Only five percent of marketers would rate their content creation efforts extremely successful. Only 23 percent view their efforts as very successful.
Reliable opportunities for more effective content marketing are becoming readily available and mass adoption is anticipated in the years to come. Data-driven content marketing is one of these opportunities.
Relying on data analysis to create content campaigns and reach the right people boosts effectiveness and increases ROI. This is the main reason why data-driven content marketing will dominate the landscape in 2020 and beyond.
What are the best strategies for effective data-driven content marketing implementation? Here are some of the essentials to consider introducing in 2020.
Content Marketing in 2020: Collect Target Audience Information
Let’s start with the basics – you still need to collect information about your target audience to build a demographic profile.
One of the simplest tools out there, Google Analytics, gives you essential information about the people who are currently viewing your content. You can easily find out their:
- Location and language
- Income level
- Professional occupation
Such data can be utilized to create ideal buyer personas and continue moving forward with your content marketing efforts.
Data Is Easy to Access, Just Survey Your Audience
Modern content marketing in 2020 can still rely on traditional, low-cost opportunities for data collection. An audience survey is probably the simplest opportunity out there. It can be personalized and it can answer your most pressing questions about content creation.
If you want to learn something about your audience, you’ll simply have to ask. As a part of a survey, you can inquire about the topics and the types of content your audience enjoys the most. Keep the questionnaires short and focused to receive invaluable feedback.
You can also learn about the competition, the online preferences and the engagement level of your audience.
Offer some kind of incentive for survey participation if you want honest answers and engagement. Knowing how to stimulate your audience to engage is very important because even if you drive traffic to a survey page through optimization/ads, participation levels can still remain low.
You Can (and Should) Learn What Your Audience Is Looking for
Great content in 2020 will be personalized to give the audience the information/experience it needs.
To accomplish this goal, you should have some understanding of what your audience is looking for.
Google Search Console can provide a part of the answer. When viewing your website report, go to the performance tab. There, you’ll see the search engine queries that give you the most clicks and referrals.
To collect data about audience preferences and curiosities, however, you can go beyond the basic tools in the Google suite.
Google suggest is a powerful weapon in your data collection arsenal. It will give you some insight into the most popular search queries. You can also explore Google Trends to understand the top industry queries right now and how they’ve performed through time.
Communities, forums and social media are other sources of information. Look at relevant groups and some of the top questions or discussion topics. If your content can answer these questions and it gets promoted in an adequate way, you’ll easily expand your targeted reach.
Data Can Reinvigorate Old-School Content Marketing Approaches
Content marketing in 2020 will be a colorful mix of the old and the new. The old can be dusted off and freshened up through reliance on relevant data.
Data analysis can lift and enhance your email content marketing efforts, for example.
The data collected through your website is incredibly beneficial for email campaign segmentation.
When you create emails for several different groups of people, you can personalize the message and boost its relevance.
You can do a lot more than just highlight your latest offers in a newsletter.
Email content can feature useful tips, humorous snippets, lifestyle suggestions and limited or exclusive offers for your most loyal clients.
Here’s one example of a company using data to optimize email marketing. Within a year of the data-driven approach introduction, the company boosted its weekly order value by 64 percent and the lifetime value of new customers wen to up 19 percent.
Remember that data analysis makes you more powerful. Any insight into your audience and its preferences can contribute to personalization. When creating content for the right crowd, you will reach more people, you’ll boost their engagement and set the scene for long-term business sustainability.