Data analysis can help you make better content marketing decisions. It will ensure that your content appeals to your target audience and inspires them.
Continue reading to find out how to use data from different sources to improve your content marketing strategy and increase conversions.
How can data help you improve your content marketing strategy
Although more content teams are using data to inform their content marketing strategies HTML1, only 10% of organizations believe their teams have the necessary skill set to extract value from data.
Your content team must be able to interpret and use data to support the content strategy in order to truly benefit from data-driven insights. Understanding the data that can be used to improve your content is an important part of this process.
Data helps your content team understand the performance of your content.
63% of organizations create key performance indicators (KPIs) in order to measure their content marketing performance. However, 25% of marketers say that it is difficult to prove the effectiveness of their marketing material.
Data analysis allows content teams to understand the performance of content overall and identify the most successful types of content.
This information can be used to inform your future campaign strategies. This data analysis allows companies like SonderCare to grow from 7,000 to 75,000 visits each month.
Data can also help you identify content campaigns that have the highest ROI (return on investment). A campaign can be very effective but it is not efficient if it costs a lot.
61% of organizations claim that they are currently measuring content marketing ROI. But 44% don’t think they are very good at it.
You’ll be able to gain more insight into the cost-effectiveness of your content strategies by having better control over your data.
However, that’s not all data can do.
Different data types allow you to gain different insights into how to build your campaigns to appeal to your audience better and address their needs.
You can use data to understand your target audience and find out what your buyer personas like. This will allow you to create more relevant campaigns that appeal to your buyers, increasing conversions.
However, data collection means complying with data privacy regulations. However, less than five organizations claim they are well-prepared for new data privacy legislation.
Don’t be caught unprepared. So you don’t have to worry about data breaches, prepare your edge computing or on-premise data solutions.
9 Tips to use data analysis to improve your content marketing strategy
Data analysis can be used in many ways to help you create content that is more engaging and high-quality for your audience.
1. Plan content with social listening data
31% of content marketers claim that it is difficult to come up with new content ideas.
Instead of scraping the bottom, why not listen to your audience instead?
51% of marketers use social listening in order to identify major trends in their industry and gain insight into their target market.
Social listening can be used to monitor keywords and industry buzzwords, as well as keyhole or Sprout Social tools, to find the conversations your audience is having on these topics.
It is a great way to find content that is relevant to real-time discussions.
Take, for instance, the TUI travel brand.
TUI uses social listening to understand its audience’s thoughts and feelings in order to create better content.
Naomi Bressan is the Social Community Manager at TUI UK and Ireland. She said that ” We are always digging into what people say about our brand to understand key themes, sentiments which will inform parts of our content.”
In just six months, this technique led to 7.1 Million content engagements
2. Strategize SEO content with keyword data
75% of marketers claim they want more visitors to their site. Although 80% of content marketers write blog posts, optimizing these articles for search engines is essential for capturing more traffic to their website.
According to 75% of content marketing professionals, search engine optimization is the best content strategy to increase traffic.
Organic search is 89% of marketers’ preferred content distribution channel. Your SEO must be top-notch to capture this organic traffic.
This is how you can rank at the top of Google’s search results. 50% of clicks are directed to the first-place search result.
This is possible by searching for relevant keywords that not only get a lot of traffic but are also easy to rank high for.
Remember 90% of keywords don’t get more than 10 monthly searches, These terms are not likely to bring in much traffic so it is best to avoid them.
However, only 0.16% account for more than 60% of all searches. These terms can bring more traffic but you will be competing against many other websites for the top spot on Google for these terms.
Keyword data can help you identify the most relevant keywords for your blog campaigns. This will allow you to get your articles to rank high on search engine result pages (SERPs). This will ensure that your articles are able to generate significant traffic.
This data can be provided by keyword research tools such as Ubersuggest or SEMRush.
You should look for terms with high monthly search volumes (more than 100 per month) as well as low SEO difficulties. These terms should be targeted in your blogs for SEO.
3. Monitor Google Analytics to build a buyer audience
You are more likely to sell your products or services to multiple buyer types. More than 50% of marketers create content to appeal to four or more buyer types.
88% of content marketers use Google Analytics to understand buyer personas.
Monitoring website analytics can help you to understand your buyer personas’ content preferences. You can use the most visited pages to generate future content.
Google Analytics can be used to identify which products are the most popular and which behaviors result in the highest conversions.
It is also possible to learn more about your audience. You can also look at the demographics of your visitors to find out if they have ever been to your site before, their origin, and what device they use.
These knowledge points will help you target the right users at the right places and better target paid advertising campaigns.
4. Refine your social media content using social analytics data
You must first ensure that the content you are distributing is appropriate for the social media platforms. High-performing brands provide customers with an omnichannel experience. It’s about knowing which experiences you should offer on which platforms.
A quarter of marketers struggle to decide which platforms are best for distributing content.
43% of content marketers claim they have difficulty creating content that resonates well with their target audience.
You can strategize the best content types for each channel by looking at your social analytics data. Find the content that is most engaging on each platform.
You might find that your audience is most engaged on Instagram by using polls in your Stories. On Facebook, however, it is possible to find that your customers share your videos the most.
This data can be used to redefine what content you publish on each platform.
Timing is also important.
You need to know how your audience interacts with your content across each platform in order to post when they are watching.
5. Use chatbot data to address common queries
One in five brands used a chatbot last year to improve customer service.
Chatbots can be a great way of improving customer service. They learn more than 90% of visitor queries in five months.
This is a great thing about chatbots. They can identify the main customer concerns that are repeated. You can learn which questions customers are most likely to ask about chatbots and what content they direct them towards by looking into chatbot data.
This information will help you to plan the educational content that you need to produce to help your customers get more value from your products. This information will allow you to create infographics, videos and educational articles that answer customer questions.
Surprisingly, 65% of brands do not have a self-service knowledge base that can be searched to answer customer questions. This is despite the fact that 45% of content marketers believe that educational content is the best content strategy.
If you don’t have content strategies in place to educate your audience and answer their questions, it’s time to dig into your chatbot data to discover what they’re asking.
6. Improve lead quality based on purchasing data
79% of companies say their top content marketing priority should be to generate more quality leads. However, 51% complain that marketers struggle to create quality content to generate leads.
To help you, use the purchasing data that you have gleaned from your sales track tools.
Customers will need to provide personal information when they purchase products from your website. This is your chance to learn more about your customers.
To better understand the types of customers who buy which products, you can ask about their occupations, interests, and locations.
This allows you to promote the right products and services to the appropriate target audience.
It is possible to see which products customers purchase together. This allows you to make recommendations and upsell additional products at the cart level.
Also read: Top 15 Sales Prospecting Tools
7. Email engagement rates can be used to personalize content
53% of marketers believe that personalization is their top priority. This is because 63% of consumers expect personalization to be part of their standard service.
Content marketers can gain a better understanding of email engagement rates to get a deeper view of which types of email content triggers each audience segment.
Email marketers can monitor open rates, click-through rates, and conversion rates to better understand how to tailor future content to each segment in order to encourage positive actions.
8. Optimize your website content using A/B testing data
Your website’s content can have a significant impact on conversion rates. It’s not only what you write but how you present it.
A/B testing is one of the fastest ways to determine how to increase conversions using the website content. You can test two versions of your website content to get an idea of which version leads to more conversions.
It can be daunting to design a content strategy, especially if it is your first time. Data can help you decide where to start, and which paths to take as you make your way.
Data analysis will help you understand your target audience. It’ll also show you what content they like, how they react to it, and when they take positive action.