a successful and viable online brand is almost impossible without proper
content marketing. Content marketing not only allows you to build up customer’s
trust but also helps to foster direct consumer interaction on digital media. A
proof of this is the statistics that show that about 86% of B2C marketers
believe content marketing is crucial and integral to their operations. However,
it has also been shown that:
5% of marketers rate their total content marketing approach as extremely
consider it content marketing as very successful.
believe there content marketing to be moderately successful.
the statistics above, it can be inferred that only a small fraction of the
total content marketing leads to conversions. One way of improving and making
your content marketing more successful is by making use of fresh and reliable
data. Content marketing that is data-driven is more efficient, as it helps to
save time, reduce cost, and effort by delivering the right content to the right
audience at the right time. Below are some of the ways of creating a
data-driven content marketing strategy to increase your conversions:
your target: It’s important to know your target audience or your potential
customers. You have to learn as much as possible amount, with a focus on what
they want to read, and how you can help solve their problems. You must
understand their habits, preferences, and needs. This usually involves collecting different sets of
data along with careful analysis. Some of the tools that you may make use of
include Google Analytics, or other tools such as Moz Pro, Kissmetrics, to know
about customer demographics like the age, gender, location, income, their pain
points, emotional triggers, monthly spending pattern, the type of information
they like and so on. Having this data would help you build a data-driven buyer
persona. In addition, it’d help you understand the type of content your target
audience likes and shares, the communication channels they prefer, and their
buying habits and cycles. The information you’ve gathered would be the basis of
deep with data analysis: After gathering the necessary information, including
the things they like, gender, age and so on. The next thing to do is to dive
deep into gathering and to analyze data that are related to your website. This
should also include existing content on the web, keywords and your competitors.
Below are some of the ways of going about this:
analysis: You should carry out a detailed SEO analysis of your website making
use of your favorite tool. You’d have to browse through your site and blog to
find which content topics and types are popular among your target audience. As
an illustration, some members of your target audience may prefer listening to
podcasts, while others might like to read blog posts.
analysis: This involves finding topics that trend, and also content types in
your niche across the web. This may include social media and online platforms
and so on. You should familiarize yourself with the social media platform where
your target audience hangs out. Analyzing the most popular content to know why
it has the popularity it has, and look for ways it can help you create the
content ideas that your audience may like.
analysis: This has to with collecting as much data as you can about trending
keywords. It’d help you come up with relevant and trending topics by building a
data-driven keyword strategy. As an example, there are some tools that show the
trending topics for a core keyword. They also show the resulting long-tail
keywords and information about the content’s performance.
analysis: The competitor analysis involves browsing through your competitor’s
websites and social media profiles in search of what the content strategy might
look like. You should gather information on their most popular topics,
communication style, content formats, and the level of engagement. The data you
gather can be used to make your content strategy more effective. However, you
should try not to copy competitors at all cost, as this can have some legal
repercussions. In addition, your target audience may not appreciate that you’re
copying the strategy of someone else.
the right content: You have to create content based on the data you’ve
gathered. As an illustration, if the data you gathered shows that your target
audience prefers podcasts, then your content has to be in a podcast. You can’t
do what you like, but you must do what your target audience likes. In addition,
you may also create precise and informative content, most especially after
investing so much time and effort into gathering data. You should remember the
use of a unique title for your content.
should cover the topic in as much as detail as possible.
should provide value to consumers.
should be consistent about the right tone of your voice.
up your content delivery network: Studies have shown that knowing the right
time to publish your content may be as important as creating high-quality
content. In simple terms, timing is as important as quality. You should make
use of the data on when, where and the length of time your target stays online.
According to a survey, which involved Facebook, Twitter, it was revealed that
there is a high engagement rate at 9 a.m., while the high engagement rate is at
5 p.m for Instagram. The data may be very, as it depends on your niche, types
of content, your marketing goals, and target audience.
your content performance: It’s important to measure you’re the performance of
your content regularly. This is to ensure your strategy is effective. Below are
some of the ways of doing this:
can monitor the user behavior to see if there are any changes in the amount of
time spent when consuming the content. Some of the things to pay attention to
include the bounce rate, amount of new and repeat visitors to your blog.
should monitor the level of engagement. This includes the reach of your post,
the shares, likes, and so on.
1. (2019). 10 Characteristics of a High-Quality Blog Post by @theshelleywalsh –
SEO tool station. Retrieved from https://seotoolscity.com/2019/04/03/10-characteristics-of-a-high-quality-blog-post-by-theshelleywalsh/
Characteristics of a High-Quality Blog Post. (2019). Retrieved from