Data Marketing and Content: How to Make Them Both Work in Your Methods

Precisely why would you produce Digital Marketing content without knowing why or even for whom?  

Just those who want to waste time and money would do that!  

In times of huge data , companies have a massive amount of information about the marketplace to analyze and use to program their content strategy.

Data marketing is a data-driven method that can also be applied to Content material Marketing.  

From this perspective, every strategic decision regarding content planning, production, plus promotion is based on the knowledge that data can generate concerning the market.

This way, there is a bigger chance of producing content material that sparks interest and achieves the company’s Content material Marketing goals .

If you also want to have these outcomes with your brand, keep reading this informative article and understand how data-driven marketing can be used to optimize your Content Marketing and advertising.  

We’ll discuss the next topics:

What exactly is Data Marketing?

Data advertising or data-driven marketing is an approach based on data as the central pillar of marketing decision-making.  

The creation of campaigns, the definition associated with target audiences, the choice of the new channel, and content production are planned according to the available data.

However , data alone do not expose anything. The graph may show the standard age of your audience, yet how can this be used to improve results?

That’s why companies should count on tools plus procedures for collecting, processing, and analyzing data to ensure that human intelligence can turn it into useful information and insights to improve strategies.

These practices are becoming increasingly normal with Digital Marketing.

Before, marketing and advertising used to look for market data to define the audience or the media for a advertising campaign, for example. But it did not possess the precision and volume of data that the Internet provides.

Today, it is possible to know all the guidelines of consumers, website visitors, and even rivals, in addition to monitoring the performance of your actions.  

Thus, information becomes a lot more precise to support decision-making.

Based on data, marketing is more likely to hit the tag on its objectives, take risks more intelligently, and carry out better.

Therefore , those who know how to use data marketing have a competitive differential in a market that increasingly demands outcomes and efficiency.

What is the Relationship between Data Marketing and Content?

Content Marketing is among the marketing areas that can be efficient by adopting the data-driven approach.

This strategy contains creating relevant content for your audience, thus connecting together to attract their curiosity and generate more deals.  

Because of that, it is one of the pillars of Inbound Marketing — or, put simply, attraction marketing.

When Content Marketing decisions are data-driven , they make better-targeted strategies.

Data brings information about audience actions and interests, the performance of published content, competitors’ strategies, and much more.

Then, these details can be used to evaluate results and plan content so that it turns into more relevant to the audience and meets marketing targets.

How Does Data Marketing Help with Content Marketing?

Data advertising adds intelligence to Articles Marketing.  

Instead of performing in the dark, creating purposeless articles, you can now design strategies that are persona-oriented and focused on results.

Below, you will better know how data marketing contributes to the development of content strategies.  

Knowing the audience

Data helps you to become familiar with the people you want to reach together with your Content Marketing strategy.

You need to know who they actually are, how they live, what they such as, their challenges and motives, what problems they need to resolve, and other characteristics.  

This way, you will better understand how your articles can be relevant to people.

Using this information in hand, you can describe the strategy persona , which summarizes your ideal customer’s user profile, interests, needs, and behaviors.  

This persona is really a picture of the person your content should aim to reach.

Planning your content

Data analysis helps you understand what people are searching for on the web.

Google searches reveal users’ search purposes and topics you can address in your happy to meet them.

In this way, information helps you find out what type of articles is more likely to attract curiosity and traffic.

Moreover, if you deliver good content that will answers users’ questions, you have a great chance of achieving great positions on Google.

Mapping the content channels

Data analysis also shows which channels are best for publishing and advertising content, such as blogs, Facebook, Instagram and email.

The persona may pass through several channels along the buyer’ s journey .  

So , it is important to realize which platforms are used in this journey to lead the particular persona to the purchase.

That way, you can produce more convincing content for each channel every stage.

Monitoring competitors plus promoting benchmark

Data also serves to keep an eye upon what’s going on around your business.

Content competitive analysis helps you chart out competitor strategies, learn what’s going well, and inspire new content ideas.

Apart from, you can also monitor your position on the market.  

With an SEO analysis, you can find out who is competing with your brand for Search engines results, for example.

Then you can evaluate the strategies and strategy what you need to do to get over your space.

Identifying seasonality

One of the most critical missions of data analysis is to determine behavior patterns.  

Amongst thousands and thousands of users, you are able to notice that the interest in a particular subject increases according to the periods.

Interest in topics related to the particular Olympic Games, for example , includes a clear tendency to grow every single four years.

So the best time to produce content that creates the most results is when these peak moments appealing are approaching.

Google searches for the Olympic Games every 4 years.

Identifying best-performing content

In data analysis, you can also identify which content performs best according to the indicators you monitor (reach, time on page, conversions… ).  

A much deeper analysis of this content can present which themes, approaches, types and channels generate more interest and results.

Optimize the consumer experience

Finally, data marketing helps create a better experience for consumers who seem to encounter your content.  

You can address topics that are a lot more interesting to them, in the channels they prefer to use, with content that solves questions and problems in their lifestyles.

How to Implement Data-driven Content material Marketing?

Now, let’s are able to the practical part.

Using data marketing to guide your content strategy?

Some professionals may think it is enough to use a few tools and look at some data to produce data-driven content.

However , data marketing needs you to plan the data selection and analysis procedures , while always keeping the business targets in sight.

Now, let’s view the main tips to structure advertising with a data marketing concentrate:

Deepen your knowledge about your own audience

Gone are the days when advertising worked only with the market profile of the audience and data on location, age, and gender.  

They are still important for audience profiling , but it is necessary to deepen the information about interests, motivations, plus behaviors.

Content production should focus on what the audience desires or needs to know at that moment.  

Therefore , use data to discover people’s doubts plus needs and create posts that will help solve them. In this way, the brand shows its usefulness, getting closer to the public.

In addition , data also helps you realize what motivates people, their particular values, and what place in their own life they are currently in.  

This way, the brand name can connect with them and create meaningful conversations.

Know which data to monitor

Working with big data requires planning, so you don’t get lost in the pure volume of information.  

When looking at Google Analytics reviews, for example , you have so much details available that you may not be able to extract any analysis from this.

Therefore , you need to know how to prioritize the data you should monitor. And what defines this prioritization are the goals that should be outlined in the marketing strategy .

This way, you can determine key performance indicators ( KPIs ) that tell you if your articles is on the right path to reach its goals.

Assume Content Marketing has the objective of increasing brand understanding, for example.  

In that case, information marketing should prioritize achieve metrics, positions on Google results, number of searches for the brand in the search engine, among others.

Discover different types of data

To explore the full potential of data marketing and advertising, you need to use the different types of information that can be collected.

First, look at primary and secondary data.  

Primary data can be valuable for getting to know your audiences better and responding to specific questions in your research. It is usually collected through:

On the other hand, secondary information has already been gathered by others, organizations, or researchers.  

It can reveal general market characteristics or major marketplace trends, for example. They may be obtainable from:

  • Newspaper plus magazine reports.
  • Reports by research institutes.
  • Government journals.
  • Studies simply by professional associations.
  • Academic papers.

Additionally , explore both quantitative and qualitative data.  

Quantitative marketing research, usually done with questionnaires, can cover a bigger population and reveal habits patterns, but it does not provide in-depth answers.

Differently, qualitative data is conducted with fewer people and can not be understood as the general habits of the population.

But it provides a depth of information that helps to better understand the studied audience’s behaviors and motivations.

Have data collection plus analysis tools

You can’t do data marketing without the help of tools.  

These people consolidate data and transform it into intelligible graphs and reports that can be used to generate insights and strategic information.

Because of this, data marketing also demands planning for the acquisition of equipment and software that assistance data analysis.  

In the next section, you will learn about some of the main tools that can be helpful in this sense.

Follow the information protection rules

Anyone who works together with data needs to know the rules regarding personal data defense to which they are bound.

These regulations define the rules associated with data treatment in the country where your company is based, and the sanctions for those who do not comply.

The majority of the regulations establish that customers must explicitly consent to the collection of their data and be clearly and transparently up to date about the purpose of the processing.

Companies that use data within their strategies should also appoint a Data Protection Officer that will answer to the national power and define governance policies that ensure information security.

If you want to know more, we have blog posts on the General Data Protection Regulation (GDPR) and the California Consumer Defense Act (CCPA).

Create a data-driven culture

To implement data-driven marketing, it is important first to create a data-driven lifestyle in the company.  

Whenever absorbed by employees, this particular culture means that every choice is made based on data rather than guesswork and assumptions.

This applies to the whole company, not just marketing, since data must circulate among the teams, even as we will see below.

Understand that a culture change may be ignored by professionals who choose to do things as they have normally done.

Therefore , the application of data-driven marketing also requires increasing awareness and training the team.

Integrate data and teams

A data-driven company works with data that is integrated across the organization.  

Using data in Content Advertising, for example , can generate insights for the finance department, while the sales team can bring valuable information to your content planning.

The data-driven approach can also alter a company that no longer limits information to organizational silos but works collectively to create more intelligence.

Key Information Tools for Content Marketing and advertising

We’ve already mentioned the importance of having tools to apply data marketing to content strategies, right?

So , let’ s find out what are the main platforms we recommend for this, and how they could help you plan and create much better content:

Google Analytics

Google Analytics is an essential tool for individuals who want to work with data. With regards to Content Marketing, its reports and graphs bring information regarding:

  • Audience profile.
  • Channels that generate traffic.
  • Search engines keywords that attract visitors to the site.
  • Greatest performing content.


SEMrush is an SEO analysis tool that brings important information to content methods. On this platform, you can:

  • Perform keyword research to plan your content.
  • Discover topics that curiosity your audience.
  • Receive guidelines for content optimization.
  • Monitor competitors and market references.
  • Discover gaps in competitors’ keywords plus content.


Typeform is used to create more attractive plus responsive survey forms.  

It can be used to collect primary information — quantitative or qualitative — to get to know your own audience better or gather feedback on your content, for example.


Hotjar offers different data collection tools to understand how users interact with your website.

Heat maps, for example , monitor what areas of your web pages are most viewed or clicked on, which can assist you to understand what sparked the most curiosity about a piece of content.

Another appropriate tool is the instant opinions forms shown to the user whilst they browse the website.  

This allows them to give their own opinion on the spot about what they will thought of the content.

Hotjar feedback forms.

Search engines Trends

Google Trends shows search trends on Google.  

These are topics that are arousing people’s interest and that you can address in your content to appeal to more interested parties.

Google Data Studio

Google Data Studio is a tool for creating dashboards with the data you need to keep track of or present.  

You are able to create custom, interactive plus responsive dashboards with different graph formats to track the KPIs of your content strategy.

Summary: Data Marketing Helps you Develop Better Content

Data-driven is really a trend that is being accepted by companies in the midst of a digital transformation process.  

Adapting your business to the digital age consists of exploiting the potential that data offers for strategies and decision-making.

So , it’s time to integrate this trend as one of the most crucial areas for your success of a business: marketing and advertising.  

After reading about data marketing and content, have a look at our Rock Content Journal edition that is dedicated completely to the pillars of data-driven marketing and advertising !

The post Data Marketing and Content material: How to Make Them Both Operate Your Strategies appeared first on Rock Content .

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