3 Steps to Data-Driven Content Marketing
- Paid Media. Starting with paid search ads, display ads, paid social media and traditional media, marketers can move toward native advertising, or advertorial content — i.e., published online material that resembles the outlet's editorial content but is paid for by an advertiser and promotes their product.
- Organic and Owned Media. Syndicating content on your own brand’s website, newsletter, blog, and organic social media platforms offers direct control over your content, but it shouldn’t be the only outlet. And here especially, your content needs to be consistent and enticing enough to draw in consumers.
- Earned Media. When an opinion leader who is seen as a neutral authority promotes your product, the influence can push consumers to view your brand as reliable and trustworthy and to seek out your content to inform their decisions. These individuals can reach and influence other consumers on a global scale in a matter of nanoseconds through social media mentions, shares and reposts.
Strategic distribution methods move your content into the limelight, targeting your desired consumers at their most receptive moments.
Step 3: Gain Clarity About Your Content’s Performance
This final step uses data to evaluate the success of your content, and cycles back through the first two phases of your strategy to understand the return on your investment.
Going back to data, you can use it to map your content to different stages in the consumer’s journey. What information are consumers interacting with and using to inform their decisions? If you can tie online and offline activity to a unique ID for each consumer in your CRM, for example, then you make connections to all their activity with your brand, including exposure to specific pieces of content. This gives you a better view of which content helps influence conversion, allowing you to pinpoint the most successful strategy, focus on those efforts, and eliminate wasted spend.
Content marketing campaigns don’t succeed by chance. With a wealth of data at their disposal, marketers can use these three steps to make best and most adaptive use of this information. Taking this approach can spell the difference between developing nice-looking content that sits on your website and implementing a strategy that gets your content out there, leading to engagement and conversions.
Patrick Kuehn is Senior VP, Sales and Marketing at ObjectWave. Speaking five languages, he specializes in international business in the digital age. He can be reached at firstname.lastname@example.org. For more of his advice on integrated marketing, check out the article "5 Steps to Driving Traffic and Delivering Results with SEO" and guide "Search Engine Marketing: Creating a Holistic Paid Search Strategy" over at Objectwave.
Lou Amodeo is Vice President, Creative at Rise Interactive where he leads customer experience strategy development. He and his team have gained national recognition, winning awards from MediaPost and Digiday, among others. He can be reached at email@example.com.