In this digitally advanced age, content marketing is the ultimate king. It is a long process, and many companies are often skeptical about shifting from the traditional digital marketing strategy.
Content marketing requires consistent planning and effort to reach the right customers and build brand awareness. The only way content marketers can engage and retain customers is by delivering customized data-driven content.
Data-driven content allows marketers to evaluate the demographics, likes, preferences, and online behavior of their potential audience. With such data, facts, and numbers, marketers can make informed decisions or solve customer’s “pain points.” If not, developing your brand’s online presence will certainly be a struggle.
Does Data-Driven Content Marketing Impact Conversions?
Today, over 86% of B2C marketers consider content marketing an integral part of marketing operations. But out of this, only:
- 5% of them find it extremely successful
- 23% of them rate it as successful
- 50% of markets find it moderately beneficial
The stats show that only a small percent results in successful conversions. The disappointing result may be because of low-quality content. Your data-driven marketing content marketing will only become efficient when you deliver the right content to the target audience at the right time.
Here’s what you can do to enhance your data-driven content Ikea marketing strategy for better conversions.
Study your audience
Carefully analyze your target audience – their habits, needs, and preferences. Use Google Analytics to gather customer demographics, such as:
- Spending pattern
- Preferred information
- Pain points
Focus on data analysis
Gather detailed SEO analysis reports related to you and your competitors’ websites, existing content, and high-density keywords. A thorough SEO analysis will help you understand your readers’ choice of content.
The content market is evolving, and so are audiences’ choices. Remember your content should serve a purpose to the readers. Always aim to deliver value with reliable data.
Create a content delivery network
As per a report, Facebook and Twitter have the highest engagement at 9 am, Instagram at 5 pm and LinkedIn at 10 am and noon. Analyze your data carefully to determine where your target audience stays online and for how long. It will undoubtedly help you deliver your content at the right time.
Keep track of content performance
You will need to monitor your content performance closely to make sure your chosen strategies are effective. Use analytics tools to check the bounce rate, website traffic, number of new visitors, engagement level, and the ROI. If everything is positive, your strategy will be successful.
Understanding your audience and maintaining clarity and consistency are essential ingredients of boosting your company’s online presence. Hence, you have to strategically plan the content you are looking to create for your audience. And how would you do that?
Data-Driven Content Calendar for Online Marketing Campaigns
A content editorial calendar is a useful tool to organize your content marketing campaigns for utmost efficiency and performance. It will help you focus and plan out your content accordingly.
The data-driven content calendar formats vary by:
- Size of your team
- The volume of the content
A few types of content calendars are:
Google calendar or any other calendar that you use to plan out your contents for the week, month, or even a quarter.
Use of Google Sheets or Excel Sheet to plan out contents by theme, audience, date, preference, and so on. Users can share this editable document and organize various details using unique features.
Content management tools
Not all companies prefer spreadsheets, especially when you streamline large projects. Tools like Trello and Basecamp help teams manage large content projects with utmost proficiency.
Content marketing platforms
Mintent, Newscred, and the likes are some specially designed platforms that include custom calendars, content filtering, notification, and other additional features to help users manage the complete content lifecycle.
Why Is A Data-Driven Content Calendar Significant?
When there are so many stories around you, finding the right topic to create epic content can be overwhelming. That’s why you need to use a content calendar to track your content journey.
- It gives you an idea of how often you should post to achieve your marketing dissertation idea
- It helps you determine the best delivery network to make consistent posts and reach your targeted audience.
- It helps you understand if you have to work on your existing content or repurpose the old ones.
- It gives you measurable results to analyze the success rate.
Creating A Content Marketing Calendar
Managing your content calendar will become more manageable if you have all the data ready at your disposal. You can chalk out a planner with multiple columns and fill in different information, such as:
Column 1: The right audience: List out your target audience and primary users in as many segments as you like to create sound content for each section
Column 2: Interests & preference: Based on your research reports, fill in the data. Like what content you should create based on their likes. Cite sources wherever necessary.
Column 3: Content-type: The data in this column will depend on the previous column’s data. For instance, if 50% of the audience likes a particular show, you can consider preparing content for that.
Column 4: Content topic: Here, the topics will entirely depend on what your audiences will find useful. Create topics based on the data you’ve collected from research paper writing services and social listening.
Column 5: Delivery channel: For this section, you can include as many columns as you like to deliver your content at the right time based on the media your audiences use. For example, if your audience receives an alert on her phone regarding a sale, it would be the right content at the time. But if the same alert appears on her laptop, it won’t serve the purpose.
A Step-By-Step Guide to Managing A Data-Driven Content Calendar
Step 1: Determine the purpose of your content calendar:
Whenever we plan to do something new, the first thing that pops to mind is ‘why am I doing it?’ Similarly, ask yourself why you need the content. What would you accomplish with it? Streamline your posts, track the dates, or increase engagement.
Step 2: Measure the performance metrics:
Let’s say your target is to boost traffic and gain more conversions. You can use Google Analytics to find all traffic-related information and data for affiliate links. You have to determine a specific metric to analyze your primary target. Next, note the number of average views of each month from Google Analytics. Once you calculate the average number, you will get an idea of your post’s performance.
Step 3: Estimate individual metric:
To determine a post’s performance, you have to calculate how individual posts have contributed to the metric in a specific timeframe. For example, take ten posts and note each post’s page views within 30 days of publishing. Add the posts’ metrics and divide it by the total number of posts for the average post contribution.
Step: 4: Set a goal for your contents:
Without a specific goal, you cannot quite measure your progress. Aim to gain 10X growth every month, meaning you have to increase your metrics by 10% every month. If you have hit 10,000 page views this month, you should aim to score at least 11,000 page views the next – which will be your new month’s growth number.
Step 5: Calculate your monthly posts:
By now, you know your growth number and average post contribution a month. To calculate the number of posts required to reach your goal, divide the new month growth number by the average post contribution. You will get the number of posts needed to accomplish your goal.
Once you know how many posts you have to make every month and how much effort you have to put in to meet your target, you can strategize accordingly.
In this digital age, you need creative strategies to gain optimum benefits from your content marketing or digital marketing campaigns. A well mapped out content calendar can help you organize the entire campaign, resources, and timeframe for optimal productivity. Hence, always keep your calendar organized to ensure you produce ample reliable content for every segment of the audience at the right time. Use relevant data and research reports to upgrade your content, address your target audience’s need, and boost your conversions to the next level.
James Miller is a Digital Marketing professional and works at a reputed IT firm in Australia. James is also available at MyAssignmenthelp.com as a subject matter expert, where he assists students with assignments and essay help them overcome academic challenges. James loves to cook, paint, and play basketball with his niece and nephew when not working.