Using Data Analytics to Improve Your Content Marketing Strategy
Data analytics helps businesses use the data they collect to make the best decisions, optimize processes, refine their marketing strategies, and much more.
In content marketing, data analytics can help businesses know which type of content to create, what platforms to place the content on, and the best time to post this content. Here are additional ways data analytics can help uplift your content marketing efforts.
Use Social Media Data to Refine Social Media Content
Social media remains a potent content marketing option, so businesses should continue creating content for different platforms. Businesses are going beyond this by using data analytics to understand which type of content to create for which social media platform. Producing such insights requires an understanding of data analytics.
Business leaders can prepare themselves and their teams to leverage such data by enrolling them in data analytics training programs. These programs will help them develop the skills required to work with data in content marketing and multiple other aspects of the business.
If you find it challenging to know which type of content to produce for which platform, start by collecting social analytics data from these platforms. Next, distill this data to a point where you understand which types of content have the highest engagement level. Use this knowledge to develop different types of content for each platform analyzed.
Use Purchase Data to Improve Lead Quality
Most businesses use content marketing to generate quality leads, and many say they find it challenging to create content that helps with this. One way of doing this is using purchasing data to help with content creation.
When customers complete a purchase on your website, they typically leave a lot of information. This is the perfect opportunity to find out more about your customers. Use this data to find out which types of customers purchase which products.
Once you have this data, you can create content tailored for and targeted toward your website’s different types of buyers. You can also use purchase data to see the products people buy together. Use this information to create tailored content and to recommend and upsell products when customers are on your web store.
Use Emails to Personalize Content
Personalization has become so ubiquitous that many people expect it when engaging with marketing material or content. By better understanding what types of content make subscribers click on calls to action, businesses can tailor their email content to provide this type of content and improve these metrics.
Businesses can also use email engagement rates to know what content to create on their website. They can do this by checking which emails have better engagement or asking their subscribers what they want to read.
Use A/B Testing Data to Improve Website Content
How you present content on your website is just as important as the content itself. One of the best ways to see what drives conversions is to use A/B testing and then the data from those tests to see which content to leave up and push to your audiences.
Content marketing is an intricate part of digital marketing that requires a lot of care to get right. Fortunately, numerous tools help marketers ensure the success of their content marketing campaigns. One of the most important ones is data analytics.