More and more marketers and business owners are coming to understand the power of content marketing. By generating useful, visible, and compelling content, you’re providing an audience with resources, which in turn, allow them to rely on you as a brand. That trust that you build can turn those potential customers into actual customers. The way that consumers behave online only validates the necessity of content marketing further.
On the other hand, there are several businesses and marketers that have implemented a strategic content marketing campaign with no means of measurement for success. In order to understand if your content marketing campaign is actually working, you will need to use smart data analysis to measure success. In addition to that, receiving and analyzing demographic data, behavior data, acquisition data and outcome data can help you improve your campaign in ways that you wouldn’t have even considered before living the “data-driven life.” Let’s take a look at some large brands who have embraced data analysis for their content marketing campaigns and what decisions came out of that analysis.
Kohl’s has a indoor positioning system that virtually “walks the aisles” with the customers as they enter the store. This is available on mobile and lets shoppers opt in for promotions when they enter a Kohl’s location. While they are in the store, they receive lifestyle content in real-time based on their store positioning and the products in which they are interested.
If a customer is spending additional time in the shoe department and he or she has opted in to receive push notifications from the Kohl’s app, they could send over a Pinterest board of shoes or some outfit ideas that pair Kohl’s clothing with certain shoes they carry. This content marketing strategy is set up to deliver content to customers shopping real-time as a value added, as well as a driver of purchasing to loyal customers.
Now, while the content marketing strategy is brilliant and innovative, it wouldn’t have the fuel to make forward progress without the data collection and analysis. With each app user, Kohl’s can identify the customer’s past purchasing behavior, current shopping (or browsing) behavior, and the actionable content marketing behavior. Essentially, they are using data to create a customer profile of each of their customers who use the app, and it allows them to tweak their marketing strategies aimed at each person to better suit their customers.
While content marketing is essential to connect with your intended audience, a content marketing strategy is absolutely fundamental. Defining the channels on which to create content, as well as testing the type of content disseminated to those channels is something that Arby’s has more than perfected. Research shows that 90 percent of Twitter users who see a TV show-related tweet are likely to immediately watch the show, search for more information or share tweet-based content about the show. With that data in mind, Arby’s uses the connection between Twitter and TV to engage their audience.
After a thorough data analysis, Arby’s marketing executives found that their audience would be watching the 2014 Grammy Awards, as well as engaging in live Twitter activity while the show was happening. With this knowledge, Arby’s was able to insert its brand into the conversation into an organic, creative way with real-time social media content. One of their more popular tweets was targeted toward a certain piece of clothing that may have resembled the Arby’s logo worn by none other than musical sensation, Pharrell Williams.
How Can You Use Data to Optimize Your Content Marketing Campaign?
- Use tools to understand your customers. Use tools available to you to help define your customers in a more narrow way than ever before. If someone asks you who your customers are, and your answer is everyone, you’re doing it wrong. Use demographic data in Analytics, social listening tools like Hootsuite to see what your followers are talking about, and the comment section in your blog to see how your customers are engaging with your content.
- Use your data analysis to drive your content generation. Once you have the data, it’s your responsibility to use it to drive your strategy. Identify topics of interest through the data analysis, and use that information to generate an editorial calendar.
- Continue to build your community around engaged audiences. Find out where your customers are hanging out and get them to rally around a shared interest. Make a connection between your brand and that shared interest, and that association can help you create brand awareness.
- Measure and test all the time. When you create your editorial calendar, determine how you’re going to measure the results for each campaign and what you’re going to do with those findings. Adapt your message to each platform and see what works best. Now is the best time to generate an experimental content marketing plan so you can define what definitively works and what doesn’t down the road.
If you need help generating a content marketing strategy that works for you, contact the superheroes at The Contentinators® by calling us at 866-471-4748.