As a marketer, you need to use data at three stages of content creation: before creating content, during content creation, and after content creation.
Before creating content, data can help you determine the type of content you create and who you’re creating it for. During content creation, data can shape narratives and give scale to your ideas. After content creation, data can help you analyze how well your content has performed.
Here are some great ways to use data in content creation:
1. Use data to determine the type of content you create
Content comes in many different forms, and not all of them will be equally effective for every business or audience. Use data to determine what kinds of content are most popular with your target audience and which ones are most likely to generate engagement and conversions.
2. Use data to determine who you’re creating content for
Your target audience should be the foundation of all your content marketing efforts. Use data to segment your audience and create buyer personas so you can produce content that is relevant and resonates with the people you’re trying to reach.
3. Use data to shape narratives
Data can be a powerful tool for shaping the narratives in your content. Use data to tell stories that will resonate with your audience and help them see your brand in a new light.
4. Use data to give scale
If you want your content to reach a wide audience, use data to determine the best distribution channels and tactics. Use data to identify where your target audience is spending their time online and what kinds of content they’re most likely to engage with.
5. Use data to drive engagement
Use data to understand what kind of content is most likely to generate engagement from your target audience. Identify the topics and formats that generate the most comments, shares, and likes so you can produce more of the same type of content.
6. Use data to improve conversions
If your goal is to drive conversions with your content, use data to understand what kind of content is most likely to lead to a sale or other desired action. Identify the topics and formats that generate the most leads and customers so you can produce more of the same type of content.
7. Use data to benchmark your performance
Use data to benchmark your content marketing performance against your competitors. Identify where you’re outperforming them and where there’s room for improvement. Use this information to adjust your content marketing strategy accordingly.
8. Use data to inform future content creation efforts
After you’ve published a piece of content, take some time to analyze its performance. Use data to understand what worked well and what could be improved upon. This information will be invaluable for informing future content creation efforts.
9. Use data to measure ROI
Ultimately, you need to use data to measure the ROI of your content marketing efforts. Keep track of how much traffic and how many leads or sales each piece of content generates so you can determine which types of content are most effective for your business.
As a marketer, understanding how to use data at different stages of content creation is critical to your success. Keep these tips in mind the next time you sit down to create new content for your brand.