There is no doubt that creating high-value content is easier than ever in the age of big data marketing.
Provided you are working with clean, quality data, dialing into your customer’s wants and needs for content should be more of a science than an art. Demographic and behavioral data marketing tells you exactly the kinds of content that will resonate with your target audience.
However, producing that content in an engaging way is still very much a creative endeavor. Finding the right blend of content types has become a critical step in establishing a successful content marketing strategy. It is an area with which many marketers still struggle. A recent survey found 28 percent of marketers cited “media mix” as their biggest marketing challenge.
That’s why the Leadspace team has put together this post to help marketers like you understand how the right mix of content paired with high-quality customer data can elevate your marketing strategy.
It All Starts with Diversifying The Content You Produce
It is hard to believe that just ten years ago, blogs were still a fairly new and novel marketing tool for brands. Today, most organizations would not be caught dead without a company blog intended to drive relevant traffic to their website. While 84 percent of marketers say their blogs still drive strong results, the truth is that most consumers — B2B and B2C alike — want more options than just a blog when it comes to content. That’s why it is so important that your brand starts experimenting with other approaches to get your knowledge in the hands of your customers. Here are the big ones you should be testing:
- Video. It is no secret that video is all the rage in the marketing world right now. Short, well-crafted pieces of video content can quickly push your brand into the realm of thought leadership and are easily shared by a wider audience.
Video content is rapidly becoming a dominant tool for audience engagement.
- Webinars. While certainly not a new tool, webinars continue to prove consistently valuable for marketers looking to move leads through the sales funnel.
- Influencer Marketing. Using industry experts to promote your brand is one of the best ways to have direct interactions with your target audience. Influencers help you build trust and reputability with your target audience in ways your own content cannot.
- Live Events. Despite the importance of a digital presence, getting physically in front of your audience is still a great marketing strategy. Companies that invest in event marketing often anticipate a 5x return on their investment.
Create Content for a Mobile Audience
Part of the reason newer strategies like video and influencer marketing have taken off has to do with the way audiences are increasingly ingesting content via mobile device. Nearly 80 percent of Americans own a smartphone now, so marketers need to think about the role mixed media content plays in appealing to a more mobile audience.
Track Content Performance and Use That Data for Better Campaigns
At the end of the day, determining the right content mix for your audience will initially be a bit of trial and error. If you are collecting information about audience engagement through your customer data platform, mixed media content should become just like any other aspect of big data marketing: more a science than an art.
Watch the webinar: How to Engage, Nurture and Close More Prospects with Full-Funnel Marketing to learn more about what a customer data platform can do for your business.