With the help of data, it’s the end of the guessing game.
As Joe Rospars (Chief Digital Strategist, Obama for America) put it:
Data is about having an understanding of what your relationship is with the people who are most important to you.
The more knowledge you have about your target audiences, the better you will be at creating relevant content that reaches out and resonates with them when they want it. Maybe this is an obvious statement, however, 58% of marketers feel their content does not create enough opportunity for engagement. Any guess to why that is?
Most companies today have not picked up, or do not act on the fact that one of the most intriguing aspects of digital marketing is the “data trail” customers leave on their online journeys. Using data will help you understand their digital body language (the aggregate of all digital activities) – what they are interested in, need and want. It will also tell you when, where and how they want it. Additionally, it will guide you through what topics you should focus on and why.
The use of data will (if you know how to leverage it) give you the insights you need to understand the true context of customer interactions so that you can provide amazing customer experiences through relevant and engaging content. If not, it is just a guessing game, a game that will be impossible to conquer.
Who knows, wins.
It is a capital mistake to theorize before one has data – Arthur Conan Doyel.
In the end, data will make all the difference in how successful you will be in your content marketing.
So my question for you is – what game do you choose?
Read more about data strategy or get in touch and let’s talk!