Use Data and Get an Effective Content Marketing Strategy
Are you aware of the most important factor that moves the content marketing strategy of every successful brand? Yes, it’s the preferences of the target audience. Yes, it’s the way the buyer persona behaves online. Yes, it’s everything that competitive brands do. And yes, it’s something that combines all these factors into one: data.
The more big data you analyze and process, the better you understand the audience and the business itself. The main question is: how exactly do you use that data to make your content marketing strategy more effective?
That’s what we’re here for today. We’ll suggest some important tips that help you shape your content marketing strategy through successful use of data.
1. Measure the Views on Individual Pieces of Content, So You’ll Know What Works
What’s the most obvious type of data you can measure? It’s the page or post views, right? That’s the exact thing that you should start with. It’s not just about seeing how popular your content is. It’s about measuring the type of content that’s more effective in comparison to everything else you publish at the website. That’s why you should measure and compare the popularity of individual landing pages.
Chances are – you’re publishing several types of content at your website:
- Website content
- Textual blog posts
- Image-heavy posts
- Data-driven content
The list can go on and on. The question is: what type of content is getting the most attention. If you notice that downloadable eBooks don’t work for your audience, but listicles do, then the action is obvious: you turn those eBooks into listicles and you use the same content to attract more audience.
2. Get Data on Content Engagement
The views are important, but they don’t give you the whole picture on the level of engagement at your website. When you want to elevate the effectiveness of your content marketing efforts, it’s crucial to measure the engagement from different aspects:
- How much time are people spending when viewing or reading your content? According to the metrics provided by Chartbeat, news articles typically attract 60-90 seconds of engagement and landing pages attract between 5 and 30 seconds of engagement on average. Long-form content, on the other hand, makes for 3+ minutes of engagement. The visitors who spend three minutes reading an article return twice as often as the ones who spend one minute on it.
This brings us to our point: find a way to make them stay! Experiment with more visual elements, screenshots, and better explanations. Measure the results to see what type of content makes your audience stay. Then, focus on providing more of it.
- How many returning visitors does your content attract? You can measure this factor for the overall website traffic, but you can also analyze the returning visits that individual posts attract. These metrics help you create evergreen content, which will keep visitors coming back.
- What about the social media engagement? Since you’re promoting your content across different channels, it’s important to find out what the most effective ones are. Data gives you that information. If you’re spending time and energy promoting content on Tumblr but you’re not getting any engagement from that audience, why would you even bother?
Dig into the social insights! What type of content engages your audience on various social media? You will realize that the things that work for Instagram don’t work on Twitter, and vice versa. This will help you define the tone and approach for each social media platform you try to rule.
- Conversions are practically the most important type of engagement you need. That’s why you have to map the buyer’s journey and figure out what type of content pushes them through the funnel. Measure the click-through rates on different pieces of content and calls to action to identify the most effective approach. From there on, you can start crafting a more successful content marketing campaign.
3. Where Does Your Traffic Come From?
In other words, how effective is your link building strategy?
Guest posting is an important aspect of content marketing. It lets you attract the audience of another website with high-quality content. You insert a link in the text or the bio, and the people who are attracted by that content will come your way.
The question is: how many of those blog posts actually work? Are you getting real traffic or are they a waste of time? You’ll notice that the guest posts on some websites are more effective than others. When you measure the performance of this content, it will be easy to develop a guest blogging campaign that truly works.
If, for example, you’ll notice that guest blogging works better than blogging at your own website, you can tell the writers you hire to focus on that aspect of the campaign. You can hire a writing service with experience in guest posting, and you’ll use that data to get better ROI.
4. Analyze the Data on Unique Clicks
One of the biggest mistakes a content marketer can make is to focus on maintaining the loyal audience with advanced posts, while forgetting the fact that new visitors are also necessary. They justify that priority with explanations like “I’d rather have 25 unique visits with 15 visitors becoming engaged than 2000 unique visits with no conversions.”
Yes; it’s easy to choose between those two extremes. You’ll pick the conversions, right? However, when you use data to see what kind of content attracts and converts unique visitors, there’s no point in ignoring unique visitors as an important metric.
To attract such visits, publish evergreen content and guides for beginners now and then. Make the content easy to read and use less of that slang. Most important of all, advertise the content and use the full potential of social media. Where’s data in that process? Well, all those actions give you data. Analyze it. Figure out what makes your content marketing strategy work and head in that direction.
A solid content marketing campaign must be based on data. You don’t just pick your topics and write random articles, thinking that would lead to crazy success of your online project. No. You measure. You analyze. You use those insights to deliver what the audience wants. That’s the road to success.