on 12 April, 2019

According to IBM, the world collectively creates each day, 2.5 quintillion bytes of data, and 90% of the existing data has been produced over the last two years alone. Big Data is the sheer enormity of information that users generate every second of every day, both online and offline. Big Data can be any type of data, including but not limited to:

  • Sensor data
  • Text / audio / images
  • Video
  • Clickstreams
  • GPS signals
  • Transactional information

An effective Big Data system is able to collect, analyze, and manage these data for insights that lead to better decisions and strategic business moves. It is also incredibly handy for content creation. Big data enables the manipulation of information to uncover a variety of social dynamics, the possibilities to are endless.

The creation of content culled from research has multiple benefits for companies’ content marketing. Interesting data transforms intro interesting content for a blog, website, or social media page. Companies can come to learn their audience by tracking what, how, and when they are making consumer decisions.

Using Big Data for effective distribution of content

With some creativity and a good content marketing strategy, a business can use this information to their advantage. This can be materialized through promotional campaigns directed at a precise target market. Take Facebook, for example. It has the largest database of information about its users and their likes. This information can be used by brands and businesses to better plan their campaigns and distribute their content in a specific area.

So, if an emerging sustainable clothing brand wants to launch a campaign for their upcoming collection, Facebook will allow them to only target users who are interested in sustainability and fashion. The company’s content marketing strategy will be more effective and offer better ROI. Therefore, Big Data can be utilized both as the basis on which you build your content, and to assist in getting your content to your target audience. Neat.

Using Big Data to produce your content

The primary role of content marketing is to generate and distribute relevant, share-worthy and interesting content.

There’re a few common types of content:

  • Blog posts / Articles – written content in a standard format
  • Podcasts – recordings
  • Infographics – a visual breakdown of stats and facts
  • Slides – visual and content put in presentations
  • Interactive charts / Visualized data – allows people to interact with the data (e.g. apply filters)
  • Guides & tutorials – long-form content

And here’re a few tools to help create each type of content:

  • Grammarly – for writing without grammar mistakes. Applicable to blog posts, articles, guides and tutorials.
  • SPP – a podcast player for bloggers
  • Canva – tool for creating visual content (e.g. infographics)
  • PoweredTemplate – a tool for creating visually appealing presentations and slides
  • Infogram – a tool for visualizing and embedding data

Image Source: Infogram

Big Data provides a way for the content strategist to identify exactly what their audience finds relevant and interesting. The conversion of this data into user-friendly, engaging content is what separates a company using effective content marketing from those who neglect big data. Granted, it is possible to create fascinating and relevant content which may or may not be exposed to your target market, without using effective big data sets. However, in a 2018 survey, data-driven content marketing campaigns were 23 times more likely to acquire customers and 6 times more likely to retain customers as a result – MGI.

In the same survey, 92% of marketing professionals recognized ‘personalization’ as a crucial element of customer experience. Big data enhances the ability to personalize content, given the vast evaluation of customer behaviour. Content marketing can be tailored around what the customer likes, wants and finds value in, considering the fact that 70% of customers would rather learn about the company via articles than ads. No efforts are wasted and the risks of producing irrelevant content are minimized, allowing for a greater return on content investment.

This evidence suggests that most organizations are in favour of effectively utilizing big data to enhance the customer experience. Manipulating big data and redirecting your content marketing strategy towards its findings, should produce personalized content that helps to establish a personalized relationship between your company brand and your customer base. Thanks to all the data out there, you have the analytical tools to determine what’s trending, where, and amongst what demographic. Questions of what type of content to create, its length, when and where to post it, can all be answered by Big Data.

Big Data gives your content substance

Transform your content marketing strategy into a ‘science.’ Not only does the use of big data determine the substance of your content, and help to distribute it in effective areas; it also strengthens your content and gives you credibility. Sharing credible, trustworthy content attractsand retains customers and enhances your brand’s reputation. Further, your brand is held accountable for the information it shares. Not all publicity is good – do not earn a reputation for poor quality and fabricated content. Check in with the 2.5 quintillion bytes of data produced each day to find reinforcing evidence to support your content.

Using Big Data to Evaluate content marketing strategy

Aside from the fact that the creation of your content marketing should be somewhat based on the provisions of big data, one of the benefits of using content as a marketing strategy in the first place is to track and monitor its success.

Content marketing after all, is done with the aim of driving traffic to your site to take a specific action. Whatever you want your customers to do on your website – subscribe, comment, buy – you need to be able to track its success. Advanced analytics generate graphs with figures on traffic, time spent on your website, audience clicks, and so forth. Google analytics measures the results against your goals. With the use of data, generating data allows you to accurately track the success of your campaign, and quickly eliminate any aspects that aren’t performing well. Saving you time and resources, and optimizing future content marketing strategies.

Thanks to the whirlwind of accumulating data, generated by our consumer choices every day, brands can begin to understand their target audience better, and consequently create far more interesting content that matters to their audience. Content-based on data is credible and enhances brand loyalty. Going forward, a continuous distribution of trusted and interesting content, should enable a company to retain their loyal customers.

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