Data-Driven Content and How To Get There Fast

We just got back from Cleveland, Ohio where the fifth annual Content Marketing World conference was held and we’ve gathered a few insights to share with you all. During a lunch and learn session, Curata’s CEO and Founder Pawan Deshpande talked about data-driven content marketing and how businesses can get there fast. Below are the main key takeaways covered from the session below:

Content Ideation Toolbox

A list of tools were suggested to help content marketers come up with data-driven content ideas so make sure to look into the platforms below when crafting content for your site:

  • Uber Suggest, is a free keyword tool that instantly provides you with thousands of keyword ideas from real user queries. You can use the keywords to get inspiration for your next blog post, or to optimize your pay-per-click (PPC), campaigns.

  • Buzz Sumo allows you to analyze what content performs best for any topic or competitor and helps you find the key influencers to promote your content.

  • Google Adwords’ Keyword Tool, allows you to search for keywords and groups ideas based on terms that are relevant to your product or service, your landing page, or different product categories. You can use the tool for keyword research, as well as get traffic forecasts for keywords so you can estimate how many eyeballs you’ll get by using certain words.

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Content Formats to Consider Producing

  • Evergreen content: These are articles, podcasts, and images that you can share with your audiences year-round. Evergreen content does not have an expiration date and can be used to drive eyeballs back to your site or social channels.

  • eBooks, Studies, White Papers, Case Studies: If you’re offering thought leadership and insights, this type of content works well in the Business to Business (B2B) space.

  • Short-form content: In this mobile age, short digestible content is key. Sometimes your readers don’t have time to scroll through long articles on their phones, so come up with bite sized info pieces and/or images.

  • Promotional Micro-content: Are you selling a product or service? Are there influencers in your industry that you can tap into? Use the Buzz Sumo tool mentioned above and leverage guest bloggers to offer insights for your readers. These influencers will promote their posts and link back to your site while sending their fans and followers to check out the content on your page. It’s a win/win situation for you both.

Evaluating Your Content and Whether It’s Successful

It’s important to audit your content to make sure your time is being used effectively. Content audits will help you learn what resonates with your audience. Here’s how you can test the success of your posts:

  • Look at data (Facebook Insights, Twitter Dashboards, Google Analytics) and formats across your channels

  • Look at social shares for each content type. Are you getting more RTs and shares on a specific content format type? Good! Then, create more of it. Use the Social Count tool to track URL shares, likes, tweets and more.

  • Look at pageviews by content type. Leverage Google Analytics and see if certain content types are popular. This will help guide you and prioritize which content types to focus on.

  • Look at the difference between your long-form and short-form content. Are you getting more shares/views on short-form content? Long-form content takes more effort and perhaps you shouldn’t be focusing on it if it isn’t producing the results you want.

  • Look at data by content creator (Guest blogger, agency, freelancer or in house). Check to see which authors produce the most pageviews, shares or RTs and have them write more.

TL;DR

It’s important to use data and tools to help you create content. Using data-driven tools will give you an advantage so that you’re creating pieces that will resonate with audiences. Also, leverage a variety of content types, (evergreen, long-form, short-form, podcasts, eBooks), to offer diversity on your channels. Once your content is created, it’s important to evaluate whether your posts are being shared and liked by your community. Don’t waste time producing content that people ignore. Use your resources to create popular content based on your audience’s shares, RTs and likes.

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