Knowing who you are selling to is a large part of marketing, but knowing how to apply that knowledge is what makes it valuable. “Data-driven content,” in particular, refers to a strategy that takes information into account gathered from customer databases and topics that are popular with particular audiences. In other words, you are far more likely to be able to find your audience if you focus on a specific group of people as best you can rather than advertising your content entirely randomly. Data-driven content, however, is not as simple as using a specific, singular strategy.
Evaluate Your Audience
As with any business plan, you should take into account the projected size of your audience before you make any substantial investment into your content. If there is substantial competition for your content, for example, you can look at your competitors for some idea of whether you are dealing with a popular subject or a niche interest. It may also be worthwhile to consider if the popularity of your chosen subject is lasting; some topics can be of interest to many people for a long time, but many more tend to be merely fleeting in nature and you should plan accordingly if you are interested in producing useful content. In short, if you have a realistic expectation of your audience you are better able to exceed that audience’s expectations while still maintaining a reasonable business model.
Consider What Your Audience Values
Values can change from one audience to another, even within that same audience. Your content could be based entirely around a particular set of values, such as religious or political content, but if this is not the case you will likely have to perform a survey, coordinate a focus group, or conduct some other kind of market research to get this kind of information. Your audience will almost certainly have a preconceived notion of what your content should look like before they look at it in the first place, and these notions will likely come with a set of standards that you might not be aware of. If you can come up with a cohesive vision that your content will reliably stick to, you are far more likely to get a consistent and dedicated audience to work with.
Adjust Your Content Accordingly
How you actually apply this information is where the rubber meets the road, so to speak. Applying market research information to your content can be a daunting task for anyone, but pulling it off can be very rewarding. While large companies might have a lot of resources that they can spend on seeking out and applying market information, your methods need not be grandiose. Consultation services like those from SERPtheory can help you find out what, precisely, you should try to change marketing-wise, for your audience. You shouldn’t be afraid to make changes to how your content works, but doing so gradually and in an informed way would be the best way to do so or you risk making a change that everyone dislikes.
Your ultimate goal when using data-driven content, ideally, is to give your consumer base the best product you can in a financially viable way. You could certainly use a more broad approach with your content and you could, eventually, find as much success as you might without, but taking a more streamlined approach to your work will save you time and effort in the long run. In any case, finding out more about your audience may also very well give you ideas on how to improve your content overall if you are open to the possibility.
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