How big data can improve your content strategy

The two leading marketing trends? Big data and content marketing. Combine the two and you’ll have laid the groundwork for a strong strategy.

What if you were to fine-tune your content programme by using data? You’d be able to see which topics are popular, how much text is being read per blog post, which messages are being shared on social media and so on. It’s the equivalent of a singer having a profound insight into why she has just scored her first major hit. Mixing the same ingredients and knowledge into her next single will improve her chances of storming the charts again.

Collect big data on content

Companies use big data to optimise the performance of their online shops and other retail activities. They keep track of what their customers do and buy. They also monitor the correlation between promotions and actual purchases. They can track which shops specific customers visit and what they buy there. The objective? To develop the best conversion strategy.

Why not treat your content in the same way? What do your visitors read and for how long? Which key words draw their attention? What images make them interested in an article? What topics attract new readers? Collect this data, analyse it and learn more about your readership.

Create content that meets the needs of your audience

As soon as you know what your audience wants, you can optimise your content. You can cover the most popular subjects. You can restructure existing copy so that your readers stick with the story longer. From now on, you can construct new content based on the insights gleaned from big data.

Stay creative

While big data may nudge you in a certain direction, it is not the be-all and end-all. We agree with Dun & Bradstreet who, in their blog post on data-driven content marketing, point out the danger of big data, arguing in favour of keeping the human touch. Your story should remain the primary focus and you should remain in charge of your content.

In other words, don’t be afraid to venture outside the boundaries of big data. Creative writing is an excellent way to set yourself apart from the competition. After all, they're also familiar with the ‘measuring is knowing’ principle.

Measure reading behaviour on multiple channels

Measure more than just your own content site. Track every channel that's important to your readers. Get to know the most popular and compare them with each other and with yours. You may find that Facebook prefers a different kind of content than LinkedIn. If so, you can adjust your content strategy accordingly.

Curious to find out what data-driven content marketing can do for you?
Then contact Cypres.

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