Data Marketing and Content: How to Make Both Works in Your Strategy 2021

Data Marketing and Content, without a doubt, is a great ally of content marketing. The use of data can bring much more intelligence to the production of content in order to generate better results for the business. That is why it is time to understand how data marketing and content are related.

Data Marketing and Content
  • In the end, what is Data Marketing?
  • What is the relationship between Data Marketing and content?
  • How does Data Marketing contribute to Content Marketing?
  • How to do data-driven content marketing?
  • What are the main data tools for content marketing?

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Producing digital marketing content without knowing why or for whom is something that only causes a waste of time and money. In times of Big Data, companies have a myriad of market data that they can use to analyze and direct their content strategies.

Data marketing is a data-driven approach, which can also be implemented in content marketing. In this perspective, any strategic decision on planning, production, and promotion of content is made based on the knowledge that data can provide about the market.

In this way, you have more opportunities to produce content that arouses interest and achieves the marketing objectives of the company.

If you also want to have these results with your brand, follow this article now to understand how data-driven marketing can be used to optimize your content marketing.

  • In the end, what is Data Marketing?
  • What is the relationship between Data Marketing and content?
  • How does Data Marketing contribute to Content Marketing?
  • How to do data-driven content marketing?
  • What are the main data tools for content marketing?

 

In the end, what is Data Marketing?

Data Marketing

Data marketing or data-driven marketing is the incorporation of data as the central axis of marketing decision-making. The creation of campaigns, the definition of the target audience, the choice of a new channel, the production of content, all of this is data-driven.

However, the data alone does not reveal anything. A graph can show the average age of your audience, but how can that be used to improve results?

Companies must-have tools and procedures for data collection, processing, and analysis so that human intelligence can transform them into useful information and insights to refine strategies.

These practices became more common with digital marketing. Before, marketing looked for market data to define the audience or the means of a strategy, for example. But I could not find the precision and volume of data that the Internet provides.

Today, it is possible to know all the steps of consumers, your website visitors, and even your competition, in addition to monitoring the performance of all their actions. Thus, the information becomes much richer to serve as a basis for decision-making.

Based on data, marketers have a better chance of achieving their goals, taking risks smarter, and performing better.

Thus, those who know how to use data marketing have a competitive differential in a market that increasingly demands more efficiency and better results.

 

What is the relationship between Data Marketing and content?

Data Marketing and Content

Content marketing is an area of ​​marketing that must adopt a data-driven approach to be more efficient.

This strategy consists of creating relevant content for the audience in order to attract their interest and generate more business from that approach with the brand. Therefore, it is one of the pillars of inbound marketing, that is, attraction marketing.

When content marketing decisions are data-driven, they become better-driven strategies. The data brings information about the behaviors and interests of the audience, the performance of the published content, the strategies of your competition, and many others.

Thus, this information can be used in the evaluation of the results and in the planning of the contents so that they are more relevant to the audience and meet the marketing objectives.

 

How does Data Marketing contribute to Content Marketing?

Data Marketing

Data marketing brings intelligence to content marketing. Instead of acting in the dark, creating content without purpose, you start to draw strategies oriented towards the buyer person and focused on results.

Next, you will better understand how Data Marketing contributes to content strategies.

Get to know the audience

Data helps you better understand the people your brand communicates with within your content marketing strategy.

By knowing who they are, how they live, what they like, what their challenges and motivations are, what problems they need to solve, and other characteristics, you will better understand how your content can be important to them.

With this information, you can describe the buyer persona of your strategy, which summarizes the profile, interests, needs, and behavior of your ideal client and thus better communicate with her.

Plan content guidelines

Data analysis helps to understand what people are looking for on the Internet. It is possible to know the search intentions of users and know what issues you can address in your content to satisfy them.

In this way, the data helps define the content guidelines that you can produce, with more opportunities to attract interest and web traffic.

Also, if you deliver good results that answer users’ doubts, you have a great chance of conquering good organic positions in Google.

Map content channels

The data analysis also shows which are the best channels for the publication and promotion of content, such as blogs, Facebook, Instagram, email, and others.

The person can go through various channels throughout their buying journey. Therefore, it is important to understand which platforms are used in this way and help more to lead the buyer person to the purchase.

That way, you can produce more efficient content for each channel and each stage.

Monitor competition and benchmarks

The data also serves to know what happens around your company. The competitive analysis in content marketing helps map the competition strategies and benchmarks, to know what is working and inspire you to have new ideas for content.

Besides, you can also monitor your position in the market. In an SEO analysis, it is possible to know who competes with your brand in Google results, for example.

Thus, you can analyze the strategies and understand what you must do to conquer your space.

Identify seasonality

One of the most important missions of data analysis is to identify patterns of behavior. Among thousands and thousands of users, you may notice that the interest in a certain topic increases with some seasonality.

Interest in topics related to the Olympic Games, for example, has a clear growth trend every four years.

Therefore, the best time to produce content that generates more results is when those peak moments are approaching.

Identify content that performs better

In data analysis, you can also identify which content performs better, according to the indicators you monitor (reach, time on page, conversions, etc.).

A deeper analysis of that content can show you what topics, approaches, formats, and channels can generate more interest and results.

Optimize the consumer experience

Finally, Data Marketing helps create a better experience for consumers who come into contact with your content. It gives you the ability to address more interesting issues for them, in the channels they prefer to use, with content that solves their doubts and satisfies their needs.

 

How to do data-driven content marketing?

content marketing

Now, let’s get to the practical part: how to use Data Marketing to guide content strategies?

Some professionals may feel that it is enough to use a few tools and view some data to produce data-driven content.

However, data marketing requires you to plan data collection and analysis procedures, always focusing on business objectives.

Now, we are going to see the main tips to structure marketing with a focus on Data Marketing:

Deepen knowledge about the audience

We are past the days when marketing only worked with the demographic profile of the target audience and data on location, age, and gender. And it is not because they are no longer important to draw the profile of the audience, but now it is also necessary to deepen the knowledge about interests, motivations, and behaviors.

Content production must focus on what the public wants or needs to know at that time. Therefore, use the data to find out what people’s doubts and needs are and create posts that help them solve them. In this way, the brand approaches the public, because it shows its usefulness.

In addition, you must also understand, through the data, what motivates people, what are their values ​​, and their moment of life. Thus, the brand can connect with them and create meaningful conversations.

Find out what data to monitor

Working with Big Data requires planning so as not to get lost in the sheer volume of data that exists. When viewing Google Analytics reports, for example, you have so much information available that you may not be able to extract intelligence from there.

Therefore, it is necessary to know how to prioritize the data that you must monitor. And what defines that prioritization is the objectives that must be drawn in marketing planning.

In this way, you can identify what are the KPIs, that is, the key performance indicators, which show if your content is on the path of your objectives.

If content marketing has the objective of increasing brand awareness, for example, data marketing must prioritize reach metrics, positioning in Google results, searches by the brand name in the search engine, among others.

Explore different types of data

To explore the full potential of Data Marketing, it is necessary to use the different types of data that can be collected.

First, look at the primary and secondary data. The primary ones are those that have never been collected, your company is the one that goes to consumers, or other sources, to know who they are and what they think.

This data is valuable to get to know your audience better and answer specific questions about your search. Generally, they are collected through:

  • interviews ;
  • questionnaires;
  • feedbacks ;
  • focus groups ;
  • ethnography or netnography;
  • web analytics tool codes ;
  • heat maps.

On the other hand, secondary data has already been collected by other companies, organizations, or researchers. They can reveal general characteristics of the public or big market trends, for example.

They may be available at:

  • newspaper and magazine reports;
  • reports from research institutes;
  • government publications;
  • studies of professional associations;
  • academic works.

Also, explore quantitative and qualitative data. The quantitative marketing studies, usually conducted with questionnaires, can cover a larger population and reveal patterns of behavior but do not bring answers deep.

On the other hand, qualitative data are obtained with fewer people and do not correspond to the general behavior of the population. But they bring a depth of data that helps to better understand the behavior and motivations of the studied public.

Use data collection and analysis tools

Data Marketing is not done without the help of tools. They are the ones who consolidate the data and transform it into intelligible graphs and reports, which can be used to generate insights and strategic information.

For this reason, Data Marketing also requires planning for the acquisition of tools and software that serve as support for data analysis. Later, you will learn about some of the main tools that can help you.

Follow the GDPR rules

Those who work with data must know the General Data Protection Regulation. This is the main regulatory framework on data protection and privacy in the European Union and defines the treatment rules, as well as the sanctions for those who do not want to comply with them.

GDPR says that users must explicitly consent to the collection of their personal data and that they must be informed clearly and transparently about the purpose of their treatment.

If you want to use them for your content marketing strategies, that is what you must inform users. In addition, they must be able to consult, edit or exclude their personal data at any time they wish.

Companies that use data in their strategies must also define a person responsible for the data area, who responds to the national authority and governance policies that guarantee information security.

Create a data-driven culture

To implement data-driven marketing it is important to first create a data-driven culture in the company. When employees absorb this culture, all decisions are made based on data, rather than assumptions.

This is valid for the entire company, not just for marketing, since the data must circulate between the teams as we will see below.

You must understand that a change in the culture of the company can suffer resistance from the more traditional professionals, who prefer to do things the way they always did.

For this reason, the application of data-driven marketing also requires the work of education and training of the team.

Integrate data and equipment

A data-driven company works with integrated data throughout the organization. If you use data in content marketing, for example, they can also generate insights for the financial area. Just as the sales team can provide you with valuable information for communication strategies.

 

What are the main data tools for content marketing?

content marketing

We have already commented on the importance of having tools to apply Data Marketing in content strategies, right?

Now, discover which are the main platforms that we indicate for this and how they can help you plan and create better content.

Google analytics

Google Analytics is a basic tool for those who work with data. In relation to content marketing, its reports and graphs show, among other information:

  • public profile;
  • channels that generate more traffic;
  • Google keywords that drive more visitors to your website;
  • contents that perform better.

SEMrush

SEMrush is an SEO analysis tool that brings valuable information for content strategies.

On this platform you can:

  • do keyword research to plan content briefs;
  • discover topics that interest your audience;
  • receive content optimization guidance;
  • monitor competition and market references;
  • discover gaps in competitive keywords and content.

Typeform

Typeform is used to create more attractive and responsive research forms. They can be used in the collection of primary, quantitative or qualitative data, to better know your audience or collect feedback on your content, for example.

Hotjar

Hotjar offers different data collection tools to understand how users interact with your website.

The heat maps, for example, monitor the areas of the pages that are displayed or those that made more clicks, which can help you understand what aroused more interest in the content.

Another interesting tool is the instant feedback forms, which appear to the user while browsing the website. Thus, you can give your opinion at the same time about what content seemed to you.

Google Trends reveals search trends on Google. These are issues that are awakening people’s interest and that you can address in your content to attract more interested parties.

Google Data Studio

Google Data Studio is a tool to create dashboards with the data that you need to monitor or present. You can create personalized, interactive, and responsive panels, with different graphic formats, to accompany the KPIs of your content strategy.

Data orientation is a trend that is reaching companies in the midst of digital transformation processes. Adapting your business to the digital age involves exploring the full potential that data offers for strategy and decision making.

Therefore, it is time to integrate that trend into one of the most crucial areas for the success of a business: marketing. After reading about Data Marketing and content, take the opportunity to better understand what business intelligence is and how to generate intelligence for your business in our next article.

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