We have access to more data about our customers and their preferences than ever before. Compelling and relevant content is like a magnet for that data and can help you understand users, clients and customers to an unprecedented extent and in great detail. Unfortunately, this great opportunity goes neglected by many companies to the detriment of their bottom line. More likely than not, the hesitation in looking into the data that you generate is linked to the nagging question ‘where do we start?’
Here are three measures to get you on your way towards a more data-driven approach to content production:
Ensure you are measuring everything you can measure. For example, if you have a website, a newsletter, or a social media account, there are dozens of metrics telling you how your audience interacts with your brand. Once you have data measurement in place, decide on what data matters to you and use it to your advantage.
Be honest about the success of your current content production and distribution efforts. How many views did that video you published get? How many people shared your latest blog article? Every company likes to think their content is of interest to their audience. But the data doesn’t lie, and if that Pulitzer-worthy article you wrote did not attract thousands of readers you might want to review your approach. It can be humbling, but it’s worthwhile.
A lot of the time what stands between you and a data-driven content strategy is simply a good setup! Simplify your data overview by using dashboards and gathering everything in one place and in real time. Dasheroo, Cyfe, or Klipfolio are all useful options that allow enough customisation to make the dashboard your own. This will save you time and give you a visual of the big picture, while still allowing you to analyse the little details.