5 Keys to Data-Driven Content Marketing

Content marketing is informative, entertaining, and helpful. But great ideas for content aren’t enough. Who decides they are “great”? The customer decides. How do we know the decision of the customer? Data–the more the better.

Content Marketing Starts with Creating Great Content

Your content must consist of compelling, audience-centric, findable, shareable stories. If you build it, they might not come. Content must be built with audience interests in mind so that they will find it and come share it with their peers. Once built, it must be published and promoted. Content does not market itself.

You measure the effectiveness of content marketing according to how often it is used and shared.

Content is Useful Only in Context

You can’t just create content in a vacuum. In digital media, content is only as valuable as the number and quality of references to it (links, social shares, etc.). It is more useful if it builds on existing work than if it duplicates it. It is more useful still if it is built as a part of a system of other content that answers specific questions in a several-step information journey. This is especially difficult for traditional marketers, who want to tell self-contained stories.

You measure how well connected content is, within its context, by performing link analysis.

Content Needs Information Paths

Chances are that your audience will choose a different path through your content than the path that you designed. That’s to be expected. Digital media and books are not the same. In books, it is the author’s story. The reader implicitly concedes this point and passively consumes the story according to the author’s agenda. Digital media need not be consumed in such a linear fashion. The digital reader or viewer is in control. It’s their story, and they’re piecing it together from multiple sources on the fly. This fact vexes some traditional marketers because, like book authors, they are accustomed to crafting media to be consumed serially.

You measure and track users through your content to create experiences that align with their journeys.

Great Content Speaks Your Customer’s Language

Because the audience builds their stories using multiple sources, you must use language that the audience understands. Though you want to tell your story, your story will not make sense ijn the context of the audience’s story if you don’t use common language. Coining your own terms can lead to jargon that’s confusing to your audience. It’s natural for marketers to desire unique trademarked names for their products, but when you need to explain too many words, your message loses its punch.

You learn the common language by conducting keyword research and by listening to social channels.

Content Marketing Requries a Publisher’s Reputation

As in all other forms of publishing, credibility is the currency in the digital world. A sure way to gain credibility is through transparency. Not only must you publish the truth as openly as possible, you need to avoid hyperbole and other forms of exaggeration. This can be especially hard for some public relations professionals who are used to telling only the “good stories.”

You can measure the credibility of your content by performing sentiment analysis and other forms of social listening.

Content marketing is emerging as the primary way many brands engage with audiences, to the degree that resisting content marketing has become a  career-limiting decision. For example, only 12% of UK companies do not focus on content marketing.

Perhaps data-driven content marketing’s most striking aspect is its use of data to understand the audience. Data allows marketers to provide the content they need to solve the audience’s problems and to answer their questions. Are you making the most of it?

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About Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm.

Why Customer Experience Matters Most For B2B Marketers

The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. And, worse, the way they make it difficult for those teams to work together. Customer experience matters for B2B marketers. You’d think you would make that easier to bring to life.

You’ve got a product marketing group that develops the content around your products. You’ve got a content team that develops landing and promotional pages. You’ve got a search marketing team that tries to drive people to those pages. You’ve got a social marketing team, ditto. You’ve got a conversion rate optimization squad that tries to generate leads. You’ve got a CRM team that focuses on developing those leads, funneling them to the right salespeople, and turning them into sales. Or you’ve got one very overworked team trying to do all of these at the same time. And who don’t have near enough time to work together.

You’d think that in 2019, this wouldn’t still be true. “Customer experience is queen” and all that. But, since people keep hiring us to help them untangle that knot, it seems that’s not the case.

Don’t get me wrong. I love helping clients sort out these problems. But that’s clearly not the best solution for your customers. Here’s why. And what you can do about it.

Here’s the thing. Your customers, without being mean about it, don’t really care about you. They care about their own needs, their own problems. As the old joke goes, “Your customer doesn’t want a drill. They want a hole.” At best, especially early in your relationship to the customer, you’re a solution to a problem. Over time, with patience, skill, and more luck than any of us want to acknowledge, you can become a trusted partner. But at the start, you exist only to — and only if you — solve a problem.

That’s why most folks start with search. We consistently see sites receiving at least 40% to 60% of their traffic from organic and, to a lesser extent, paid search traffic. The good news is that the customer is telling you what she wants. She’s literally asking for your help. The bad news is that so few sites succeed in answering her question. Isn’t that part of the customer experience?

In fact, it’s the first chance you get to both create a great experience and to develop a relationship. Why aren’t those better connected? What questions do your best customers ask? Is that information shared with your search marketing team? With your product marketing team? With your content team? If not, why not?

When you fail to connect these functions, you risk breaking the steps of the customer journey — and of breaking the customer experience. It’s tough to create a great customer experience or a great customer relationship when you don’t listen to the questions your customer asks and help them move from one step of the journey to the next.

The truth is that you care about customer experience because it literally informs every step in that customer’s journey. You care about search because, for most companies, it represents the first step in that journey. You care about account-based marketing (ABM) because it helps connect you with the specific needs of an individual customer. You care about behavior-based personalization because, well, it does the same thing.

So how can you fix this? It’s simpler than you might think.

Grab your colleagues from another team. Order a pizza or two. Start talking. Start sharing data. Start measuring where you lose your customers along the way. And start working together to fix those breaks.

Customer experience matters for B2B marketers. In fact, I’ve gone so far as to say many times that customer experience is queen. For B2B marketers, it’s especially true. So give homage to the queen. Help your team get to know her. And don’t be surprised when she showers you with riches.

Originally posted on Biznology.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: Customer Intent is New Again

Alternatively: Chicken Soup for the Customer’s Soul

It’s time to start thinking about the value of intent based marketing differently. The idea itself isn’t new, but now the data is finally there for people to solve their business problems.

What is your customer experience like if you could walk into a diner feeling under the weather, and are immediately offered chicken soup? Online companies don’t have to lose that personal touch. 

You can improve your buyer’s journey by optimizing results to find specific answers to specific questions. But those are hard to predict. Rather than optimizing the result, how can you optimize the experience — the full journey, whatever it might look like? 

These are questions that need answers. Because the reality is: you compete with all the experiences your customers have everywhere online. When a customer goes to Amazon and has a great search experience, they ask — why doesn’t everyone work this way? Your competition isn’t just other B2B companies, it’s Amazon too. High standards and a poor experience will send visitors looking somewhere else — anywhere else.

The data you gain from having a better site search lets you optimize the rest of the experience. Websites can be intelligent when this data is put to work. Do people who buy chicken soup also usually buy herbal tea? Desserts? Your data knows, and your site can make suggestions. Want to make it happen right away? Check out our technology solutions.

0:00 Intro

1:20 Intent based marketing is new again

11:45 Your competition is the whole internet

16:48 Search is intent, fundamentally

19:05 How do you utilize data to improve the customer journey?

29:05 Outro

SearchChat is available on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company.

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About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

SearchChat Podcast: AI Goes Back to the Basics

We at SeachChat frequently talk about how AI and site search produce value for your site. But let’s break that down for a minute. What this is all about at the end of the day is customer experience.

When a prospective customer arrives on your site: are you helping them? Are you answering their question? What value might you be creating — for them, and for yourself?

Steve and I focus on some of the most important ways to fix your site search improvement program. It might not sound like the most glamorous solution, but it’s the best way to ensure you can capitalize on site search insights. Site search offers some valuable information: what can you learn about a visitor and their intent.

As I wrote recently, site search is your company’s best salesperson. When powered by AI, your site search learns about your prospective customers and can tailor results to guide them. Machine learning lets site search deliver results that drive sales. If a salesperson was performing as poorly as your site search, would you even keep them around?

And as always, to best improve your site search and utilize its data — drop us a line.

00m 00s — Intro and overview

02m 20s — Site search insights on Search Engine Land

13m 00s — Site search value and site search as your best salesperson

18m 50s — Developing a strong site search improvement program

23m 16s — AI and its connection to search

32m 30s — Customer experience

33m 23s — Subscription links and outro

SearchChat is now on

Search Chat is SoloSegment’s podcast dedicated to all things search AI and content marketing related. Who is SoloSegment? We’re a technology company focused on site search analytics and AI driven content discovery to improve search results, increase customer satisfaction and unlock revenue for your company.

Check us out on FacebookTwitter, or email info@solosegment.com.

Originally post on Biznology

Avatar

About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results.

SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

How does your search customer experience treat your visitors?

This morning I had to log on to United Airlines’ website to request a refund for accommodations from a recent overnight flight delay. Surprisingly there is no form specifically for this type of request on the site. I struggled with a bit of cognitive dissonance on how to fit my request in the standard fields where one might complain about rude service or a poorly maintained restroom.

Needless to say, I didn’t come away from the experience with a favorable opinion of United or its process. This at a time when they should be trying to take a bad situation (my original overnight delay) and turn it into something awesome. It didn’t help that there were errors in their login process as well as an inexplicable refusal to load a 900KB JPG file that was both less than 1MB size limit and one of the approved file types.

Am I less likely to return to united.com because of this bad experience? No, I’ll be back. Fortunately for United, oligopolists can get away with poor service. Can you?

Steve Zakur

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.