Content marketing has been a marketing approach where relevant and valuable content is used to entice customers. The better the content, more the customer engagement. But what if the companies are distributing content which is irrelevant to their customer base or targeting the wrong audience? The answer ofcourse is the most cliched word in modern times – data!
To get relevant, creative and engaging content out there to a targeted audience, strategic omni channel content marketing needs to be in place. It is imperative to optimize, analyze and curate content according to the brand image and customer demands. It is also equally important to hear the customer opinion in popular social media platforms, to be able to produce content that engages customers.
Optimizing content starts with analyzing content and the consumers of the content. There are innumerable web analytics tools that analyze web traffic. For example Xiti, Optimizely, Clicky, Google Analytics, Marketo and Hubspot to name a few, that can be used to reveal the content that attracts most influx. However, statistical programming languages like R and python are also widely used by data scientists to conduct advanced analytics. To be able to analyz how the content fairs in social media, data regarding the content outreach has to be organized by analyzing the number of likes, shares and comments. Both Twitter and Facebook provide APIs which can be used to extract valuable data to optimize content. For example, by analyzing the frequently used words associated with a particular brand, the sentiment associated with the brand can be determined. Competitive analysis can be carried out by comparing the sentiments associated with brands. Publishing houses are resorting to data journalism to put together related articles in the form of compelling story-telling. Data regarding the articles that attract most traffic at a given point of time is used by publishing houses to manipulate and push the most popular content in real time. Check how The Guardian uses data to narate associated and popular stories on its datablog.
The importance of using data is very significant in increasing the online traffic, however, nothing beats highly creative and engaging content