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Using Big Data In Your Content Marketing Strategy

Published on 03 December 15
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Big Data is touted as the new wonder drug for modern businesses. Despite the fact that it has actually existed in one iteration or another for decades now, today's powerful Information Age innovations allow Big Data to finally be exploited to its full potential.

With that in mind, here are three ways in which Big Data can be used to help navigate the sometimes tricky waters of content marketing.
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Making Social Media More Sociable
Big Data is not the only thing that's really in its glory today; social media, with the rise of wireless networking and the proliferation of mobile devices, is a powerful force that can be used to help your business if used properly.

The article "4 Ways Big Data Can Take Your Content Marketing Strategy to New Heights" tells us that, by using tools like Facebook Insights and Twitter Firehose, you can get a really good picture of how posts are performing. That data shows you each post's reach, how it created comments and discussion, and how well it was received overall.

You can even use social media analytics to get an idea how often your business is mentioned and just how visible you are.

With that kind of data on-hand, your content marketing people can keep using the formula that works, thereby increasing your social media reach. Sometimes it seems like the whole world is on social media, and to a greater or lesser degree, a lot of it is. Getting better at social data content means reaching more of those people, and that translates as good news for your business.
Helping To Drive Conversions
If you have a business AND engage in content marketing, then you most likely are looking for conversions. After all, it's not enough to just have eyes on your site; you want those visits actually to turn into purchases.

Big Data analytics can show you how long potential customers stay in any given stage of the website visiting process. You can furthermore get an idea of which of your content they're downloading and which is just being cast aside, not to mention getting accurate figures on views, opens, and click-through rates.

All of this information, taken as an aggregate, can show you what bits of your content compel people to stick around and participate in the process of actually buying something from you.
Upselling To Your Customers
So far, we've focused on bringing in new customers. How about some effort directed at those people who already shop with you? Big Data can analyze what your customers are already buying from you, information which can be broken down by demographics, so that you can best create content that recommends other products and services that you provide.

Certainly you've seen this sort of thing before if you've ever bought something online. Inevitably you get the "People who bought this item also bought these items" style of messages. You can roll your eyes and shake your head at those messages, but sometimes they work, and they're a low-risk proposition that could pay off big. But again, in order to present a convincing case for buying more of your stuff, you need to know what they've already bought, see the patterns of things they're interested in.

There are a lot more ways Big Data can be used to drive content marketing. The more you use it, the more means of application will manifest themselves. For more insights into content marketing, check out "12 Best Content Marketing Tips To Convert Web Traffic Into Sales."
This blog is listed under Data & Information Management and E-Commerce Community

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