It’s no secret that we live in a digital age, an age where everything we do revolves around digital media in some fashion. And, as with every single aspect of our lives, we leave a trail behind, in this case, it’s data.
Any and all kinds of information about us, our preferences, our interests, our needs, our finances, our lifestyles, and much, much more is data that is being actively collected through everything that we visit and do while online.
This data is useful in many ways, but by far the most prevalent thing that it is used for is marketing, making it easier for the right merchants to make the right products available to the right customers, without any wasted time.
That being said, let’s look at 5 ways in which you can use data to skyrocket your content marketing.
1. Establishing clear demographics
One of the most important hurdles that you will need to get over in marketing, especially content marketing, is figuring out the right demographic for your campaign and how to reach it.
This is where data can be invaluable because it will not only help you figure out what the optimal demographic for your content is but also all of its characteristics and various elements.
Ultimately, this will help narrow down the list even further and allow you to get a much more accurate target demographic, as well as additional auxiliary demographics that you can more effectively appeal to. If the data is used properly, for this purpose, then you will see a much more substantial increase in users, views and ultimately interactions with your content.
A very good example of a marketing campaign that used data in order to clearly define a demographic is Red Bull’s ongoing marketing campaign. With data that is being collected constantly, they are able to reliably keep track of the overall interests and preferences of their demographic, helping them appeal properly to their customers and organize promotional events centered around them.
2. Defining trends
Another great use that data has in the world of content marketing is defining actual trends and preferences.
This is because a lot of the data that you will be collecting is related to what people actively browse and how they, in turn, interact with the content that they are browsing, as well as an eventual return rate and frequency.
In turn, with this data, you can figure out topics, subjects, and even styles, users gravitate towards, as well as with what frequency. Make no mistake about it, there will be a lot of data to work in this regard, because of how diverse and varied individual tastes are. However, the more you sift through the data and the more sorting you do, the more clear trends become.
One of the global business leaders in this field, Deloitte, has a very clear concept regarding the importance of data, and its uses in marketing, especially when it comes to spotting trends and using them to your advantage.
3. Predicting interest
Another interesting, albeit a rather inaccurate way of using collected data, is to figure out what people will be interested in the future before it actually happens.
This is a trick that a lot of successful marketing agencies use in order to prepare and be ready to alter their campaigns just as a new interest starts emerging. The uncomfortable part here is that it will require a lot of research, and a lot of statistical calculations in order to come up with a reliable prediction.
The good news is that it is a lot easier when dealing with predictions as a content marketer because you can always make small adjustments and tailor your content to fit any prediction, while at the same time still having the original drafts.
One of the best examples, to date, of using data to make predictions, is the Foresight Factory’s Predictions for 2025, which is generally regarded as being scientifically and statistically accurate.
4. Scoping the competition
A clear advantage that data offers all businesses when it comes to marketing, is the fact that they can see what the current interest is in your competition’s content.
This, of course, will allow you to gain a better understanding of how the public responds to different content, and how you are in relation to your competition. Not to mention the fact that you can gain a more stable metric by which you can measure your success and make your future decisions.
This also plays an important part when negotiating for sponsorships and investments, because you can bring a more solid argument to the table and back it up with actual statistics and facts about the opposition.
Using data in this way has grown in importance, over the years, that Harvard Business School has included an accurate and detailed report about it in their Harvard Business Review, discussing the importance and role that it plays.
5. Facilitating your own content
This is, more or less, the bread and butter of ways to use data for content marketing, making your own content better.
What it all boils down to is getting feedback in more indirect ways. Feedback which you can use to improve the quality of your content, how frequent it is produced, how it is presented, and even the topics and subjects that it tackles.
This is also known as content tailoring, and as the name suggests, you are making your content a lot more readable and advertiser-friendly. Not only that but from the data itself, you can extrapolate different elements that can help with your campaign.
The best example here is the marketing campaign that Nuffield Health ran in 2017, where they used marketing data collected in order to properly tailor their content and facilitate its spread across the online fitness community. This made the content a lot more appealing to the community members, making Nuffield Health gain a lot of exposure and build brand awareness.
Collected data can be a real asset for your content marketing needs. The sheer amount of options that a marketing expert has at his or her disposal as a result of that data is what makes it so valuable and sought after in this day and age.
The bottom line is that it is information that you can use in order to boost your marketing capabilities, while at the same time learn about the market itself, the people that you are marketing towards, as well as your competition.