1 Data = More Effective Content Ideation Creation Publication/Distribution Content Analysis 2 The Content Life Cycle TABLE OF CONTENTS 3 A Data-Driven Strategy Framework
Why should you incorporate data into your content strategy?
WHY DATA? 88% 44% of B2B marketers use content marketing, yet only 30% say they are effective at it. say their organizations are unclear of what content marketing success even looks like!
Data can be incorporated into all stages of your content marketing strategy to help ensure you aren’t wasting time creating content that isn’t generating results.
THE CONTENT LIFE CYCLE
IDEATION Use BuzzSumo to monitor trending topics
Look at forums like Quora, Reddit, LinkedIn Groups, etc., to monitor real discussions and questions that your audience is asking.
IDEATION What are your customers saying?
Collect and store information from your sales and/or product team to understand their pain points.
Other tools for collecting pain points include sourcing JIRA, utilizing Slack or another messaging platform, or just having a conversation with your sales team.
Don’t reinvent the wheel!
What has performed well in the past? - Repurpose topics into new formats (infographics, videos, whitepapers).
What has performed well in the past? - Refresh old topics with new content.
Every year, Influence & Co. creates a new article about the top marketing conferences to attend, and it continues to be one of our top-performing articles year after year.
CONTENT CREATION - There are several components that you should be paying attention to
Heat Maps - Look at how users are interacting with your content. Is there a certain length at which readers tend to drop off? source: https://www.crazyegg.com
Word Count - There is a correlation between content length and social shares. source: https://blog.bufferapp.com/ optimal-length-social-media
Publication Data - Look at data about the publication’s readership and the types of posts that do well (how-to, op-ed, short, long, visual, etc.)
PUBLICATION/DISTRIBUTION - Day and Time - Use tools like Buffer to help understand the best times for content promotion. JULY 14
Medium - Select the right platform for promotion based on your audience.
Optimization - Use quick, iterative tests. For example, use Facebook to quickly run an A/B test on headlines, images, etc., and optimize your posts accordingly.
Results - Select the right platform for tracking results.
CONTENT ANALYSIS - What to Measure - Traffic, read-through rate, click-through rate, social shares, leads, sales, etc.
Look at what’s performing well, and keep using that content in other channels. - Email marketing - Social - Evaluate consistently. - We track on a weekly basis, but we also look back at our data in aggregate to pull trends.
A Data-Driven Strategy Framework
A DATA-DRIVEN STRATEGY FRAMEWORK - Your Audience = Your Data - Just because it worked for someone else doesn’t mean it’ll work for your audience.