Meet Audiences Where They’re At: How to Use  Data to Improve Your Content Strategy

Posted by Owen Matson, Ph.D. on March 5
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How to use your marketing data: MarketScale_How_to_Use Marketing_Data .jpg

An essential step in developing effective content marketing is simply a realization that it’s not just about dumping content onto a few channels.  Marketers must change their content marketing processes to reflect an awareness of contextual factors.  As you gather data about your content, improving your strategy involves drawing on information about previous engagement with your organization.

  • Don’t Just Target, Engage. Determine what content you can deliver in a way that engages your target audience, such as the McCormick’s recipes, Nike Plus’s social sharing on health and exercise, and Mini’s consumer dialogues while motoring.
  • Instead of Campaigns, Think Interactions. Effective marketing demands that marketers see the world through customers’ eyes. This requires a transition from campaigns to interactions. Campaigns are for selling. Interactions are for interacting. And interactions are what consumers want from companies.
  • Instead of Customer Segmentation, Use Customer Recognition. Every visitor to your site is different. As a result, they should not be treated in the same way. After a potential customer enters your site, it’s critical to apply everything you know about them to customize their experience. For example, derive added value from their browsing and purchasing histories to determine what actions to take today.
  • Instead of Media Schedules, Seek Customer Moments. Doing content marketing right means reacting in real time to opportunities of potential engagement or sales. The goal is to craft a series of customer moments that drive desired outcomes, and adjust based on new incoming data.
  • Instead of Messages, Share Utility. Consumers today don’t want mere marketing messages. They want useful information. This means delivering vauable content and making it clear what’s in it for them. 
  • Instead of Transactions, Look for Value Exchange. Of course, conversions are the ultimate goal. But the journey can’t be focused solely on this outcome. You need other key performance indicators that deliver a shared value exchange for both your company and your customers.

To learn more about how MarketScale supports the marketing goals of partnering clients, feel free to contact us.

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Topics: Content, Marketing Data, B2B Content, Customer Journey, Content Strategy

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