Although almost all marketers now use content marketing, enormous differences exist in strategies employed by the most successful marketers versus the rest of the crowd, a new report reveals.
The best-in-class marketers, defined as the top 20%, develop and execute data-driven content marketing strategies. With better use of data, they enjoy nearly five times more marketing-attributed revenue, according to The Future of Content Marketing: The Age of Content Science, a study from Aberdeen Group.
“The future of content — creative, witty, engaging, results-driven content – is more about data than it is about art,” the report states. “Overall, it boils down to becoming more scientific about the use of content.”
The research details how the best-in-class marketers differ from other marketers. The best content marketers:
- Tend to worry about meeting customers’ expectations related to content, while others focus more on creating enough content.
- Obtain nearly half of their revenue through content efforts, while others only reap 10% of their marketing contribution from content.
- Are more likely to be able to track a piece of content to revenue in order to determine which content drives conversions.
- Have a plan and are focused, rather than creating content on a whim.
- Are more likely to align their content to the buyers’ journey and create content designed for their target persona.
- Are more likely to use a behavior tracking system to track prospect behavior.
Making data actionable on an ongoing basis is a substantial challenge. Knowing what to collect, when to collect it, and how to apply the insights are the critical first steps.
“The gap between the best-in-class and all others is widening, and widening fast,” the report states. “With the best-in-class focused on creating solid, individualized experiences for customers, they will quickly leap ahead of their competition by building community and advocacy for their brands.”
While best-in-class performers are benefiting from their customer-centric approach, there is still room for improvement. Currently, only 25 percent of the best marketers can serve up personalized content to repeat site visitors and most do not enable a personalized experience across channels.
Others Agree on the Importance of Data
Other research and experts tout the benefits of a data-driven content marketing strategy. Today’s leading brands use data in a variety of ways. “We see Kohl’s using customer information to push in-store shoppers toward the checkout lanes through personalized content, while Arby’s uses big data to identify the channels and cultural events that interest its audience and deliver relevant content as a way to join the conversation,” writes Ted Karczewski, marketing content specialist at Skyword.
The first step is to use automated tools to analyze your audience and develop buyer personas. Such tools include Web analytics, social media listening and marketing automation tools. Data can help marketers produce relevant content; however, it’s important to avoid allowing data to stunt creativity, he advises. Instead, broadly apply what you learn through data analysis onto a creative content marketing solution.
“It’s easy to let the numbers influence your decisions, but don’t let metrics stunt your creativity. When you become too data-driven in how you create content, you inevitably lose the human element — or the story — behind what you’re saying,” he says.
Bottom Line: New research uncovers significant distinctions between “best-in-class” marketers and the rest of the field. The best marketers take a data-driven, scientific approach to producing content, analyze their target audiences, and strive to link content to conversions.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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