As market evolves, so do companies, their data and contents. Managers and content creators have learned to stay flexible, reactive and evolve with the times. Content was and is still fundamental and key but must evolve and being aligned with data. When thinking about content creation, people think at creativity but, most of the content marketing is a blend of both creativity and data. The majority of content specialists are deeply immersed in the content creation process and for them could be hard to turn their attention on the data side of things. However, the value of data in content marketing is important. Data can help in guiding your content creation process up front.
Understanding the relation between data and both contents and the SEO language is fundamental. Utilize testing strategies, heat mapping and engagement metrics to evaluate performance in real time, adopt data analyst’s mindset are just few of the actions to implement in order to create valid content. Using data-driven SEO, understanding in that way the area and topics customers are interested in, will help in improve the customer engagement and experience. Data are going to become a bigger part of our professional and personal lives and SEO decision-makers are depending more on what data says about end results. Not most SEO professionals and content creators are data-centric and use data just to determine the success of their efforts and works.
Marketers need to choose key performance indicators for companies’ campaigns that helps in measuring the clients’ engagement and increase business results. Data can help guiding marketers through the creative process itself. A proper data-driven approach to a content strategy can help companies avoid resource wasting. Data can help identifying the target audience, their most interesting and trending topics and channel preferences. You need to understand your audience and the type of content and channels that are appropriated for them. The channels companies use to communicate have a big impact on the format of the content. A data-driven approach will help enterprises to share the right and most relevant- not “hottest” – content to the right target.