Data has become the cornerstone of many movements of companies when it comes to brand and product positioning. Data and its analysis have become a fundamental question to design products, to create market strategies, to know consumers or to detect where the company chain is failing. But the use of data and information can go far beyond these uses that are being given at the moment and can affect many more areas of business and work. Information can change everything and big data can modify the positions of the company in practically each and every one of the points. And one of those areas where Indonesia Mobile Database data can change what is being done is in emerging content marketing. The contents have become a crucial element for the strategy of companies and the new issue around which the positioning of the brand revolves in the times of the Internet.
Content, and quality content specifically, have become a fundamental element for many things. In the first place, the contents respond to the new needs of consumers, who want companies to offer them information and added value elements. That is what makes companies now create their own information portals on the topics that interest their consumers, such as a recipe site for a food brand. Second, content has become a key element to position itself on the internet, since at the SEO level they are highly valued as a sample of the value of the site in question. Producing content on a regular basis and above all producing quality content is a fundamental issue in order to reach the heart of the search engines. The contents are therefore crucial but they can also be significantly improved by applying big data to them. Content marketing and big data, two of the trends that are changing marketing, can coexist and merge to make the former much more effective.
The boom of data journalism Brands have yet to understand this , as noted in the article from Harvard Business Review , because right now are losing sight of the potential of the data as a key element in the content. Firms must learn from the mainstream media, which has quickly grasped the potential of the big data and has launched into what is known as data journalism . What exactly is data journalism? These contents are an evolution of specialized journalism and, more specifically, precision journalism (which already used, even before the data boom, the specific information from statistics to make information). Only now journalists employ much larger streams of information than ever before, as they use large masses of data and big data tools to analyze and build stories.
The big newspapers , like The Guardian or The New York Times , have already created their own big data teams and are developing stories using these technologies. The results are usually very eye-catching articles with a lot of potential to go viral. What works for the media, as content marketing is showing, can also work very well for companies, especially considering that companies have a very extensive database that allows the extraction of a lot of very varied information that can help produce equally varied and highly engaging content. Brands can also join data journalism , with the great advantage that they can do so by talking about them and without having to make the great effort – which the media does – of capturing large databases.
However, and saving interesting exceptions such as OK Cupid (who has a blog in which he publishes conclusions about how people are in love based on their Brother Cell Phone List), companies are not playing that game. The benefits of using the data The benefits of using the data that is available and, therefore, using big data in the content marketing strategy can be quite broad and also touch different suits in positioning issues for the company. The benefits can be direct and indirect and can make the brand improve positions in several areas. What are the main benefits of using big data as a point to generate content and therefore as a catalyst for the content marketing strategy? The first point that would be improved would be, they point out from the Harvard Business Review , that of traffic . Data-based content (such as infographics) are some of those that consumers tend to share the most and therefore those that tend to have better visit rates.
Likewise, this type of content usually has a special solvency, which makes its useful life (and its potential to attract more traffic in the future) much longer. The second point they generate is value . Content marketing has become a fashionable issue, in which more and more brands are present. Companies have started to create more and more content and try to position themselves with it, which has generated a certain information overbooking. But many of those contents are not really of quality, they are so to speak of the pile. Standing out among them is possible, as long as differential content is created with real added value. Data and information prospecting often do. The next point that these contents reinforce is that of authority , since they help to see the brand as an expert in the field. You know what you’re talking about, those articles seem to say.
This content is also very good to get earned media , since it makes the other interlocutors of the network (whether they are journalists looking for sources to tweeters eager to find material to tweet) are much more inclined to share this content. Similarly, the use of data in content marketing has an impact on how the company is viewed and reinforces the idea that it is transparent. The firm gains transparency , since it is showing its information to the world, letting them see part of its wisdom. And finally, the use of data in content marketing has a more indirect effect and much more related to the company’s own operations than to its consumers. It has a learning function , they point out in the analysis, since it allows you to see the data from other perspectives.
