There are many different tools that can use your data to improve content efficacy. However, most marketers waste time and resources trying to acquire every new gadget in the ever-expanding MarTech stack. In practice, data analytics begins at the simplest level with the simplest tools.
The majority of content marketing campaigns are just not very good. The single biggest factor is the use of data. Content is graded on 2 factors:
If you don’t know where to find your target audience, or if your content is reaching theintended audience,look close to home. Any content marketing campaign should be oriented around its current customer base first. All the answers come from the data in your CRM. Analyze your current customers and identify trends from that data. Key metrics to pay attention to include:
These are just a few simple standards to measure your customers. Categorize your customers, and grade them on a spectrum. For example, do companies with 10-50 employees buy more than companies with 50-100 employees? More detailed analysis of your CRM data is enabled with the use of specific data quality tools, like RingLead Data Management Solutions (DMS), but this basic analysis is a good place to start.
After you’ve determined the customer profile to address, the next step is learningwhat content performs bestwith those current customers (quality of the information). Once again, start with the customers you already have and enrich their data so you have the most accurate and up to date information to make the most complete buyer profile.
Call your customers personally to get personal insights. This approach is not extensive, but the information you will learn from speaking to customers directly will be precise. Not to mention your customer base will appreciate the gesture.
You don’t know what you don’t know. This is pretty much the case for businesses that are not data-driven. In fact, roughly 90% of businesses fail because they don’t know their target audience. Data provides the necessary information to track the performance of your current content, and provides key insights on how to improve.
Similar to calling your customers directly, a survey will provide insights from your current customer base. However, a survey is more extensive and you can extrapolate empirical insights from the meta data provided by a survey.
