Substantially increase conversions by using a data-driven content strategy

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When we use data and AI in the right way, it is astonishing what can be achieved. The amount of customer learning that we leveraged over the past few years, in the communications sector, enabled us to serve customers so much better – and off course, to improve conversions, thereby driving shareholder value to the next level.

Getting your online brand to the place where it has an unassailable reputation is simply not doable without effective and qualitative content marketing. With consistent and effective content marketing you will eventually establish a relationship of trust with the consumer. This process also helps with that all-important consumer interaction which is so important when it comes to digital media. Many businesses have made this discovery the hard way and almost 90% of B2C marketers are now fully aware of how essential content marketing. However, it is a matter of something easier said than done. Research now indicates that only one in every 20 marketers say that their content marketing approach has been highly successful. Roughly half of all marketers feel that their content marketing is only moderately successful and needs to be improved. The problem with these results is that it points to the fact that very little of those content marketing efforts result in actual conversions.


Being intimately acquainted with your target audience


There is simply no escaping this issue if you want content marketing to work for you, you need to have as much knowledge about your consumer as possible. Only then will you have any success with your data-driven content marketing process. Some of the critical data is the consumer’s needs, preferences, and habits. All of the collected data have to be carefully analyzed. Make use of analytic tools such as Kissmetrics, Google analytics or Moz Pro because this can provide essential information about things such as emotional triggers, income, gender, consumer interests, job title, and location. With this data in hand, you are ready to create data-driven buyer personas.

Extremely thorough data analysis


No effort should be spared when it comes to data gathering as well as the analyzing of the data. Determine how it is related to your website, the keywords other content on the Internet and how does it compare to the content of your competitors. Other important tasks will be a detailed analysis of SEO use on your website. Frequently go over your website in order to discover which particular topics attract the most attention from your public audience. People are different from each other and some prefer to read content while others prefer to listen to podcasts. It is important to discover the favorite social media platforms which are used by your target audience. Take a very careful look at the content which is found on that social media platform in order to determine why it is so effective. This might allow you to create content which may be more popular with your audience.

Posting the best possible content


All of the data which you have collected should now in enable you to choose the best possible content to use on your website. Your collected data may have indicated that your audience prefer podcasts. In that event, the logical step will be to concentrate on podcasts. It might also be necessary to convert some of your existing content into podcasts. You have come a long way, and you have collected a tremendous amount of data and that information should be used to create informative content which is accurate and meaningful.

Your content delivery network


You will generate a better impact with your audience when you use high-quality content. You should also remember that your timing should be right in order to optimize the impact of that content. Your research should have provided you with information on how your target audience uses social media. Therefore you should know how long, where and when your target audience is online. There is a lot of research information available on social media. For those people using LinkedIn the best time to catch them is between 10 AM and noon. However, those people active on Instagram is mostly accessible at 5 PM. On the other hand, 9 AM has proven to be the best time to engage with your target audience on Facebook and Twitter. There can be some variations depending on your particular kind of content, your marketing goals or your specific target audience. Some things can only be determined through a process of trial and error.

How is your content performing?


In a Data driven world nobody has to make foolish assumptions, since we have the luxury to regularly check the performance of content. You need to know for certain that your current marketing strategy is working as best as possible. You should also remain aware of the fluctuations as far as consumer choices and market trends are concerned. Therefore it is essential to constantly monitor the behavior of your content in order to allow you to quickly notice important facts. There may be changes in the time when the content is perused by your audience. There might also be changes in the number of visitors to your website as well as changes in the bounce rate.


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