Content marketing is a vital consideration today. However, if you’re not backing your content up with data derived from your database, you’re doing it wrong. Simply put, all the content in the world won’t help you if it’s not relevant to your audience’s needs, expectations, goals, and personal journey. The following tips will help ensure that you’re able to create data-driven content that encourages conversion and builds your brand.
EACH PIECE OF CONTENT SHOULD HAVE A GOAL!
What is the goal of your content? It can’t be too broad, either. For instance, “educating my audience” is not an actionable, measurable goal. Instead, opt for something like informing Prospect A about the most important features of an ATV. Of course, this requires that you know that Prospect A is looking for an ATV and that you have an idea of their needs when it comes to Powersports equipment.
USE LEAD MAGNETS
Lead magnets are content pieces created specifically to entice potential customers to download or otherwise access the content in exchange for their personal information. Examples include everything from case studies to model reviews, eBooks to buying guides. As a general rule, the more in-depth and expansive the content, the farther down the funnel it should be. Use simpler content to get your leads to give you their name and email address, and then use more complex, in-depth content to get them to offer additional details that you can use to flesh out your image of them (and your database record).
FOCUS ON HIGH-VALUE LEADS BUT KEEP NURTURING
High-value leads are those who are most likely to make a purchase very soon. Focus on those individuals, because conversion is all that matters in the end. However, understand that every customer in your funnel has the potential to become a high-value lead-in time and given the right nurturing. Your content marketing should be tailored to educate and guide those leads until they convert.
GO BEYOND MERE PERSONAS
You’ve heard about customer personas, right? Good. Now forget about them. In most cases, customer personas are rough guesses about what your audience wants and needs. In data-driven marketing, you need to create content tailored to each member of your audience. You need to know their wants, needs, expectations, pastimes, hobbies, and pain points. This data provides you with the framework on which to build your content.
With the right data and the right content marketing strategy, you can focus on high-value leads now, while nurturing others through the funnel.