ebook - how to develop a data driven content marketing strategy
TRANSCRIPT
6 Steps to a Data Driven Content Marketing Strategy
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26 Steps to a Data Driven Content Marketing Strategy
Table of ConTenTS
3 The importance of a data driven content marketing strategy
4 Steps to developing a data driven content marketing strategy
5 Identifyyourbuyerpersonaprofiles
6 Create content based around your data analysis
7 Turn your insight into action
8 Engage your audience
9 Create channel appropriate content
10 Test, measure & repeat
11 How ZoomInfo can help
36 Steps to a Data Driven Content Marketing Strategy
The IMporTanCe of a DaTa DrIven ConTenT MarkeTIng STraTegy
Buyers are more likely to take action when campaigns are relevant to them. In order to step up
your content marketing game, it’s essential to analyze and understand your existing data. Your
data will help you identify your buyer personas, allowing you to better segment your contacts and
run targeted campaigns. In fact:
Use the six steps in this eBook to execute a data driven content marketing strategy and start
improving your campaigns today.
leads who are
nurtured with
targeted content
produce a 20%
increase in sales
opportunities (source:
Aberdeen)
67% of people find
content related to
their job function
valuable (source:
MarketingSherpa)
email campaigns
generate 65% of all
leads and account
for 23% of sales
generated (source:
KPMG)
personalized emails
improve click-
through rates by
14% and conversion
rates by 10% (source:
Aberdeen)
Steps to Developing a Data Driven Content Marketing Strategy
56 Steps to a Data Driven Content Marketing Strategy
STep 1: IDenTIfy your buyer perSona profIleS
Buyerpersonasaredefinedasprofilesofyourbestcustomers.Inordertodeterminewhoto
target and the best way to speak to these people, you need to identify your buyer personas.
Uncovering the characteristics of your best buyers is critical for developing targeted content. To
identifyyourbuyerpersonaprofiles,speakwithyoursales,marketing,finance,andclientservices
teams and use existing data to validate.
Look at the following data points to help you validate:
• Who are your top performing customers?
• Who are your best leads?
• Which were your biggest deals?
• Which customers closed fastest?
66 Steps to a Data Driven Content Marketing Strategy
STep 2: CreaTe ConTenT baSeD arounD your DaTa fInDIngS
There are numerous business opportunities hiding within your dataset, which is why data analysis
is crucial. When you analyze your existing data, you may discover some of your best buyers are
from industries you never knew you catered to. Also take a look at Google Analytics to see what
types of content are performing best.
Always remember you’re marketing to real people, not to numbers, prospects, or statistics. These
people have real challenges and goals they’re trying to reach. They want to be successful at their
jobs, so think about content you can create that’s relevant and can help them achieve their goals
and overcome challenges.
76 Steps to a Data Driven Content Marketing Strategy
STep 3: Turn InSIghT InTo aCTIon
It’s important to understand your buyer’s journey and the content requirements for each stage. For example, someone in the discovery stage most
likely isn’t aware they have a problem. It’s your job to create awareness around a new problem with your content such as blog posts, whitepapers,
andwebinars.Someoneintheconsiderationstageisawareoftheproblemandtryingtofindasolution,socontentsuchascasestudiesandvideo
testimonials are perfect. During the decision stage your content should be focused around the value of your product, such as data sheets or value
focusedwhitepapers.Keepyourbuyerpersonaprofilesinmindwhenyou’recreatingthiscontentandmakesureit’srelevanttoyourdifferentsegments.
buyer’S Journey
awarenessCommiting to
changeexploring possible
solutionsCommitting to a
solutionJustifying the
decisionMaking the selection
ConTenT MarkeTIng & SaleS enableMenT STraTegy
Create awarenessalign problem with business
issue
help buyer identify needs to
solve the problem
align solution with specific set of
business needs
Make the business case for change
validate and prove best value
TypeS of ConTenT To CreaTe
blog posts, whitepapers,
ebooks
Webinars,videos
Customer case studies
video testimonialsproduct
data sheetsvalue focused whitepapers
86 Steps to a Data Driven Content Marketing Strategy
STep 4: engage your auDIenCe
Creating data driven content is great and all, but if you lack the ability to turn insight into
meaningful engagement, what good is it? Know and understand your buyer personas. Where do
they go to gather information? Social media? Relevant blogs? Email? Wherever it is, make sure your
content reaches them on the appropriate channel.
Also make sure to engage your internal audience. Make it easy for other departments at your
organization to share and engage with your content. This will not only expand the reach on your
content, but it’ll increase engagement as well.
96 Steps to a Data Driven Content Marketing Strategy
STep 5: CreaTe Channel approprIaTe ConTenT
Think about where you’d like your content shared before you start creating it. Sometimes content
you post to your blog or social media channels might not be appropriate to send via an email
campaign. If you want your content to be taken seriously and shared, you need to understand the
channel you’re using to send it. In fact, the channel matters almost as much as what your content
says.
106 Steps to a Data Driven Content Marketing Strategy
STep 6: TeST anD MeaSure on a regular baSIS
No marketing strategy is ever set in stone. Just because something generates amazing results one
month, doesn’t mean you’ll achieve the same results the next. That’s why it’s important to test
and measure on a regular basis. There’s always room for improvement in your content strategy,
however you’ll never know what works and what doesn’t if you aren’t testing.
Trysendingyourcontentoutindifferentformats.Sendanemailmarketingcampaignthatincludes
an infographic and one that includes the same information in a whitepaper. Then compare the
email statistics, such as open rates and click-through rates. This will help you gain insight as to
which formats work vs. which don’t work. But remember to keep testing – audiences change and
technologies evolve.
Do you need help creating a data driven content marketing strategy? ZoomInfo can analyze your
existing dataset and help you identify your buyer personas, segment your data, and create targeted
campaigns.
Contact ZoomInfo today at 866-904-9666 or visit www.zoominfo.com