Content Marketers: Go Beyond the Basics With Big Data
In the business world, trust is everything. Gaining a customer's trust is the first step a brand takes in the sales process, and one of the best ways to do this is by proving your expertise through educational content. If a consumer is able to view you as a trusted expert in the field, they're more likely to make a purchase.
More than ever, brands are harnessing big data to truly understand who their customers are when developing marketing content. In fact, a new Infogroup study found that 47 percent of marketers surveyed were already seeing return on investment on expenditures related to data technology. That number was only 39 percent in 2013. Without some sort of insight into the customer, it's difficult to meet their needs with the right copy.
However, brands need to use big data correctly in order for it to actually improve content marketing efforts. Here are three tips for brands using big data to fuel content campaigns:
1. Collect enough data. According to the Infogroup study, marketers feel they aren't collecting enough data. In fact, only 10 percent think they collect too much. Collecting too little data can leave a brand with insufficient information to understand its customers and generate meaningful insights. Brands often rely too heavily on purchase history or third-party lists, and fail to supplement that with digital data sources like web browsing history and social media activity.
This can be detrimental for content marketing campaigns. A customer is unlikely to download a whitepaper, open an email or read a blog if they don't find information relevant or of interest. The overall goal for your content marketing campaign should be to educate your target audience on a topic that's important to them to prove your expertise. If the customer is already familiar with or not interested in what you have to say, your campaign will fall short.