Why Data is Important in Content Marketing?
Haven’t we all associated the idea of all types of marketing with creativity, with no exception of content marketing? Contrary to this belief of content marketing being merely an art, it is in fact one of the most data-driven form of marketing that exists.
You can track more data of the results of your marketing techniques when opposed to television or radio marketing. You have records for all the visitors to your website and you know what did they do on your site and from where did they land on the website page. It is then up to you to use this data to your benefit. That is where most content marketers fail to perform, in analyzing and optimizing the use of this data. However, if not for the data, you’d never know what about your technique succeeded and which is the better way for you to grow. While it is your personal choice whether or not to use the data, however, it is a vain idea to leave any potential profit unattended.
Here is why data plays an important role in content marketing.
Learn from other company’s campaigns
With tools like BuzzSumo that help you know how well a certain piece of content marketed on social media performed, you will be able to collect data about what marketing technique is working for other businesses. With various other resources and tools like Ahrefs , you can collect any backlink data and you would know what lent the success to the marketing technique in collecting links. It would, however, be incorrect to depend only on this data and not on the actual effort put in the content, since that plays a major role too. However, you might be able to figure the type of content and the marketing techniques needed in your industry to make your content perform better. You would also be able to structure your content in manner that draws more audience than what you have been attracting in the past.
You might also gain awareness about any website which might provide you with a credible backlink and publicize your site to a great extent.
Review the performance of your own
Data about other businesses and their content marketing performance might help you grow, but evaluating your own performance at content marketing is important for you to learn from successful and unsuccessful campaigns alike. It would be a step towards learning what best engaged your audience and how should the campaign be different in the future. With multiple data points over time, you’d be able to aggregate and analyze what worked best with respect to your business.
You can then use the data to compare the resources and time consumed for the respective content and the actual return on investment on this content. Wouldn’t you want to focus more on the content that best suits your website in terms of engagement?
How you can collect data
Most SMB’s realize the importance of having more data to help perform better but they are unaware of how to procure that data. Moreover, they have little idea of which information is beneficial for them and which can be skimmed through. To add this factor to your marketing might seem too much effort at first, but it is best left uncomplicated. After the tracking is set up, You can compare results by checking on each indicator once a campaign has concluded. This data source will enable you to gain ROI on your content marketing efforts.
One of the easiest metrics to track is engagement. The likes, shares, comments and the time spent are all parameters of engagement. These increase your understanding of the reactions these pieces are attracting. Liking content and sharing it is a tool for organic growth the benefits all types of businesses. Isn’t it time and money saving to have your target audience do the marketing for you?
The goal behind content marketing is to attain a constant growth in the business. Most people pay most attention to any trends of the social media performance of their content and the website traffic. However, it is essential that the data is segmented according to niche or time period to understand how a particular piece of content performed. While Google analytics and social profiles help provide an insight of this data, the end result will be positive only when you use this data to help your business grow by understanding what works best for your traffic.
Understand traffic sources
Content marketing may not gain similar results through various platforms. Companies that work on creating visual appeal may seek to market on Facebook and Instagram whereas those with a strong communicative appeal may take to twitter.
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