Unlocking the Full Potential of Data-driven Content

September 15th, 2015 by | No Comments

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The waning effectiveness of traditional advertising mediums and the rise of social media have led more and more brands to hail “Content is King!” and embrace content creation as part of their marketing strategy. Marketers now see themselves not just as advertisers, but as publishers, launching websites, blogs, social media campaigns, and podcasts to reach out to customers and promote their brand.

Yet while many marketers have embraced their new roles as content creators, many of them continue to play it safe by publishing uninspired listicles and re-blogging the same old industry whitepapers, when they can be original and produce compelling content that only they can tell. Most companies are sitting on a gold mine, and yet they fail to realize how their own data offers opportunities to reveal new insights and tell stories in fresher, more powerful ways.

Data-driven content marketing draws on the growing availability of data sets and analysis tools to uncover trends and tell interesting stories like the growing popularity of mobile payment technology, how Silicon Valley has been lagging behind in gender equality, and productivity level comparisons between office and remote workers. Even more important is how well data-driven content is received and shared by millions of people across social networks.

While infographics and similar content are standard components in the modern marketer’s arsenal, data visualizations driven by original data are still uncommon. That’s an unfortunate flub, given that today’s companies have access to more data than ever before. Instead of using this resource as a basis for topnotch marketing campaigns, data is treated like state secrets and only exclusively used by top management to drive decision-making.

When incorporated as part of one’s marketing strategy, data-driven content allows brands to enjoy benefits such as:

Increased traffic. Inforgraphics are informative and visually appealing, exactly the type of digital content that’s most likely to be shared across social media.

Value. Brands that offer fresh, accurate, and relevant data-driven content don’t only cut through the clickbait and junk published online these days, they also provide valuable information that could help others to learn and develop their own analyses and insights.

Authority. Analyzing, curating, and publishing data—especially information that hasn’t been shared before—verifies a brand’s credibility and establishes it as an authority on a topic.

Transparency. Now that most consumers are becoming increasingly concerned about their privacy, data-driven content allows brands to let others see how the information they’ve gathered is being used. This builds trust, showcases reform, empowers the public, and helps companies to understand their consumers’ needs better.

About the author:

Jehan S. Ismael is a full-time writer and editor for a leading Internet Marketing firm. She has a love-hate relationship with food, likes to listen to rock and rap music, and enjoys reading books by self-absorbed writers like J.D. Salinger and Anthony Bourdain.

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