Data-Driven content is a term that’s thrown around a lot these days, but for good reason. When you’re creating content, you need to be able to determine which pieces of content are actually resonating with your audience. Otherwise, who are you publishing your content for? Is the majority of your audience going to be turned off by your content since it isn’t really for them?
Using your analytic tools are only part of the story as Joshua Macht and Sarah McConville point out in their article. Data and insight can also be gathered through more traditional means – focus groups, speaking to customers, surveys, testing, and more. It’s a combination of these methods and systems that give you a whole picture of what your content is actually doing and if it’s valuable to your audience. One key takeaway is that if you’re not segmenting your audience already, then that must be your first priority in order to start testing and determining what actually works for your audience. Publishing data-driven content is a constant process. Always test and segment to truly deliver what your audience desires.
Building a Case for the Data-Driven Publisher
The old saying goes that a vision without a strategy is just a dream. That pretty well sums up the hype surrounding data-driven marketing for years. Back during the earliest days of the web, it seemed as if publishers would be able to transform their businesses using the magic of cookies. But the gold proved elusive.
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