Hoping that it would go viral when brands devise a content marketing strategy as it is done for the masses. The current scenario demands a more targeted approach rather than shooting in the dark and basing the success of the content marketing strategies on how viral the content has gone.
Businesses hardly pay much heed to who their target audience is and what type of content they are looking for and which content will offer the best results in terms of new customers while creating the content marketing plan.
In the rush of doing more with less, brands create a diverse content marketing plan and hope that it will stick with their target audience as it is not the recommended approach.
To some extent, this approach is inevitable amid the rush of producing more and more content to please search engine bots for improved rankings.
To narrow down their targeting even with the aforementioned rushed approach, we have big data to help the brands in this.
What exactly is big data?
The sheer amount of information which the users are generating every second online as well as offline, is what Big Data is.
Some amount of data is being generated which can be used by brands and businesses to make informed decisions on how users are using their services with each click, swipe, like or share.
As brands are to better target them all this data is giving us a small bit of information on consumer behavior, their likes, their dislikes, etc. brands should be using data at their disposal to target the content more efficiently towards users who really matters rather than wasting resources and puttering randomly created content.
Let us first look at the amount in terms of numbers that will allow you to understand its magnitude before we delve into use case of big data in content marketing.
- In the last two years alone, more than 90% of the data in the world has been created.
- 2.5 quintillion bytes of data every day is being outputted.
- Every minute, the Americans use 2,657,700 GB of internet data.
- Every minute, Wikipedia users published 600 new page edits.
- Every minute according to a 2-17 report, YouTube users watch 4,146,600 videos.
The data scientists use just 12% of the overall data which is being generated and to be used as the valuable information, the rest of 88% of the data is used.
Facebook has the world’s largest database of information with the information of consumers and their likes. So that the brands and the businesses can better plan their campaigns on the social networks it uses this data.
Facebook would allow Ford to just target users who are car enthusiasts, or looking for a car if Ford company wants to launch a campaign for their upcoming car.
Finding the targeted audience
You are more likely to get better results on your content marketing plan if you know who is more likely to read your content or even might be interested in the product/services which you are offering.
Offering with better insights on who to target with your content marketing plan, if you know who is more likely to read your content.
To help you offer better insights on who to target with your content marketing plan you can track and monitor the progress of certain metrics which includes:
- Search for the brand/business on major search engines.
- Followers on social media
- Social media mentions
- Sources of traffic
- Overall visibility
You can analyze the behavior of your target audience what they are speaking about and which type of content will be most effective on them can all be judged by examining this data.
Content marketing plays a larger role in conversion during the purchase cycle of a user as there is no denying on it.
How long a prospective customer stays in the purchase cycle and what is the type of content which will be converting them is what is helped through the big data which deduces and maps this.
When it comes to conversion is delivering value, relevance, and clarity to the users is what the main goal of any content marketing strategy is. Helping the brands to achieve these goals seamlessly, Big Data offers crucial insights.
You have a well-laid plan for conversion as you have found your targeted audience. Retaining the customers is the next goal of your content marketing strategy which revolves around this. you need to analyze big data metrics to achieve this aim and they include:
- Total number of subscribers
- Click through rate
- Average time on the website
- Customer satisfaction as a whole
In up-selling as well as cross-selling, these metrics can also help the brands. From disgruntled customers, big data can readily help you segregate loyal customers. Aimed at issues which are faced by a particular group of customer this way you can push your content marketing strategy.
Big Data helps you make more informed decisions is what the bottom line is. When it comes to content marketing, analyzing the data and performing assertive mining surely brings prominent results.
Content marketing is just fishing in muddy waters, hoping you might catch a fish at the end of the day. Allowing you to see clearly and aim accordingly big data is just the clear mud.