4 ways to develop a data-driven content online marketing strategy

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
9 min read

Data isn’t the only real property of a data analyst; content marketers ought to be using it to create a solid, results-focused content strategy geared to buyer personas

When we say the term “data”, it might seem it’s a lot of information used only by technical marketers.

CROs, SEOs, and email analysts are no stranger to an Excel sheet, but think about content marketers – individuals who use the energy of words, rather than math?

Content marketers – including strategists, editors as well as your team of writers – ought to be using data to operate a vehicle your online marketing strategy forwards this season.

Why? Because content is how exactly we connect to our audience and convince them to perform our marketing goals. Conversions will be challenging if we’re not creating content that’s backed (with data) to prove what you’re creating works for them.

In this post, we’re diving deep into data analysis for content marketers, enabling you to create a future-proof strategy that isn’t a complete time (or fun) suck.

1. Understand your buyer personas

We all know the significance of using buyer personas in virtually any advertising campaign.

You’ll have to develop a customer profile for each target customer you have, which include:

  • Their demographics – including age, gender and location
  • Their job title
  • Their personality traits – do they will have a feeling of humour or would rather keep it professional?
  • What information they’re looking for
  • Their pain points

Here’s an excellent exemplory case of a buyer persona created by Virgin Atlantic:

virgin atlantic buyer persona example

They’ve even gone so far as including a graphic of what their buyer persona might appear to be, in line with the other information contained in the document.

Data-driven buyer personas

So, you’ve drafted-up a listing of profiles, such as names, ages, and interests. What goes on next?

Well, nothing at this stage. If you’ve followed the step above to a T, your buyer personas may not be accurate, making them pointless for referencing in your articles.

We need data behind buyer personas to prove they’re true-to-life.

Failure to take action may lead to an enormous waste of time, money and resources.

You’ll develop a little bit of content for a persona you’ve guessed. But if that persona isn’t accurate, it’s not likely to drive any results… Never mind a higher ROI from your own content marketing strategy.

Google Analytics

To begin creating a data-driven buyer persona, head to your Google Analytics account and analyse where in fact the majority of these potential customers are via.

Click the Audience tab, accompanied by Overview.

google analytics

Toward the finish of the page, you’ll be shown a synopsis of individuals visiting your website. It is possible to click-through to each sub-section utilizing the navigation menu, and commence for more information about who’s visiting your business’ site.

Customer data

It’s also smart to refer to your customer data when building data-driven buyer personas. These folks have previously converted, so it’ll offer you a precise picture of the qualities you’re searching for in new people visiting your website.

Export all customer and buy details from your own sales CRM, and discover whether you can find any common denominators.

Are 90% of one’s customers female, and three quarters reside in the united kingdom? Don’t forget to add these details in your finalized persona.

Sales team feedback

What better solution to find out more about your visitors than talking with people who speak to them directly?

Arrange a gathering with your sales force to create buyer personas. Inquire further how they’ll predict the probability of a lead converting, and for feedback on the rough drafts, you’ve already begun to focus on.

It’s been discovered that buyers are 48% more prone to consider solution providers that personalize their marketing to address their specific business issues.

If it is possible to identify their issues, are the information in your buyer persona and create personalized content for every, you’ll soon visit a surge in results-driven from your own data-backed content marketing campaigns.

2. Survey your complete audience

Surveys certainly are a fantastic solution to make sure your content online marketing strategy is data-driven and designed for a particular audience. That’s as you will get direct feedback from previous customers, enabling you to tweak and enhance the purchasing journey for new, similar leads.

In addition, surveys allow brands to go to the source and tailor the info they get from their campaign by optimizing their usage of questions.

That’s bound to create fantastic data – plus some serious inspiration for the content strategy, too!

Luckily for you personally, surveys could be made up of limited resources. Simply decide on a survey tool like Survey Monkey, Google Forms or Typeform, and have questions like:

1. What’s the largest struggle in your role?

The answers to the question depends on the respondent’s job title, nevertheless, you should discover that specific departments have a problem with the same thing. We’ll make reference to these as “Pain Points” – things your audience need help with, by means of content.

Blog posts, whitepapers, and videos prove your business’ knowledge in your niche and set up a reputation.

You can optimize your articles strategy by creating content that answers these Pain Points. With time, this can build rely upon your audience – the most influential element in buying decisions.

2. Which kind of content can you enjoy?

As section of your survey, ask customers to choose which content formats they build relationships the most. Add a checkbox for:

  • Blog posts
  • Infographics
  • Interactive content
  • Podcasts
  • Video

This data by ScribbleLive provides great summary of what content formats sit well with each age range:

content format by age

But if your survey data reveals your visitors aren’t a fan of podcasting, don’t get this to a focal section of your content online marketing strategy. They’ve directly told you they’re not likely to build relationships it, so don’t waste your time and effort!

3. How many other blogs can you read in this industry, and just why can you like them?

Ever wish your competition didn’t exist so you might take full control of one’s industry? That’s never likely to happen, but benefit from it.

Competitor analysis can always educate you on something – particularly if the feedback is from the third-party source (such as a general person in the general public).

In your survey, ask customers to list other blogs they read in your industry, and just why.

Does your competitor concentrate on long, actionable content? Or do they share short, snappy videos on the YouTube channel?

Collecting these details enables you to understand which competitors are smashing their content strategy, and obtain in the mind of future customers you’re attempting to make an impression on.

Talk about catering with their needs and wants!

How much survey data do you want?

The more data it is possible to collect from your own customer surveys, the higher. We’ll need tonnes of data to include flesh to your buyer personas, so ensure that your survey link is roofed:

But, driving traffic to your survey page can still bring about low response rates (as little as 10-15%):

survey response rate stats

You can maximize the quantity of data by offering a motivation for folks to participate.

People value their time. They’re unlikely to accomplish your organization a favour and react to the survey without knowing they’ll get something in exchange.

This research found that pre-paid incentives (such as for example cash bonuses) led to a 3x upsurge in response rates:

survey incentive stats

3. Personally interview your top customers

We all understand that personalization is really a surefire solution to enhance the success rates of one’s campaign.

Studies prove that customers prefer buying from retailers that know their name and buy history, but it’s not only as simple as popping a First Name tag into your software when sending a promotional email.

You may take personalization a step further by calling top customers and participating in a one-on-one conversation using them.

Think of it as a far more targeted survey; you’re hand-picking your finest customers and asking them exactly the same questions. The only real difference is you’re taking periods of one’s day to react to them. It becomes a two-way conversation, instead of one.

This personalized approach gives marketers an increased potential for collecting high-quality, detailed data from their surveys.

A simple “I love reading blog posts” answer might spur one to ask, “What do you consider makes an excellent post?”. Insurance firms the opportunity to pivot your conversation and explore topics on your own customers’ minds, you’ll be armed with tonnes of ideas when creating a data-driven content technique for your eCommerce site.

To begin, handpick 5-10 of the greatest customer you’ve ever endured. These could possibly be purchasers of high-ticket items, repeat customers or raving fans who follow your brand on social media.

Reach out with a personalized message from your own personal email account (rather than “[email protected]” address), explaining you’re a genuine person behind the screen rather than from the generic email list. Ask for a quarter-hour of their own time, and remember that you’d be thrilled should they took part since they’re a loyal customer.

If they respond with a yes, fantastic! Schedule a call using them and adhere to your time and effort slot. (Nobody likes being linked with the telephone for 3 hours, once the call was only designed to last 20 minutes.)

If customers respond with a no – or don’t reply at all – don’t worry. It is possible to always return to your customer data and work the right path down your list, organized from most to least desired.

4. Find what your ideal customers are searching for

You’ve collected information regarding your current customers. While this can be a fantastic way to analyze conversion paths and optimize those routes to get, it is possible to take data-driven content a step further by investigating the terms your ideal customers are trying to find.

This step is fantastic for businesses who’re seeking to target a fresh band of customers. That’s as you can delve deeper in to the world of a buyer persona without speaking with them directly…. Like getting the spy goggles on.

You can produce data that proves which topics your ideal customers are trying to find by:

Browsing forums utilized by customers

Forums are engaged communities developed by people who have a vested fascination with one topic. They range between analytics to zebras, meaning there’s bound to be an network it is possible to hop directly into find out more about this content your ideal audience wants.

You could focus on sites like Reddit to begin with your investigation, but try to unveil strong-knit, niche-only communities by searching [INDUSTRY + “forum”]. These groups generally have stronger engagement rates and a far more dedicated following.

If your buyer persona includes a job title linked to marketing, these forums may be a good place to begin:

seek out forums

Checking Q&A sites

There may also be sites which exist for the only real reason of answering questions. The most known is Quora, which receives over 200 million unique visitors on a monthly basis (meaning there’s bound to be somebody who fits your ideal persona deploying it!).

Create a Quora account and follow topics where your ideal audience will probably go out to see what they’re looking for.

Take time and energy to sieve through the questions asked on both platforms.

Are there specific topics that folks are fighting you know the solution to? Add this issue to your articles calendar, and share it with the forum participants when published. Because you know it’s an in-demand topic, it’s bound to create more results – from pageviews to conversions.

Think of it because the content equal to supply and demand.

Bonus: Google suggests

If you’ve exhausted all routes of spying on your own ideal customer, there’s still one avenue left to use: The widely-acclaimed inventor of the web, Google.

The internet search engine provides an autosuggest feature. Marketers may use this to see who’s looking for what, providing them with valuable insights to their buyer persona’s online behaviour.

For example, an organization who offer affiliate management services might enter “just how do affiliate marketers” and invite Google to accomplish the task:

google suggests

We can easily see a standard Google search is “just how do online marketers make money”. This may be an excellent topic for the affiliate management company relating to their content online marketing strategy – particularly if their buyer persona includes a pain point of monetizing their personal blog.

Once you’ve collected and analyzed this data, I’ve without doubt your word-loving brain will undoubtedly be itching to place it to good use!

Begin to create a content online marketing strategy predicated on these points, and understand that successful marketing campaigns are designed on a good foundation of audience understanding.

Get this right, and you’ll be onto successful.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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