Kohl’s; one of the biggest U.S. retail chain, has developed an indoor positioning system. This system aids customers in walking the aisles. This mobile-centric technology enables buyers to opt in for promotions — right from the moment they step into the store. As long as they stay, they keep receiving real-time content about the product that they seem to be searching for.
For instance, if a customer agreed to opt in for receiving updates through the Kohl’s app and they are near home renovation products, the app sends relevant information to convince the buyer in making a purchase. For instance, a catalogue of home decor ideas on a Pinterest board can tempt users to take an action. So, what exactly is Kohl’s doing? They are relying on data-driven content marketing to deliver value. Let’s find how data-driven content marketing works.
What Is Data-Driven Content?
Data-driven content refers to an analytics-based strategy required for content marketing campaigns. The data used for content creation is sourced via buyer personas or a customer profile. The target audience of this data collection is a buyer who is likely to purchase a product/service. Before using data-driven content marketing, you must know what content marketing actually is.
Content marketing is a marketing strategy that creates and circulates consistent, relevant, and valuable content to attract and retain specific audiences for a certain product/service. This content can be in the form of case studies, eBooks, link pages, how-to-guides, product reviews, infographics etc.
How to Measure the ROI of Data-Driven Content Marketing?
Setting up your content strategy is only part of the equation. You also have to track the performance of your data-driven content campaigns.
For this purpose, you can assess your campaign’s goals. This will allow you to select the right key performance indicators (KPIs). Evaluating these parameters reflects your content’s effectiveness. For instance, if the goal of your content marketing campaign is to boost presence on social networks, then your KPIs can be click-through rates, user engagement rates, and number of impressions.
On the other hand, if you are trying to track your content’s success, take a peek at your website traffic. When it comes to content marketing, this is one of the most treasured parameters for measuring success. Moreover, monitor keyword rankings, user dwell time, page bounce rate, and changes in your backlink profile.
A Culture of Data-Driven Ideation
Back in the 2000s, if you inquired a business about how they came up with their content, they would answer: We relied on our guts. At the time, they lacked the contemporary analytics tools.
Today, don’t think about writing content based on your gut; it won’t work. The issue with this strategy is that it is inherently reactive in nature. If you feel that you have got a cool idea, then it’s entirely possible that others are thinking on the same line and may release it before you.
Adopt a data-driven ideation culture to build effective campaigns, which can empower you to remain competitive and meet your true marketing objectives. This is possible because data shows that what is occurring on a certain industry or niche — how customers are responding. Stick to the following tips for best outcomes:
- Track product mentions, company mentions, and conversations.
- Obtain information via feedback loops and study it.
- Monitor performance, content consumption, and social conversations for different audiences.
- Apply data to multiple scenarios, particularly each stage of your sales funnel.
- Go through the topics, formats, and distribution strategies adopted by your competitor.
- Review keywords, traffic sources, and search intelligence.
Today, everything has changed. Content marketers have gained access to data that shows precisely what the relevant topics are. Simply put, data-driven content marketing can help marketers to know what their target audience wants and needs.
By leveraging data, content marketers can generate powerful, valuable insights about their customers as their content will start to achieve the desired outcome on SERPs for each stage of the buying journey. In case you would like to make the most out of data-driven content marketing, reach out to us and share your business details with us.