Data is a critical part of any marketing strategy; without it your content marketing agency can’t create an impactful plan of action. Data helps create a holistic understanding of your company by analyzing your online analytics and overall online presence. Data shows user behavior, which helps you understand where you are succeeding and where you need to improve in your current marketing strategy.
Data is Research
There are very few plans that can start without research, including a strategic content marketing plan. Data is research—and research shows you and your agency a variety of information. Not only can you learn about your target market demographics that will drive your brand, but you can also discover a lot about where your place is in the current market. Research would never be skipped when putting together plans in finance or development. so don’t skip it with your content marketing efforts!
Data Allows for Analysis
Your content marketing agency should plan to analyze this data before they present you with a full marketing plan. Analyzing data lets them discover the root of successes and failures in your current marketing strategy. Analysis happens in three steps:
First, analyze past data. Find out which strategies provided good returns on investment for your company. Did Facebook succeed like you wanted? Which blog posts yielded legitimate leads? And on the flip side, which media platform didn’t succeed? Which blog topics were uninteresting to customers? Understanding these issues is vital in developing a content marketing strategy that avoids repeating errors or tactics that didn’t work for you in the past.
Second, analyze the current market to give you a better understanding of where it stands. Ask how your customers are responding to your current marketing plan. Look for ways in which you can improve your practices for the future. Have your agency of choice find out what your competitors are doing that you aren’t and see if you should adopt a similar practice. Analyzing the current market gives you a look into what strategies you should continue and which ones you should dump.
Third, analyze the future market. Use your current data to predict your next steps. Are there market trends you can already see? How can you utilize these? Analyzing the future market helps you, along with your agency, decide which direction you should take your content marketing strategy. Looking forward ensures you develop a plan that will have longevity in your market.
Data Helps Develop
Since we know data helps us understand our current markets, we can concede that data is necessary to help your brand develop. Any marketing agency worth their salt will ask you to give them all this data near the beginning of your working relationship so they can analyze it all and effectively create a strategy that works for you and helps you achieve your marketing goals. Also, early on, ask agencies on your radar what kind of research they do up front to provide a more accurate proposal and quote for you.
Data not only helps develop a strategy, it ultimately helps you develop your brand and sets you up for a successful future. It is a crucial part of any marketing agency’s initial preparation. With data, you can understand your customers’ behavior and better tailor your online efforts to fit their needs. Look for a content marketing agency that values data in their marketing plan, so you know they’ve done their homework.
Stay tuned for our next post, or grab the complete guide to selecting the right content marketing agency by clicking here.