Big data analytics is facilitating enterprises to drive effective content marketing campaigns.
CMOs now rely on actionable data to drive buyer-centric marketing campaigns. With content becoming a crucial marketing tool, analytics is prompting brand communication to get better outcomes.
According to a recent study by Technavio, global content marketing budgets are forecasted to reach $412 billion in 2021. Content marketing has gone beyond a trend, with brands prioritising it to accomplish business strategies.
Data analytics is progressively being used to create content that is being read more, generating more revenue. Leveraging the available consumer data, businesses can customise buyer interaction, influencing the entire buyer journey – while segmenting their prospects wisely.
Indeed, this can help marketers optimise marketing budgets and maximise the brand’s impact. Lately, brands have been analysing audience interests to observe user behaviour to drive the editorial calendar. Targeting to an informed audience ensures that the marketing content and the investments are not getting wasted. With this focus on the target list, businesses can yield results that are aligned with their goals. Ideas, can be sought from audience insights too. A simple questionnaire can be more effective than a VR tool that’s complicated for users.
Today, nearly 60% of the banner ad traffic is fake, involving impressions on fake websites or clicks by bots – claims an AdPros study. Many influencers have fake or bot follower lists and fake engagements. As a result, it is critical to be wary of the fact and prioritise using third-party content marketing software to power big data strategies. Which in turn supports neutrally verified media properties, demonstrating real engagement and reach – from a real audience.
Clearly, content marketers should capitalise on new strategies that capture consumer interest. Currently, big data can help marketers with improved insights on what they must be focussing on – and this will help in planning a content framework for the long-run.