Smart Content Marketing
In 2016, data is no longer just a tool used in helping marketers adjust their strategy; instead, it is often the subject of content itself. Marketers are increasingly taking a more creative approach to data, crafting narratives with data in order to tell a meaningful story to their audience, instead of having it “treated like a state secret, and used almost exclusively to drive internal decision making”, as observed by Alexandra Samuel.
According to Forbes, this year is not only a good time to be sharing perceptive data, but is also a prime time to be exploring the offline space of consumers as well as the online, as “the line between in-store and online shopping is blurring, and this makes for a great opportunity for brands to utilise data innovatively to help fuel their marketing efforts.” This integration between the online and offline lives of consumers on the part of companies improves the public appearance of the brand as a whole, as well as providing brands with the opportunity to consistently market themselves across both digital and real life forums. With this amount of data from both the online and offline lives of consumers, combined with further data from social media, companies can tell a new story about the lives of their customers using basic data analysis.
SMART Content Marketing
However, as well as strategically using data to better market products, there are also some SMART content marketing tips that can be implemented to boost your content creation – and these tips are smart in more ways than one. SMART is an acronym used by Hootsuite that stands for:
- Time based
Being SMART about your content creation ensures that your content is produced efficiently, and is always relevant to your content marketing strategy. Evan LePage said “Every piece of content you commit to should serve a clear purpose for your marketing efforts.”
However, Jim Yu explains that it’s not just data and efficient content creation that will be prominent in content creation in 2016, so will experience, as “emotions and psychology are important parts of making decisions. People remember experiences, not text.”
Despite this, data remains intrinsically connected to better content, as it can, according to ScribbleLive, “determine who is at the forefront of your industry” as well as “what kind of content you should be creating, and to better understand which content formats are gaining the most traction with your audience.” According to Savannah Marie of Bussiness2Community, the creative content that has an impact on audiences is the kind that provides “people with the type of content they’re craving, the kind that they have never seen before.