You’ve heard it before: data is the next big thing in advertising. Data is used to personalize messaging based upon targeted tracking of people’s likes, dislikes, and engagements online. More and more people are foregoing traditional methods of accessing websites on their computers and laptops, and instead are using their mobile devices. Data tracks this shift and where you go on your phone.
So, what does that mean for content marketing? A lot, actually. Consider these reasons to include data in your strategy for building and dispersing content:
- The effectiveness of conventional advertising is diminishing, and social media is driving the increase in content marketing.
- Data journalism is one of the hottest trends in the world of traditional media, but is largely missed by content publishers.
- Social channels, such as Twitter and Facebook, favor the spread of fresh data and infographics as they tell concise, compelling stories in a visually appealing manner.
- Infographics are the type of content that’s most likely to be shared on social media, so you could be using data visualizations to tell an original story, driven by original data, instead of continuing with the current trend of graphics that are basically pretty blog posts.
- Today’s enterprises have access to more data than ever before, which can be used to grow your content marketing strategy and developed more targeted messaging.
- Original content can be produced by opening the treasure chest of data and offering some of that wealth back to customers and the public.
- Sharing fresh, accurate, relevant numbers offers content that provides real value to your target audience.
- You can establish your brand as an authority on a topic if you share, curate, and analyze data, especially if it hasn’t been shared before.
- Seeing how other people respond to your metrics when you share them can give you fresh insights into numbers you already know.
- Using data-driven content and sharing it with the public provides transparency to people who are wary about how the data collected is being used by businesses.
Data-driven marketing continues to be an under-used part of the marketer’s toolkit, but it doesn’t have to be if you understand the benefits of using data in your content. You can easily turn quantitative information into quality content to stand out against your competition. Without data, your content will likely continue to remain buried within the hoards of information being published to the Web every day. Learn more about the importance of data in the future of content marketing on the Harvard Business Review website.
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