Detailed data is essential to content marketing. It enables you to create personalized content that connects with your audience and drives results for your business. But collecting this data and applying it to your marketing efforts requires careful planning. Below, we share four tips to help you create an effective, data-driven content marketing strategy.
What Is Data-Driven Content Marketing?
Data-driven content marketing is the practice of using data to develop tailored content for your audience. It involves gathering data about your audience’s needs, preferences and behavior to improve their customer experience.
You can gather data from a variety of sources, including email and social media platforms, Google Analytics and SEO tools like Semrush. With this user data, you can deliver relevant content to the right people at the right time.
4 Tips to Create a Data-Driven Content Marketing Strategy
1. Gather Demographic Data About Your Audience
Demographic data is a critical tool for developing personalized content. By gathering data about your audience, you can tailor content to their needs and preferences. A few basic demographic details you can collect include:
- Age
- Race
- Income
- Education
- Job title
- Income
You can find demographic data through various sources, including social media insights, form fills, analytics tools and surveys released by the U.S. Census Bureau. With detailed data about your audience, you can optimize buyer personas and create targeted marketing campaigns.
2. Use Audience Data to Personalize Your Content
Personalized content is key to driving engagement. According to McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% are frustrated when they don’t receive them.
Demographic data can help you create personalized content for your audience. For example, you can use data points like industries, job titles and locations to segment your email list and deliver relevant content to the right people.
You can also use buyer behavior to refine your content strategy. By analyzing searches, campaign activity and virtual event attendance, you can identify which topics resonate with your audience to create more engaging content.
3. Share Marketing Data to Improve Analysis
Marketing data is often siloed across different channels and teams. Without a combined data source, it can be challenging to create personalized content for your audience.
Integrating your data helps you understand how users behave across platforms. These insights enable you to create tailored content for your audience. For example, if a particular blog post drives traffic, you can use that topic for social media posts. Additionally, if a call to action (CTA) drives conversions in an email, you can include that CTA on blog posts or web pages. By applying successful tactics to multiple channels, you can drive engagement and conversions.
4. A/B Test Your Content to Boost Conversions
A/B testing enables you to adjust your digital content to fit your audience’s needs. By split-testing web pages, emails and other digital assets, you can determine which version your audience prefers. This testing helps you identify which CTAs, headlines and photos engage your audience.
These data-driven insights can help you reduce bounce rates and increase conversions on your website. You can also refine your advertising campaigns by identifying which copy, CTAs and other elements perform best.
Getting Started With Data-Driven Content Marketing
Data-driven content is essential to marketing success. By using data to personalize your content, you can engage with your audience and drive quality conversions. Learn how the experts at Schubert b2b can help you build a successful, data-driven marketing strategy by scheduling a free consultation below.