Data is the cornerstone of a successful, long-term content marketing strategy. But there's a right way to collect data, and there's a wrong way. And as your fledgling initiative needs all the help it can get, it pays to be vigilant in this area – as it can be tempting to use data to defend itself at all costs, rather than to improve your efforts. . To understand the role that data plays, it's important to look at strategy collaboratively and holistically instead of one piece at a time by one person or team in the organization. I can't give you the best way to analyze the data (there is none), but beware of these bad practices. Don't look at data one piece of content at a time. Look at content data holistically, advises @KLundT3. Click to tweet Produce the data.
When data is used to validate an opinion, it is anti-collaborative and can lead to biased decision-making. How to spot the problem? The data comes from a single source and is probably measured by a single person. It is measured without proper context and/or it is subject to errors or omissions. Each of these elements must arouse the suspicion that the person Illustrator Art Work carrying out the analysis is working in his own interest. Data without context. Carpenters follow the rule: “measure twice, cut once”. This also goes for content marketing strategy. Many companies measure once and cut without regard. No break. The reasoning is, "the data points to X, so we need to do Y." The problem is that hidden variables can drive the results. Without collaborative interpretation of data – such as allowing other team members, including yourself or your subject matter experts – to challenge ideas,
false assumptions are often made. Premature data. Too often, marketers make assumptions before strategy can take root and have impact, leading to poor decision making. The pressure on marketers is enormous to deliver results, but try to set realistic expectations among stakeholders about how long it will take for content marketing to pay off. In most cases, data can be reasonably analyzed in six to twelve months, depending on strategy and content channel. Before that time runs out, use your data analysis skills to make changes or identify early trouble spots.