One-size-fits-all content marketing campaigns fail to appeal to the eclectic mix of consumers that populate your target audience, but breaking free from and tried-and-trusted methods and old habits can be difficult, especially if you don’t have the manpower or resources to make changes.
Working with an agency can give you the skill set and tools to finally create high-quality, engaging, targeted content, but you will also need a fresh strategy for your exciting new marketing journey. Where’s the best place to begin?
Data has been a hot topic this year and you should now be fully aware of the vast potential that it offers to tech-savvy marketers. Data-led creative is a game changer as it can empower your business to uncover new keywords and topics, make better decisions, write better stories and personalise messages. The cumulative impact of data and analytics is considerable, so make sure that it is at the top of your to-do list in 2019.
“If you have customers and you have salespeople and you create content, then you have giant barrels of (data) monkeys that are just waiting to be linked,” ALIAS Partners Co-Founder Julie Wisdom says.
Empathy and personalisation
Digging deep into existing customer data is a great way to gain a clearer picture of the behavioural traits of your readers and customers. You should then use these rich insights to create content stories that amplify certain emotions during each stage of the sales journey. Empathy is a particularly important emotion to tap into as it can trigger positive actions from the awareness phase right through to the point of purchase.
Julie adds: “When you follow an approach that is informed by data, you force that strategy in a direction that naturally is more effective, differentiating, and relevant.”
If you want to engage a B2B buyer who takes a more methodical approach to decision-making, consider serving up long-form, editorial content that is meticulously researched and packed with technical data. Meanwhile, spontaneous B2C customers may react better to an eye-catching infographic with high-impact statistics. Use data to improve your creative methods and get a head start on competitors in 2019.