Data can help determine what content to create, how best to distribute it, how to personalize it to audience segments, and how to streamline your internal processes.
On average however, companies only analyze 12 percent of the data available to them. And according to Conductor, 38 percent of content marketers rarely even use data.
While intuition and creativity are important to content marketing strategy, data is essential. Eighty percent of marketers agree that customer data is critical to their marketing and advertising efforts.
Lee Odden, CEO of TopRank Marketing, gives his opinion on where the disconnect lies:
When it comes to content, creators are traditionally more art than science and using data to guide editorial planning is still not an advanced skill for many companies. In many other cases, content creators don’t have access to analysts to interpret data in a meaningful way or the tools and training to do it themselves.
Odden advises utilizing data to enhance content marketing strategy in these three areas.
- Where your audience is looking for answers and what solutions they’re looking for.
- Your audience’s preferences for content format.
- Deciding which content is driving the actions you want, and the actions each piece of content is driving. Use this data to spot trends in your content.
We really can’t learn from our successes—or, arguably more importantly, show the impact on our business goals without data. It’s the key to generating more leads and revenue.
You can read more of Odden’s data insights below.
Read the source article at CMO.com