As a brand, it is vital to understand who you’re targeting when it comes to content marketing. Although it can be a fun and engaging way to interact with your audience, it is only beneficial if it’s giving your audience what they actually want.

But how can you find out what your audience wants? The answer is simple; data. Make it the first step in any of your content marketing projects and create campaigns that deliver success.

Here’s how you can use data to support your next content marketing campaign:

Keyword Research

Don’t be shy when it comes to looking for data on your audience. Keyword research is crucial when it comes to knowing what your audience is searching for.

Using a host of online tools, you can identify what information your audience is looking for in relation to a product or service that you provide. By understanding where the interest around a topic lies, you can answer the questions that your audience are so frequently asking. Instead of generating this interest from scratch, you can tap into the pre-existing curiosity.

Performance

Look at what you’re doing now, look what you’ve done in the past and focus on what you can do for the future.

How did the content marketing pieces that you created in the past perform? Did data-driven pieces secure the most valuable coverage? Was there any feedback from influencers that you can take on board? Knowing this type of information can make your future projects better informed.

Competitors

Regularly check what your competitors are doing – competition is healthy but you’ll naturally want to maintain your edge. See what they’re doing successfully and learn from their mistakes. It’s also good to see what your competitors aren’t doing and create original pieces that will connect with your target audience.

Of course, we’re not saying that you should rip-off their ideas, but only by understanding the wider search landscape can you create and implement successful content marketing campaigns.

Mediaworks is experienced in delivering successful informed content marketing campaigns. For more information on how we can improve your content marketing campaigns, contact us via the form below.