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October 21, 2022

The Role of Data in Content Marketing

When it comes to content marketing, data is equivalent to gold. After all, content is only as good as the data that supports it. 

Around 94% of companies believe that data is essential to their growth. However, 63% of the employees struggle to accurately process data to create a workable framework and strategy. This makes it clear that data is essential for the success of any company, and content marketing is no different.

The Transforming Role of Data in Content Marketing

Data has always been important for content marketing, but its role has gradually transformed over the years.

In the earlier days, data was used primarily for target audience segmentation and understanding consumer behavior. However, with the advent of big data and data analytics, it’s being used for much more. For example, it is now possible to use data to create personalized content, understand the impact of different content pieces, and track conversions.

This transformation can be attributed to the change in the way data is collected and processed. In the past, data was collected manually, which was both time-consuming and error-prone. Today, various tools and technologies now make it possible to collect data with automated processes. In addition, data processing has become much faster and easier with the help of various data mining and analysis tools.

Five Types of Data Insights Relevant to Content Marketers

1. Industry Trend Predictions

Data is used to identify trends in different industry verticals. It is helpful for marketers as they can produce content relevant to the current culture. They can also create content that anticipates future trends and positions their brand ahead of the competition.

2. Engagement By Media Type

It’s essential to track how different types of content perform to understand what engages the audience the most. Then, this data can be used to produce more of the same or similar content that is likely will be a success.

3. On-Site Behavior and Customer UX

Data collected from on-site behavior and customer experience can be used to improve the overall user experience. This, in turn, leads to more engagement and better conversion rates. Moreover, this data creates better customer personas.

4. Data, Content and User Profiles Content Segmentation

Marketers can use data to segment their content according to different criteria such as demographics, interests, etc. This segmentation helps to create more targeted and personalized messaging. It can also be used to understand which content pieces resonate well with different segments of the audience.

5. Content Performance Data Across Search Engines

Marketers can use this data to understand how different content pieces perform across search engines. Additionally, this data is handy to optimize the content for better performance. You can use it to identify any search engine-specific issues that might hamper the performance of the content, like double links or keyword stuffing.

Benefits of Building a Data-Driven Content Marketing Model

There are several benefits of using data to drive content marketing. Some of the most important ones are:

Wrapping Up!

Data is playing an increasingly important role in content marketing. By using data, marketers can create better quality content, target the right audience, and track the performance of their content. Additionally, data-driven content marketing is more efficient and productive than the traditional approach. 

It simply makes sense. The more knowledge you have about who you are marketing to, the easier it is to market to them!


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