It is time to get real and nothing is more real than the good old ROI. It is a measure for success, used by people for ages now, and marketers use it to weigh their content. You can considerably improve your online content and subsequently increase ROI by bringing Big Data into the equation. Researchers have delved into this relation and their take is that it can help improve content by making it more “about the user”. The engagement of the user increases as a result and you get more than what you hoped for.
Related: How to Tell Your Story and Sell a Product
Here are some reasons why big data and content can go well together:
Using Big Data is Synonymous with Personalization
It has been mentioned dozens of time that personalization really is the key when it comes to digital content. As a marketer, it is your job to observe the customer during the buying cycle. Simply putting out content is just not enough as the competition out there is tough. In order to make sales and conversions, you have to present the content to the liking of the user. Big data can help marketers create content that is personalized and targets the different personas among the users.
Big Data Helps Comprehend Trends
Manually studying data and content performance can be an onerous and puzzling task. It will not be difficult if the CMS itself is capable of identifying the performance of the content through analyzing the data. Marketers can improve and optimize their content using the insights and analysis of the CMS based on the data of users. The continuous feedback is important as trends keep on changing and even the user’s behavior and preferences keep changing. When analysis becomes the job of CMS, marketers and content creators have more time for improving the quality of their work.
A Little Experimentation Never Hurts
The data can help a great deal in experimenting with content so to see which content works with what audience. The CMS can track content performance for different kinds of content and get you real insights and reveal weaker points in your content. The big data can help categorize audience, so you know which audience has similar preferences. In this way, experimenting is easier and the results are more relevant and trustable.
Agility is Your Best Friend
Early bird catches all the worms. This is particularly true in the world of online marketing as the quicker you adapt to the new trends and new technology, the quicker you get desired results. The data is what wakes up the bird in the morning, if you will. Besides using content performance metrics, it is the job of marketers to be quick to have changes in their content strategy.
This agility has to be there in the CMS so the response is handled in real time. If you collect data over a long period from all the visitors, and then crunch the number and analyze the patterns, it may be too late to make any effective changes to your strategy. The users you should be targeting and analyzing are the users of the present. You have to create a world for your potential customer and design a map for it. The already designed map can be traced as the customer moves along in real time. The big data, therefore, becomes the game changer here. Merely having data will not do it as you have to use the data in real time and alter content according to that.
If you have a new customer, they will experience different content. Someone who is nearing purchase will experience different content. You are not attracting the latter, now you are trying to develop trust.
You Need Goals to Win
When you have reliable data, it is easier to set goals and focus on attaining those goals. When your content becomes specific to a certain audience, it becomes easier to set goals which commonly focus on getting high ROI from the content. The big data makes the goals more specific and therefore you create content that matters to you and your audience. Everything becomes simplified and tracking progress becomes easier as well. If you have young people who are active on social media, your goal can be to have maximum shares. You cannot be chasing the same goal with elderly people. Simply put, the data moves your efforts to where they are most likely to work.
Why Using Big Data Now is Easier?
Marketers know that getting data about visitors is not the hard part, combing through it to get meaningful data is the difficult job. Manually, it can take ages to sort such amount of data. But now technology is doing that for you and this is why using data technology is now easier than ever. A CMS can do all of this searching and sorting for you and give you something reliable to work on.
The important things to note here is data quality. The data has to be of some value to influence your content strategy. New technology integrates with data warehouses and essentially improves the quality of data first. It validates names and addresses and looks for any discrepancies or redundancies. It basically helps ameliorate the segmentation and acts as a sieve so only meaningful data is used for analysis. Marketers consequently have authentic data to influence their content and quickly act in time to generate best results.
The problem of having data from multiple sources is also no more an issue as there is technology to integrate data from different sources. May be the data is present in different locations in a company or maybe it is coming from different companies that are linked with each other. For instance, a business is getting data from their website as well as the website of their parent company and from their loyalty program. It would have been difficult to combine data from all these sources a few years ago but not anymore. Now that technology is capable of so much, it only makes sense to use big data to improve your content. Any modern CMS should have the abilities to utilize data, integrate and analyze it to personalize digital content.
Marketers spend so much effort on creating content that produces results that matter and big data might just be the answer to that. After all, personalization has pretty much become the difference between content that works and the content that does not. The CMS can use big data to create a pathway for similar users and create the path they want to walk on. And the data you use has to be of relevance as well otherwise all your efforts will go in vain. Luckily enough, there is technology to improve data quality.
The next time you want the ROI of your content to be higher than your expectations you might want to include data in the play. It can help you take faster steps and change your strategy while there is still time. It will help you set achievable goals and put you and your work on the right track.