Data is certainly one of most important thing on the web, as well as behind every good content planning. With the ability to analyze data, internet marketers should be able to get their contents up to achieve maximum results.
Content is king. But without the marketers able to analyze the data behind it, content won't deserve the throne as expected. Getting to know potential customers is all about data, and data is the source of potential marketing prospects.
With data, marketers should be able to create contents to meet behavior, demand and character. By leveraging user data, marketers can fuel content and get optimal results.
To understand what should internet marketers look for in user data, they must first know the three layers that make a data.
- Analytics: Website's metrics about user reach, engagement, shares and many more.
- Earned contents: Things that people say about the brand all over the web.
- Outside contents: The contents that potential consumers are engaging.
By knowing these, marketers should be able to get insights from their analytics software to empower what people already say about them. And to understand what the outside contents are, marketers should know what topics their targeted audience are looking for.
The problem doesn't stop there because marketers should be able to make out a visual presentation out of the raw data to extract the necessary information. Marketers should then be able to get their context out with a strong narrative in order for their strategies to be understood correctly.
To overcome the situation, marketers need to work closely with content creators/content writers with the available data to set standards on tracking and reporting. This is essentially to make up recommendations.
Once this has been done, the next step is to develop a new strategy with multiple tests to see which method could resonate the correct message, and which couldn't. Every piece of content that marketers create is an opportunity to learn something. This is to know what type of contents do the targeted audience really wants, and what contents they tend to avoid.
Conclusion
Many internet marketers have huge resources and rich in data. But many of them are unsure how to translate the information they have to actionable insights in their content creation process. It's therefore important for them to come with their own decision and point-of-view, as well as their own created hypotheses around what's valuable to their targeted audience.
When it comes to data storytelling, many marketers like to go straight to the data. Data can tell almost anything, but none of them could answer why.
For this reason, it's important for marketers to start with contents first, then use their analytics to get information about what to do and what they shouldn't do. When people are talking about them on the web, these are their honest opinions. And what their targeted audience is seeking on the web, is actually their expectations from you. Empower them, and give them what they want.
Contents could be anything. And it can be distributed anywhere. Every piece is where a content could live. Adding one piece of personalized content should be able to get the business a strong foundation to go up.