An increasingly crowded content marketplace has made it impossible to stand out just by pumping out a lot of content. Understanding of the performance is the key to achieving satisfying key performance indicators (KPIs). This is where the Big Data comes in.
Thanks to all the available data in the world of the internet, the rules of the game have changed. Marketers bring in the data analysts to analyze the performance of the content and decide on their next move. If you want to know how to take advantage of Big Data and improve your content marketing strategies, the following tips will give you all the answers.
Keep Track of Content Performance
Big Data is allowing you to have a much better understanding of the performance of each new piece of content.
You can even track this performance in near real-time!
When you write a new blog post or post a new YouTube video, you’ll automatically know how much engagement they are creating.
Use this to fine-tune and tweak the type of content that you are publishing. No longer do you have to wait for your current marketing campaign to end, now that you have the opportunity to make the changes during the process.
This will also do wonders for your marketing budget since you can cut the cost of completely changing your plan and simply adjust your current content based on the data.
Follow the Trends
Authenticity and originality are essential for having a breakthrough in any marketing venture. However, if you want to attract the attention of a large number of people you need to include some current trends.
For example, according to IBM, there is 80% data growth in images, video, and documents which will improve readers’ satisfaction. Information such as this can help you to shape your content according to the proven statistical data.
Understand Your Target Audience
Following up with the previously mentioned aspect, Big Data can be your main helper when it comes to unlocking who is your target audience and what they want.
First, you can use the data to find out detailed information on readers and consumers who enjoy the type of content you plan to publish. Focus on the demographics and their social and economic situations.
Once you are aware of who your target audience is, the next step is to inquire about what that group of people likes, that is, what type of content appeals to them.
You can even find out what style of writing your target audience enjoys the most. Just keep in mind that you can always use online tools suggested by online paper writing service reviews to do content proofreading and editing quickly and effectively. Another option is to find a reliable content creator using freelancing platforms and review websites.
Understand the target audience’s interests so you’ll be able to shape content that connects to their interests, socioeconomic profile, and other factors. This is how you become an influencer.
Of course, if your business is new or just small, it can be difficult to benefit from big data when you are relying only on what is stored on your servers. To get a better, clearer picture you’ll need to extend your search. Fortunately, there are several free data sources available for you to mine for information that can help you better understand your target audience.
Social media has become an inevitable part of any marketing strategy.
Interesting content that appeals to the audience is more likely to be shared on social media.
Social media awareness hugely aids in strengthening a company’s social media score. Besides, it can also bring attention to external news sources.
You can use Big Data to evaluate social media awareness by following some of metrics such as:
- Number of social media followers
- Social media mentions
- Social media actions
- Social media shares
- Number of influencers
You can also get information and data on the current trends on different types of social media and which type of content attracts the most attention on each platform.
It’s worth spending additional time to conduct social media research in your niche as you’d be able to use your resources more effectively. As a result, the ROI will be much better.
Finally, it’s wise not to ignore the availability of big data when it comes to social media, competitive analysis. While the value of taking an internal look at your own social media successes and failures, it’s important to understand how you stack up to your competitors. Fortunately, there are tools that help you to use big data to measure the social media performance of your competitors. From this, you can better understand what they are doing to create engagement. These include:
- Klear for Social Media Listening and Competitive Research
- Snaplytics to Analyze Your Competitor’s Snapchat Content
- MWP’s Video Marketing Comparison Tool for Comparing Your YouTube Channel with up to 10 Other Channels
- Facebook Insights for Watching the Social Media Engagement on Other’s Facebook Pages
If you are in the online business industry, Big Data can be your secret weapon for converting browsing into buying.
By collecting and using data, you’ll know what type of content is appropriate at different stages and what to include in each piece of content.
It will enable you to find out all sorts of valuable information about the shopping process, such as what types of content they consume or abandon, how long they stay in a certain stage of the journey, how they respond to your calls-to-action, and so on.
Ultimately, a Big Data system will give you a clear overview of the effectiveness of different aspects of your content marketing strategy.
Capture Offline Behavior to Inform Online Content
Brands can now use technology to collect data on customers’ in-store behavior. In fact, Kohl’s does just that. It combines its mobile app with GPS technology to ‘follow’ customers as they navigate the store. Of course, they obtain permission first. As they are in the store, the customer then receives personalized content that is based on the products they seem to be browsing.
Imagine that a customer is browsing through linens and other bedding. Kohl’s might send them content on bedroom decoration ideas, or storage and organizational strategies. The result is that the customer’s experience is improved at a time when they are prime for conversion.
While Kohl’s is certainly not the first company to implement this kind of in-store technology. The way they are using this data is notable. While many other companies use location data to curate special offers and promotions, Kohl’s largely sticks with informative and enriching content.
Data collected in-store can also be used to better segment customers, based on their browsing habits. This can then be used to create better website experiences, curate email marketing content, and make product recommendations.
Some Final Thoughts
When you are running a campaign, an online business, a blog, or a YouTube channel, there is no such thing as having too much data on your hands. It would be a shame not to get the most out of all the available information that the internet is providing.
Big Data creates an opportunity to find insights into new and emerging types of data and content which will help you to make your business more agile and to answer questions that are crucial for a successful content marketing.