How Data Insights Can Lead Your B2B Content Marketing Strategy

Let Data Insights Lead Your Content Marketing Strategy

Let Data Insights Lead Your Content Marketing Strategy There’s little doubt among seasoned B2B
content marketers that strategy is the key to success. In fact,
according to the
2019 B2B Content Marketing Report
produced by Content Marketing
Institute (CMI) and MarketingProfs, the most successful content
marketers (65%) are far more likely to have a documented strategy
than their less successful peers (14%). The kicker? That same
report revealed that just 27% of B2B marketers say their
content marketing efforts are very or extremely successful in
achieving their organization’s desired results. The next largest
chunk, 51%, say their content marketing is only “moderately
effective.” What’s causing the disconnect? The report points to
content marketing maturity: The more sophisticated your content
marketing efforts become, the more success you’re likely to have.
From our perspective, one of the key things that’s holding
marketers back from evolving and growing their level of
sophistication is likely in the data—both figuratively and
literally. Every marketer has access to data, but many are often
overwhelmed by it all and struggle to uncover meaningful insights
to act on. Not too long ago,
Forrester
reported that companies only use 12% of the data they
have at their disposal. Imagine what opportunities you could find
hiding in that 82%. Furthermore, only
49% of marketers
say they use data to enhance the customer
experience. So, we say that in order for you to level up your

content marketing strategy
, you need to let data and
your analysis of said data lead the way. Here are our suggestions
on how you can walk the talk and turn your
data-informed content
dreams into a reality. #1 – Data-Informed
Benchmarks and Goals Simply put, there can be no strategy if
there’s no end goal. Your objectives are the foundation of your
strategy, guiding your decisions and tactical mix so you can drive
results. via GIPHY
Your goals might be to increase organic traffic, audience
engagement, or website conversions. However, to achieve success,
these goals need to be measurable. And that’s where data and the
insights you derive from it can help. To set goals that are
reality-based and measurable, analyze your current performance for
each of the goals you want to set (e.g. MQLs, organic traffic,
etc.). Take a look at the month-over-month and year-over-year
results in each area to determine your current monthly and annual
growth rates to establish a benchmark. Then make sure your goals
and benchmarks are included in your documented
content marketing strategy
. Ultimately, this will allow you to
make more informed, specific goals that are easy to track and,
hopefully, achieve. [bctt tweet=”Without an end-goal, there can be
no strategy. @annieleuman #ContentMarketingStrategy”
username=”toprank”] #2 – Data-Informed Audience and Buyer Personas
The success of your content marketing efforts hinges on your
ability to empathize and connect with your target audiences. To do
that, the content you create needs to resonate. It needs to help
your audience solve their problems or get their questions answered.
As a result, you absolutely want to use data insights to develop a
more holistic picture of your target buyers—their interests,
problems, behaviors, and preferences. Taking the time to do this
can help you ensure your strategy is built on data, not gut feel or
assumptions. Get started on defining your target audience(s) by
reviewing your company’s website and social analytics with
metrics like demographics, interests, age, industry, and behavior.
In addition, leverage search analytics. Buyers have questions
they’re searching for every day—and you have the
opportunity to be the best answer
. Lastly, ask your sales team
for insight into the prospects and customers they talk to every day
so you can more clearly define who your content needs to reach,
what motivates them, where they’re active, what you hope to solve
for them, and more. This qualitative data will complement the
quantitative numbers you’ll find in Google Analytics
(GA) and other data sources. #3 – Data-Informed Content Mapping The
same CMI and MarketingProfs report revealed that 81% of B2B
marketers believe the top benefit of a content strategy is that it
makes it easier to determine which types of content to develop.
Regardless of where buyers are in the funnel, a successful content
strategy is able to provide a roadmap for content that will help
move them through the funnel. And data can help you expertly map
those pieces of content to the buyer journey. How should you get
started? Take a look at your current content performance in GA and
on your social networks. What’s resonating with your audience and
what are they ignoring? Which pages and blog posts are converting?
What is it about them that converts? Are they videos or blog posts?
Diving deep into your current content results and how they help
move people through each stage of the buyer journey will help you
determine which types of content are the most successful at each
stage. This process will also reveal the topics that are most
important as well. Together, this provides a clear content journey
to include in your strategy. In addition, data from your site’s
in-site search engine can help reveal additional gaps and content
opportunities. If your audience isn’t able to find what they’re
looking for on your site, they’re going to try and search for it.
And the in-site search report in GA reveals the topics they can’t
find or questions they need answered. [bctt tweet=”Regardless of
where buyers are in the funnel, a successful #contentstrategy is
able to provide a roadmap to help them on their journey. –
@annieleuman” username=”toprank”] #4 – Data-Informed Content
Amplification You know your goals. You know your audience. You know
what to content topics and types resonates. But how are people
going to find your message? You need to promote your content where
your audience will see and engage with it. And data can help you
determine where. Take advantage of the acquisition reports in GA to
see where your audience discovers your content. For example, if
social is a big traffic driver for your site, you should include a
social amplification plan in your strategy. Plus, you can build out
this plan even further by analyzing which social networks bring in
the biggest audience. Armed with this information, you can form a
content marketing strategy that not only has the right audience and
the right message, but also the right channels. Read:

How to Get More Eyes on Your Blog Content
#5 –
Data-Informed Optimization Your content strategy provides a roadmap
for success, but as needs change, you may need to take a detour
occasionally. As you execute your strategy, you may see shifts in
audience behavior or content performance that require you to make
adjustments to your approach. And that’s a good thing. You’re
adapting and evolving your strategy to meet the needs of your
audience. But without routine data analysis, those moves are almost
impossible to make. So test your content ideas. Measure their
performance. Optimize based on the initial results. And repeat. A/B
testing tools like Google
Optimize
or Optimizely can help you make
those important tests and monitor their results. Depending on what
the data reveals went well and what failed, you can apply it to
both your past and future content. Where Will the Data Insights
Lead Your Content Marketing Strategy? Regardless of your content
marketing maturity, data insights hold incredible power for
unlocking opportunity and building a more successful content
strategy. Remember, the analysis piece has to happen in order to
turn raw data into actionable insights. If you’re in the process
of forming your content marketing strategy for 2019, let those
insights lead your goals and benchmarks, target audiences, content
mapping, and amplification plan. And keep reviewing your data on an
ongoing basis to ensure your strategy evolves along with your
audience’s needs. Want some more help building your content
strategy and want more data to back it up? SEO insights can help.
Discover six

SEO data insights
that can help you form
your content strategy.

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How Data Insights Can Lead Your B2B Content Marketing Strategy

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Source: FS – Marketing 3
How Data Insights Can Lead Your B2B Content Marketing Strategy