ebook - how to develop a data driven content marketing strategy

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Page 1: eBook - How to Develop A Data Driven Content Marketing Strategy

6 Steps to a Data Driven Content Marketing Strategy

A B

A B

A B

Page 2: eBook - How to Develop A Data Driven Content Marketing Strategy

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

Page 3: eBook - How to Develop A Data Driven Content Marketing Strategy

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)

Page 4: eBook - How to Develop A Data Driven Content Marketing Strategy

Steps to Developing a Data Driven Content Marketing Strategy

Page 5: eBook - How to Develop 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?

Page 6: eBook - How to Develop A Data Driven Content Marketing Strategy

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.

Page 7: eBook - How to Develop A Data Driven Content Marketing Strategy

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

Page 8: eBook - How to Develop A Data Driven Content Marketing Strategy

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.

Page 9: eBook - How to Develop A Data Driven Content Marketing Strategy

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.

Page 10: eBook - How to Develop A Data Driven Content Marketing Strategy

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.

Page 11: eBook - How to Develop A Data Driven Content Marketing Strategy

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