You know the old adage: content is king. This has never been truer than it is today.
Growing legions of marketers are focusing on developing effective content strategies via mobile and traditional online channels to increase customer and prospect engagement to drive higher conversion rates.
To succeed, marketers “must increasingly think like publishers as they compete for consumers’ attention in today’s digital world,” Jabeen Yusuf points out in a recent Forbes article.
Marketers, editors, and others involved with distributing online content can use data analysis and data discovery tools and techniques to determine the most effective approaches for developing and optimizing different types of content that resonate with customers and top prospects.
Analytics can provide marketers and other decision makers with several types of insights. These include the number of people who are viewing different types of content, the types of content they view the most, along with the length of engagement.
Marketers and publishers can also use data analysis and data discovery to better understand the types of content that particular customer segments find engaging as well as the types of content they don’t like.
Social and sentiment analysis can inform us why visitors to a company’s Facebook page like or even love certain types of content as well as material they may have found offensive or in poor taste. Data analysis and data discovery can also help marketers and other content publishers determine the next action that visitors take after engaging with content.
For instance, a home improvement retailer could use analytics to determine which customers or prospects interact with promotional content about holiday lights on its Facebook page and then click through to the company’s website to learn more about pricing and products for holiday lights.
Taking this a step further, decision makers for the retailer could also use analytics to determine the number or percentage of visitors who engage with content on its Facebook page regarding holiday lights – visitors who then purchase holiday lights online or at one of its outlets. The execs can also determine how much money they’ve spent and the other items in their shopping carts.
Business leaders can use these types of insights to determine the effectiveness of the content and how the results compare to the approaches the retailer has used in the past to showcase its holiday lighting products.
Although engagement is a highly qualitative experience, research demonstrates that providing consumers with engaging content and experiences can have a dramatic impact on business success.
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