Valuing Data: The Key to Understanding Your Audience

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Neil Patel of Quicksprout believes that the game of content marketing is changing. He’s right, of course. Standards and expectations in the startup world change constantly and content marketing is no exception to that rule. It’s changing because your audience, their interests, and their behaviors are changing. Reading into your data and understanding it’s genuine value will be the key to keeping up and adapting to audience unpredictability.

KISSmetrics published a blog recently that tried to riddle out exactly what your analytics data is worth. In basic terms, they found that there was a huge difference between companies that took a long, hard look at their data and used it for the purpose of case studies and marketing than companies that did not.

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It takes more work to really comb through your data and find the patterns that are going to begin to define your audience, but it’s clear that both monetarily and time-wise, it’s well worth the effort. You can track when a campaign isn’t working, and you can adapt accordingly.

Data means you can avoid costly marketing and needless waste. For companies on a budget, data is what is going to make you lean, mean, and effective.

The problem is that data and human-decision making is rarely so clear cut as that. FirstRound shared their take recently and what they found is that people and their decisions are highly unpredictable, but the good news is that knowledge can be leveraged.

For them, the key to audience building starts in the knowledge that you don’t know what you’re going to learn about your audience ahead of time. If you think you know your customers before you begin gathering the data, you will fail.

Instead, you need to be prepared to defeat customers’ preconceptions, their supportive bias, and get them on your side. If you can make them believe their current situation needs improvement and your product is the answer, then you have your customer. To do this, help your customers recognize the mistakes in their past method and do that with data.

If used the right way, the potential of good data is limitless. Neil Patel believes that data is not just a tool to find out how to market to your audience, but it should be tied into the marketing itself.

People are more skeptical and savvy than ever, and data is quickly becoming one of the strongest ways to convince and to back up your claims. With the increasing amount of analytics tools available, you can’t let that avenue go to waste. Great content is backed by great data and when you have that, you have your audience. 

— ZK

 

Ed Lynes13p5Comment