The Data-Driven Content Strategy That Fuels Conversions

Almost every online marketing effort claims to be driven by data. But truly effective use of that data requires more than just a simple dashboard.

While data analytics tools are more widely available than ever, maximizing their usefulness to streamline your customers’ path to purchase requires flexibility, insight, and a willingness to follow the data where it leads to ensure a marketing plan built around conversions. Here are a few core tactics for building a truly data-driven campaign:

Maximizing Marketing ROI With Data-Driven Strategies 

Digital marketing strategies revolve around a handful of familiar questions:

-Who is our target audience for this campaign?
-What action do we want them to perform?
-What mix of messaging and creative is best suited for the job?
-How can we most effectively apply these messages to different channels?
-Which KPIs will give the clearest measure of success?

Data-driven content isn’t just about gathering insights — it’s about answering these questions efficiently so the real dollars at work behind a campaign go toward conversion-driving events instead of “let’s see what sticks”-style experimentation.

By building target customer profiles to determine channel attribution and performance metrics, data ultimately informs advertisers which strategies, campaigns, ad groups, and keywords are worthy of further investment.

4 Keys to a Data-Driven Campaign

Marketers able to provide statistical support for their actions (most commonly in the form of a simple ROI ratio) place themselves in a powerful position. Other members of the C-suite don’t have to understand keyword lists, CRMs, or SEO to understand whether a marketing department is running smoothly so long as every dollar in produces two dollars out.

It’s data’s role to accelerate the rate at which advertisers arrive at high-performing ROI. Here are some key strategies to engage, educate, and convert your audience using a data-driven approach.

Audience segmentation

The ability to segment audiences based on demographics, interests, location and dozens of other targeting levers is one of the primary drivers behind all digital marketing success. That means no more lowest-common-denominator content; instead, your branded messages will carry a built-in sense of relevance, timeliness, and personality for what data shows will be a receptive audience.

Personalization

After data-based audience segmentation, personalization is the natural next step to efficient, data-driven marketing. Whether it’s personalized email campaigns or dynamically generated website content, personalization drives higher levels of engagement and conversion.

In practice, that means being flexible to the demands of your consumers — demands only discernible at scale via data analysis. If a specific age demographic tends to browse your brand on mobile devices, mobile optimization may quickly become a priority. Likewise, if users clustered near one location respond particularly well to your latest awareness campaign, you know to develop mid-to-late funnel content with this group in mind.

Data-driven content allows marketers to deliver targeted messaging that speaks directly to the individual needs and preferences of their (now-segmented) target audience.

Content optimization

Upon building a campaign based on accurate target audience data and relevant messaging, there’s still work to be done post-launch to drive performance to its peak. Once a campaign is live, metrics like page views, time on page, and social engagement numbers tell marketers which top-performing content is worth backing more aggressively (and, alternatively, which messages appear to fall flat).

A seemingly slight change to a headline or call-to-action can make a big difference in post-launch performance. But how do advertisers know which changes will prove most advantageous?

A/B testing

A/B testing is a key part of campaign optimization, turning what might seem like a complex task into a simple choice. Do customers prefer subject line A or B? Which landing page keeps their attention longer? Which creative gets more clicks? This straightforward approach helps you make data-driven decisions that enhance your marketing efforts.

As certain ads gain traction among a segmented audience, your content strategy should be flexible enough to follow suit — ideally, A/B testing will reveal common threads linking your most successful campaign efforts and providing insight into what an audience cares about most.

Data-driven content strategies offer marketers an efficient path to engaging, educating, and converting their target customers. By leveraging data analytics within each phase of the content development process, brands fuel conversions and achieve verifiable results through more relevant, personalized user experiences.

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