Blog Insight

Content Marketing Needs Insight

Know before you go. At a very basic level, content marketing has two equal partners, data and content. And while it takes these two to tango, it’s data (or insight from data) that takes the first step. Before you can make your content relevant, you need to know a few things about your target customer. At GLG, it starts with a chat with the agency client.

It may be the age of big data, but the art and importance of listening to your client hasn’t changed. A full download directly from your client can provide an invaluable foundation from which to build a customer profile.

Tools for audience insight

From there, you can use a number of tools to gain further understanding of your customers’ attributes, values, habits, and behaviors, and how to use the right tone. Email address lists, focus groups, social media analytics, and Google Analytics can help determine audience members’ gender, age, and location as well as their visited sites, favorite and trusted brands, and time spent on a site.

Survey tools from GfK Mediamark Research & Intelligence (GfK MRI) and Ipsos generate customer profiles, while social monitoring tools like Brandwatch provide great insight on gender, keyword trends, geography, and customers’ preferences that reveal what sites and topics matter most to them.

Make the effort ongoing.

Research isn’t just an up-front effort. Measuring the effectiveness of your creative efforts is also critical to the success of your content marketing initiative. Data mining should be ongoing. Use the data to guide and optimize your content. Evaluate your key performance indicators (KPIs) weekly. Click-through rates (CTR), time on site, call to action (CTA) performance, and social engagement rates (Facebook Likes, Shares, or comments, for example) are all KPIs to watch and consider when developing content.

Utilizing audience research for a marketing initiative is nothing new for most marketers. These days, however, digital tools allow us to see the habits of not just the masses, but also the individual customer. With customer data available virtually in real time, you can target more effectively and react quickly to the changing marketplace.