Your content marketing strategy needs a revamp based on data analysis. How will you pivot effectively?

As a Content Marketing Manager, I realized our strategy needed a revamp. I turned to data analysis for direction. I dug into metrics – engagement rates, conversion rates, and customer feedback. Notably, I discovered our long-form articles were underperforming while short videos saw higher engagement. Pivoting effectively, I shifted our focus to creating more video content, incorporating the topics that resonated most with our audience. I also repurposed high-performing articles into bite-sized clips. By grounding our strategy in data, we saw immediate improvements in engagement and conversion rates, proving the value of a data-driven approach.

The very first metric to eye on is goal of content marketing. Secondly, I'd find new platforms to market my content such as feedly, that drives traffic to the website. Third, i'll dive into the process of content marketing including nature of tasks, and their execution to implementation. Fourth, I'll tag types of content to every marketing effort such as advertorials for brand persona, etc.

To find out which contents really trigger interests I try to follow these two steps: - Engagement metrics on the content (bounce rate, time-on-site, etc.) - Engagement metrics of the traffic-generating activities (CTR in emails / social, engagement-rates on social, social shares)

Analyze Current Performance: Assess Metrics: Review metrics such as traffic, engagement, conversion rates, and social media shares. Identify Trends: Identify what content performs best and worst. Look for patterns in topics, formats, and distribution channels.

Before you can pivot your content marketing strategy, you need to thoroughly analyze the existing data. Dive into analytics to understand which types of content are performing well and which are not. Look at metrics such as page views, time on page, bounce rate, and social shares to get a comprehensive view of your content's performance. This analysis will highlight trends and patterns that are critical for informing your next steps.

Understand Your Audience: Audience Segmentation: Segment your audience based on demographics, behavior, and interests. Feedback and Surveys: Collect direct feedback through surveys, comments, and social media interactions to understand their needs and preferences.

Revamping your content marketing strategy through data analysis is a great way to find out how you can better resonate or identify your target audience persona. For example, there was a time where my team found that memes significantly boosted engagement, so we used them in blogs and ads, not JUST social media, leading to increased interaction. Tools like Hotjar can show where readers linger, helping you refine your blogs. Of course, these findings will depend on your brand voice and target audience. You might notice that maybe your brand voice is completely out of tune from your audience preferences. Analyze posts for common elements—do people like informational content or humour? Make a list and implement these findings ASAP!

One thing I've found helpful is leveraging CRM systems to gather detailed audience insights. These tools can reveal which types of content resonate most with your target audience by analyzing engagement metrics and behavioral patterns. At my past roles, we've used data from CRM systems to tailor content strategies, significantly boosting engagement rates. By understanding your audience’s preferences and demographics through data, you can create highly relevant and compelling content that drives better results. Remember, the more you know about your audience, the more effectively you can meet their needs and exceed their expectations.

You've hit the nail on the head about the importance of audience understanding in content marketing. I'd add that combining quantitative data with qualitative research can provide even richer insights. Conducting periodic surveys and interviews with our most engaged customers has revealed motivations and pain points that weren't apparent from data alone. We discovered that a significant portion of our B2B audience was accessing our content during their commute, leading us to optimize for mobile and create more audio content. Also, social listening. Monitoring conversations about your brand or industry on social platforms can uncover emerging trends and questions your audience is asking, often before they show up in your analytics.

Understand your clients and meet their needs create a customer journey bring empathy into individual communication and optimize results

Content Audit: Inventory of Existing Content: Conduct a comprehensive audit of your existing content. Update and Repurpose: Identify opportunities to update, repurpose, or retire outdated or underperforming content.

Great point about the value of content audits. I've found that categorizing content by buyer journey stage can reveal surprising insights. In a recent audit, we discovered an overemphasis on top-of-funnel content, leading us to create more decision-stage pieces. This balanced approach increased our conversion rates by 25%. Another tip: don't overlook underperforming content. Sometimes, a piece with low traffic but high conversion rates can be a hidden gem. By optimizing and promoting these, we've often seen significant ROI improvements.

Die Prüfung von Inhalten und Werbeversprechen sollte bereits vor der Veröffentlichung in unterschiedlichen Zielgruppen getestet werden. Eine interne Marktforschung mit eigenen Mitarbeitern und eine externe Marktforschung mit Zielgruppenfokus.

Performing a content audit is essential for pivoting your content strategy. Evaluate all your existing content to determine what can be repurposed, updated, or removed. This process helps identify gaps in your content library and opportunities for new content that aligns with your audience's interests and business objectives. A thorough content audit ensures your future content strategy is built on a solid foundation of what works, optimizing resources and enhancing overall effectiveness. This step is crucial for creating a more focused, relevant, and impactful content marketing plan.

One thing I've found helpful when pivoting a content marketing strategy is performing a comprehensive content audit. Evaluating existing content isn't just about identifying what to keep or discard; it's a treasure hunt for insights. Start by analyzing performance metrics using analytics tools—look at engagement rates, conversion data, and audience demographics. This data-driven approach helps you see what resonates with your audience and what falls flat. For example, I once discovered that several underperforming blog posts just needed some SEO tweaking and updated examples to become top performers. Use these insights to pinpoint gaps and opportunities for repurposing content.

Develop New Content Strategies: Content Themes: Focus on themes that resonate with your audience and align with your goals. Content Formats: Experiment with different formats like videos, infographics, podcasts, and interactive content. Quality over Quantity: Prioritize producing high-quality content over sheer volume.

Nachdem Sie Ihre Inhalte nun intensiv geprüft haben, müssen diese angepasst und aufgearbeitet werden, um nichts dem Zufall zu überlassen.

A very crucial step, keep the new strategy for a minimum of 3 months, and ensure new trends/changes are being adopted quickly, based on the relevant current topic, before they become less relevant.

Based on insights from your data analysis and content audit, it's time to shift your strategy. This may involve changing content formats, adjusting publishing frequencies, or targeting new topics that align with audience interests. The goal is to create content that not only attracts but also retains and converts your audience. A strategic shift should be data-informed and focused on delivering value to your audience. By making these adjustments, you ensure your content remains relevant, engaging, and effective in achieving your marketing objectives.

One thing I've found helpful is leveraging deep data insights to guide strategic shifts in content marketing. For instance, during my tenure in the data science field, I've seen how aligning content formats and publishing frequencies with audience behavior can dramatically improve engagement metrics. If data shows your audience prefers video content over blogs, pivoting to video could be a game-changer. Similarly, targeting new topics based on emerging trends identified through data analysis can keep your content relevant and engaging. This method isn't just about attracting an audience—it's about retaining and converting them. A strategic shift informed by data ensures you're delivering real value consistently.

Define KPIs: Set key performance indicators aligned with your goals, such as traffic, engagement, conversions, and SEO metrics. Use Analytics Tools: Utilize tools like Google Analytics and social media analytics to monitor performance. Track Conversions and ROI: Measure specific actions and calculate ROI to assess effectiveness. Regular Reporting: Create real-time dashboards and generate weekly/monthly reports to track progress. Qualitative Analysis: Collect customer feedback and perform content audits for qualitative insights. Benchmarking: Compare against industry standards and historical data. Adjust and Optimize: Conduct A/B testing and iterative improvements based on data.

A great tool to track analytics and measure results is METRICOOL! Wanted to leave a bit of tangible advice in addition to the comments below!

After implementing changes, measuring the results of your pivoted content marketing strategy is vital. Set up key performance indicators (KPIs) that align with your goals and regularly monitor them. This ongoing measurement will reveal whether the changes are moving the needle in the right direction and provide additional data for future strategy adjustments. Consistent evaluation ensures your content remains effective and aligned with your objectives, enabling continuous improvement and sustained success.

Es gibt über 40 KPI zum Messen der Content-Marketing-Strategie. Nicht alle sind immer relevant. Welche es gibt und welche Bedeutung sie haben, finden Sie auf meltwater.com

Tools, tools, tools! Use tools for this step, that will make it easier to measure and analyse results! Make sure these results compare to our previous strategy as well as how we are performing w.r.t competitors

Be prepared to adapt quickly based on new data and emerging trends. Regularly review performance metrics, customer feedback, and market changes. Implement iterative improvements and be flexible in your strategy, making adjustments as needed to stay aligned with goals and maximize effectiveness

Before becoming an expert in content marketing, I was a developer and product manager for 10 years. I know all about agile. To apply it to content marketing, here are the 3 most important rules: - Regular retrospectives to see what has worked and what has not worked to make changes quickly instead of waiting 6 months or a year. - Being close to customers and stakeholders to understand better their problems, their workflows, and the changes that are facing over time. - Everyone on the team should be empowered and listened to. That's how people keep being motivated, by having agency.

I'm a big believer in using data to inform marketing decisions. However, I also think it's very important to thoroughly understand where the data is coming from and what it's really telling you. Ask good questions and don't take the data at face value. Make sure it's both valid and reliable data - that the inputs are coming from the right audience, that the timing of the data collection was appropriate, that there weren't unintended variables impacting the data, etc. You can't just blindly rely on the numbers. You have to really think, strategically, about how the numbers were gathered, the potential for error/bias, and what the data is really telling you.

Data doesn't just measure results; it can also provide inspiration and direction for your content narratives. It can reveal common struggles your audience faces, forming the basis for a compelling narrative arc. Data insights can help you transform dry facts into relatable stories that resonate with your audience. Stories have the power to evoke emotions and create a deeper connection with your audience.