What does Big Data mean for your content marketing strategy? Learn how Big Data can help your marketing strategy and increase customer base.
Across industries, big data is becoming more important and eCommerce is no exception. Specifically, eCommerce businesses are using data points to drive their content marketing strategies.
Long gone are the days of creating content without purpose (if those days ever existed at all). Today, if you want to promote your product without being salesy, your marketing strategy must focus on what drives clicks and sales.
For creatives like bloggers and digital marketers, that task likely sounds intimidating. Where do you even start? Don’t worry: utilizing big data is easier than you think.
How Big Data Can Guide Your Strategy
Have you ever poured your heart and soul into a piece of content only to hit “post” and have it fall flat? In his article “Knowing Your Audience is Key to Content Marketing Success,” Cox Blue contributor Martin Jones wants content creators to realize that this problem is a disconnect between them and their audience.
Rather than creating content you think your audience will like, you can use big data to create content you know your audience will like. These days, the most successful businesses have big data at the center of their content marketing strategy.
In short, using big data to guide your strategy takes the guesswork out of creating content. Really knowing your target audience allows you to work smarter, not harder. Villanova University acknowledges the connection between big data and business intelligence. Big data provides crucial analytics that inform business intelligence. They work in tandem to give a company an edge in the marketplace.
Allowing big data to guide your strategy demonstrates that you’re committed to a customer-centric marketing approach. For ecommerce businesses, a good place to start is focusing on web analytics.
Whether they make a purchase or not, visitors who spend time on your website provide valuable insight into their needs and interests. You should look at bounce rates, inward search information and the keywords people are typing in that bring them to your site.
In the case of your eCommerce business, one way to incorporate web analytics in your content marketing strategy is using the information to personalize email campaigns. From segmenting your list to crafting engaging emails, web analytics will guide your strategy and provide a greater return on investment.
Using Big Data to Attract New Customers
When you start using big data to inform your content marketing strategy, web analytics is a solid starting point. But don’t forget about social media. The insights gleaned from these popular platforms are equally important for ecommerce businesses that want to attract new customers.
By examining social media data, you can see where potential customers are spending their time and money now.
Bloggers and digital marketers should not overlook the power of social media for comprehensive competitive analysis. As you adjust your own content marketing strategy, you should look at what your competitors are doing and how your target audience is responding.
By analyzing the social media activity of your competitors, you have the opportunity to monitor brand perception in real-time. Take notes on what kind of content your competitors are sharing and how they go about establishing relationships with your target audience. Pay special attention to what your target audience responds to and what they ignore.
The best part about collecting big data from social media is that it’s cost-efficient. You can use social media analytics to inform your content marketing strategy and attract new customers without blowing your budget.
If your eCommerce business does have money to invest in analytics, services like SEMrush can provide an even more in-depth analysis of your competition and ensure you’re making the most of social media to attract new customers.
Should Your Business Invest in Analytics?
Without a doubt, you’ve heard it said that “knowledge is power.” If you want a powerful content marketing strategy, you must use the knowledge gathered from big data to inform it.
Today, there is so much noise in the digital space. If you want any hope of standing out, your eCommerce business must create content that speaks directly to your target audience. Customers will be more willing to open their wallets if they feel like you know them.
From basic demographic information like age and gender to what keeps consumers up at night, big data reveals critical information that assists content creators in forming meaningful connections with their target audience.
Rather than stumbling around in the dark and hoping you’ll bump into content that resonates, big data shines a light on the kind of content that will be best for your marketing efforts. It’s the key to forming unique content that will attract new customers and keep them coming back for more.
If your eCommerce business wants to maximize its marketing efforts, you should absolutely invest in analytics, make big data the center of your strategy and start creating data-driven content.