straight for the right one.
Content marketers know that, when creating content, they make it for a specific target audience to consume. To find out how that audience enjoys consuming content, what types of content they like, the habits they have, and what they like in general helps marketers determine how to approach a particular potential customer.
This is a very vast field and it might take some time before you find your footing. You will definitely take a handful of wrong turns if you are not extremely careful. Having said that, mistakes are bound to happen. To help you stay on the track, here are just a few strategies that have proven to be the most successful when planning the campaign:
- Research the audience – use demographic research data to adjust the context of your message. This means that you have to know all parameters of your target customers in order to sell them your product.
- Don’t shoot in the dark – do some testing. A PPC campaign doesn’t have to last long and can provide value to your marketing while integrating it with the human factor since there are actual people on the other side.
- Measure success – diagnose the issues through milestones between the beginning and the end of your digital campaign. This will give you enough opportunities to remedy the mistakes and implement improvements.
- Increase the message audience – it might come as a surprise, but email is still the marketing channel with the highest ROI, while Facebook and Twitter come as 2nd and 3rd So by focusing on the most successful channels you can increase the potential of your message to reach more audience.
- Use the industry changes as your advantages – be always aware of what’s happening in your industry. The changes are inevitable, so use them in the best possible manner to help your campaign.
You Content Hits All the Right Spots
Knowing who your target audience is and why they chose to put trust in your product is an excellent start for shaping your content. When choosing the message format, you must have in mind which one will be the most effective. For example, the practice has shown that long form content generates more hits than its short counterpart, meaning that frequent posts don’t have to be more successful. So, for example, instead of a weekly newsletter, perhaps you can concentrate on the more elaborate blog posts.
Independent content creators are one more potential resource to consider utilizing. Focus your resources on the ones who are the most efficient in reaching the largest number of consumers. Sometimes they will be classified as influencers, other times they are writers or experts with a strong social following. This way, you’ll be able to prioritize who to engage with in the future among the writers and which agencies you hire.
Know Your Goals
Every marketer should have a content mission statement or simply put, you have to know what you’re trying to achieve with the message you’re sending. There’s an abundance of ideas, so you have to know which one deserves your attention and time and above all, your investment based on the data you gathered before.
Remember, as practice shown, you might not have to deal with a typical audience, so be creative and take all the demographic data into account properly so you could shape your goals in the best way possible. If you retrieve the right data, analyze it properly, and create content that is highly-specific to your targeted audience, you will maximize your ROI like never before.
Data-driven content marketing will give relevance to your message and help you position yourself on the market more firmly. The force of digital marketing is not to be reckoned with and should be used and incorporated in your business through diligent research and constant following on new trends and evolving demands.
But be careful though. Following trends just might not lead you anywhere in particular. You could end up trying out different trends over and over again and none of them might work. So what should you do? Stick to the basics. What has worked before will work again, but some UX tweaks might be necessary. It all comes down to engaging your target audience.
Creating engaging content and concentrating on your target audience, as well as being patient through the whole process of analyzing and testing, will give a chance to your marketing campaign to have the desired results and guide your future endeavors.