It is important to be data driven when working in the marketing industry. It is essential to consider analytics and data when creating strategies and assessing campaigns, but there are other ways you can incorporate data into online marketing, especially when it comes to content.

For successful content marketing, you need to be creating regular, high quality content that attracts shares and engagement. It is all very well having an opinion and writing it down, but how do your audience know that what they are reading is credible? 

Big-Data-1 6 Ways Data Can Supercharge Your Content Marketing

By scattering data throughout your content, you can rapidly boost the quality and credibility of anything you publish, which will most likely lead to an increase in interest and conversation.

Here’s our guide on using data to invigorate your content marketing:

Use Benchmarks

If you are creating content based on a how-to guide or an educational post, the chances are that you are going to be informing your readers as to what they need to be doing in order to achieve something else. But unless the end goal is a pass or fail situation, then how are your readers supposed to know the level of achievement that they need to reach?

Provide your audience with benchmarks, so they can relate their current achievement levels to them and then measure their future performance on them too. By providing them with a goal and an insight into their level of success, you will be making your content much easier to understand and follow.

Shows Changes Over Time

One of the best uses for data is to demonstrate changes over time. It is all very well saying that something has grown by a certain percentage, but from when? Until when? Use data to give your audience a bit more context into the changes you are talking about and what they affect.

By showing your readers how data has changed over periods of time, you are giving them further insight into the information you are providing and demonstrating a level of credibility behind your knowledge and advice.

Back up Your Facts

If you are trying to write a detailed news article or blog post about a recent event or situation, then you need to show your audience that you know what you are talking about and that you aren’t just making things up off the top of your head.

Providing interesting facts and then backing them up with the appropriate data, shows that not only are you not just churning out information, but that you also have taken the time to do research into your topic, in order to create high quality content.

Tell People Why to Care

It is all very well trying to persuade your audience that they need to pay attention and care about what you are telling them, but if you have data on your side they are more likely to sit up and listen.

If you are advising them to do something, give them a figure to catch their attention and make them realise that they actually do need to take your advice. For example, in my last post I explained that page load speed was an important factor when it came to bounce rate, and that 40% of people will leave a site if it takes longer than three seconds to load.

Showcase Success Levels

If you are looking to come across as a thought leader and expert in your industry, then you need to make sure people understand why they should be listening to you and following your advice.

A great way to do this is by using data to demonstrate previous successes. This can be a crucial part in putting together content for case studies and presentations. Show your audience why what you are telling them works and give them examples of when and where it has been successful. This way they are going to want to replicate that success by paying attention to your content.

Provide Original Data

There is nothing readers like more than an original fact and figure that they have never seen before. Referencing data collected on other sites is still great for enhancing your credibility and knowledge, but by collecting data yourself you are sharing never seen before information.

There are lots of different ways to pull together data, but the easiest way is to carry out a survey on an area of interest and then display the results in either an infographic or blog post on your site. After that, every time anyone refers to your data, they will then reference you as the original source.