the singapore marketer jan-mar’17
“ How can a brand use data to optimise its content marketing strategy?
10
Data is essential to gain insights on where to improve your content marketing programme. Whether you are looking for leads or e-commerce revenue, you first have to think of what your goals are and be very familiar with the steps in the funnel to reach them. Looking at which content drives which behaviours and at what cost, are the core basics in order to optimise your program. At every point in the funnel, content marketing can be measured, with the right attribution model. Social marketing enables real-time tracking of the performance of content. Also, quality content is a strong catalyst for social sharing and employee advocacy. On one end, create free, shareable content for brand advocates to amplify. On the other, lead generation teams can create in-depth, gated content or follow-on content to increase the likelihood that the prospect can be remarketed.
Data is essential to gain insights on where to improve your content marketing programme. What has been your biggest challenge in driving content? Creating great content that delivers results is challenging for a few reasons: • The entire team - from writing to design to digital, need to ensure the whole programme is optimised. • Creating awesome content is not easy to do - and requires a great understanding of the end goals. • Content teams are increasingly important in all stages of the funnel, yet often these teams have been seen as purely writers and designers or creatives - but their role requires them to be included in strategy development - and that is an organisational change.