In Part 1 of this interview, Avishai Sharon discussed the value of marketing personalization. In today’s post, he shares his expertise in content marketing to provide tips and best practices for driving results with data-driven marketing.
What are the most common mistakes or oversights you see brands making with their content marketing? What is the fallout of these mistakes?
Here are some mistakes we are coming across and some that admittedly, we also do ourselves:
- Not having clear goals – going back to my point above, this affects the entire feedback loop of measurement, analysis and optimization. Like every aspect of the business, it is very hard to grow without a north star.
- Not creating content in a consistent manner – that’s something we also struggle with. The fallout is that it can take weeks between posts and there’s a risk of audiences losing engagement. On the other hand, I think it’s more important not to compromise quality so rather than churning out fluff, we focus on deeper pieces that may take more time.
- Not connecting the content to call to actions – it is an opportunity to get more leads and demos, why not use it?
What should companies be doing with their marketing data today to prepare for future success?
With regards to data, companies should be mindful to two major points – collection and structure.
Data collection is making sure you are collecting as much information regarding the sources of traffic and behavior of your users on from the site. For example, tracking every visit, its source, when did they return, what they read, which events they completed, etc. Make sure you have full access to this information so that you can access it without restriction.
Data structure is making sure it is structured so that you can perform meaningful queries on it. This may require integration between the various marketing systems so that you can achieve continuous tracking.
What are the essential tools for companies to not only collect data, but also process it, visualize it and come up with strategies based on it? What should data-driven marketing departments be investing in?
Our solution, TrenDemon, helps marketers collect and visualize the impact of content marketing on business goals as well as automatically improve results with personalization. But there are other tools out there for the collection and visualization of data for insights, from the more complex BI systems to the simpler analytics tool.
More important than the tools themselves, it’s about recognizing the value of insights from data and actively testing and investing in various tools.
What trends or innovations in content and/or data-driven marketing are you following today? Why do they interest you?
I’m always fascinated by new visualization tools and new ways of making data more accessible. Another field that we are passionate about is predictive insights, a trend that has been accelerated by the proliferation of AI into the marketing technology space.
I think the convergence of better visualization together with autonomous capabilities of marketing technologies, help bring out the best in both man and machine. Especially in content marketing, human marketers play the lead role. Their unique ability to create stories and explore alternative futures is foundation for great content.
Today, technology can empower them with data and insights to help better guide and focus their efforts, and make sure they stay on course towards their north star.
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