Using Data to Influence your Content Strategy

Caid Christiansen• September, 16 2015

“Big Data” is a marketing concept that’s gained a lot of attention over the past five years. Many marketing managers are still trying to develop strategies for using the wealth of data that exists on consumers and market segments in order to maximize their marketing spend.

There’s one area, though, where data can be extremely helpful, but is still largely untapped. Content strategy often resides separate from data initiatives, but the most effective content marketing is starting to weave in compelling data—for several reasons.

Compiling data and proof points is an effective way to create traffic for content marketers. In a corporate environment where justifying expenses with ROI analyses is increasingly important, managers are constantly seeking data and information to support their business cases.

Visually presenting data with infographics is also an increasingly effective way to drive traffic. In several studies, infographics outperfomed all other types of posts—including lists, how to posts, and videos—in the number of shares.

And, because content marketing is getting more prevalent, providing actionable data helps you cut through the clutter and establish credibility and leadership in your field.

So, as you lay out your future content marketing strategy, scour the information sources you have access to and add a layer of data and analytics sharing to your plan.