Data driven content marketing is all about using data and stats to help determine the best type of content you should produce, the content format, and the distribution process, so that you can get the most value from every single piece of content you produce. This can really help make sure your content, and your company reaches the right audience to be successful. But using this method is not always straight forward. In fact, it can be quite complicated, and some companies frequently make mistakes. So what are the most common data driven content marketing mistakes? And how can you avoid them? Well, here at Pumpkin Web Design, we are Preston’s leading web design and web marketing professionals. We provide valuable web design, SEO, and content marketing solutions to a range of clients, across the North West, including Southport and Wigan, as well as Manchester. As a result, we have produced this guide to help you avoid data driven content marketing mistakes.
The most common data driven content marketing mistakes
So, what are the mistakes that are made most often? And how can you avoid them? Well, there are several to be aware of, including:
- misinterpreting the data sets
- choosing the wrong key words
- setting achievable targets
Misinterpreting data sets
For data driven content marketing to be effective, you need to first interpret the right set of data, in the right way. And this isn’t always as simple or straightforward as it may seem. In fact, as simple piece of data, like the click through rate from a social media post, can only tell you a small part of user behavior and outcome. For example, a low click through rate may not mean your content was unsuccessful, if the people that do click through to your website then convert to paying customers or sign up for your services. In fact, quality click throughs are what you want, especially if they convert. At the same time, a high click through rate and a low conversion rate doesn’t necessarily mean failure either. If your content was to inform, explain or educate, it may well have achieved it’s purpose, with users not needing to convert right now, but they may be more likely to remember your company in the future.
To avoid this, try evaluating the data in connection with other data areas to build a broad picture of the performance of your content, and how best you can improve fro the future.
Choosing the wrong keywords
Data surrounding keywords can be a real challenge to navigate. Many companies choose to focus on the most popular phrases for their industry, using data surrounding competitors key words, and most common search terms. But to be successful, you need to choose keywords that are relevant to your industry, and you also need to create content for different stages of the “funnel”. This means that you will need to create different content types to attract a new audience, inform them, and persuade them to purchase. And for each different content purpose, there is a different set of keywords that you will need to rely on.
Make sure you use your content marketing to do more than just attract attention to your company, and this will help your content increase conversions too.
For more information or for professional web design and web marketing support, get in touch with the team today, here at Pumpkin Web Design.