The massive influx of data has opened up an incredible number of opportunities for businesses all across the globe. The downside of all this big data, however, is the amount of adapting companies need to do to make use of it. This adoption process requires significant time and resources, but it also can lead to major changes in how businesses operate. One result of the big data revolution is that businesses are placing a greater emphasis on content marketing. The reason for this is that many companies believe content marketing, driven by data, can give them a competitive advantage. As big data becomes more commonplace, it’s easy to see that they could very well be correct as content marketing prepares to make the leap into this growing movement.
The impact big data has had on content marketing is still being felt, and its effects may not be fully known for some time to come. As mentioned above, more and more businesses see data-driven marketing practices as a valuable asset, one which can give them the edge over competitors. One report appears to demonstrate just how excited business leaders are about the possibilities of content marketing when utilizing big data. In the report, roughly 95% of CMOs said content marketing is important to the business, while about two-thirds of them expect a net gain from content marketing efforts. (Tweet This) That has led to more companies dedicating more of their budgets to content marketing. The hope is this commitment to investment will yield some impressive results for the business.
The faith being placed in data-driven content marketing is not misplaced. In fact, big data stands to impact content marketing in many significant ways, which could lead to big benefits for businesses and customers alike. Big data can give added insight to a business’s customer base like never before. Before big data, companies could collect information on customers concerning their age, sex, address, and other fairly basic information, from which the company could craft a marketing plan. With big data, however, the amount and type of information businesses can have for each customer is vast. This data can come from social listening, which involves recording information on what people post on social media, how they interact with others, what articles they read and sites they visit, and so on. In other words, the data can help businesses conduct behavioral analyses, studying why customers act in certain ways. With this information, marketers can craft content more suited to the individual instead of a large group. Big data can also tap into customer motivations by testing different messages and accurately measuring how customers respond to them. From the results, marketers can continually create more effective messages.
On that note, big data can also transform content marketing by helping marketers raise awareness of a brand. This can be accomplished through big data analytics tools such as Google Analytics, HootSuite, and many others. By utilizing the results of these tools, marketers can figure out which messages are creating the most awareness, thereby reaching predetermined goals. This same idea can also apply to converting people into customers and retaining existing customers. The main advantage from big data in these cases comes from the ability to track the progress of messages and campaigns. Before the big data revolution, it could take weeks or even months before marketers knew if their work was making a difference. With today’s technology, marketers can track the results by the second. This allows them to tailor the message with unprecedented customizability.
Big data can offer many more benefits when it comes to content marketing. For instance, the insights given from big data can help content marketers find new tactics in which they can reach their intended audience, whether through new social media channels, new email techniques, or any other way that hasn’t even been thought up yet. Big data can also provide new product insights for the marketing team, narrowing the focus to certain products depending on the time of year or even the country or region they’re in. All of these advantages can even lead to more profits from advertising, better analysis of marketing successes, and improved customer service interaction.Content marketing is expected to receive a big boost from the rise of big data. There will still need to be a period of adjustment, such as finding ways to store the data and providing for enough IT security, but companies that are prepared will be set to benefit the most from the new insights gained. Data will always be essential to marketing success, and now businesses can have more than ever before.