“Data-driven content” is a buzzworthy phrase gaining more and more traction in the marketing world. Brands with a unique content perspective and strong thought leadership are creating content backed by data — this helps set you apart from your competitors or other brands not using data-driven content.
Now more than ever, there is a push for marketers to develop relevant content that benefits their target audience and their bottom line. By how can you further differentiate yourself in a marketplace full of brands posting content every single day? We are suffering from content overload, and a not lot of it is great content that is useful or unique for a brand’s target audience. Instead, brands should spend time creating content using their internal data. Here are a few reasons why it’s worth the investment.
Data-Driven Content is Interesting & Shareable
According to BuzzSumo, an article with relevant data gets 37 percent more shares than an article without. Content that leverages your internal business data is highly interesting and shareable to your readers and the industry because the content is brand new. The internet is full of the same data being shared by numerous different websites, all of which are trying to put their spin on it.
To make your raw data interesting, though, you need to take the gleaned information, such as audience demographics, persona research, etc. and translate that into insights from your company. What does the data mean? Provide context around the fact that more of your small business customers started a business in 2017 than 2016, for example. You might release a press announcement that there are more people creating small businesses now than previous years, which indicates the small business economy is a healthy one. Those insights can help creative form ideas to develop infographics and charts, which all make the data more digestible. Digestible content = shareable content.
Zillow is a great example of data-driven content done well. With over 110 million homes in their database, we know that Zillow has access to a surplus of data on the real estate market, such as home’s value, amenities, square footage, estimated mortgage payments, etc. They’ve done a great job taking this data and repurposing it into original content that users find interesting. For example, they create quick reads and articles around where millennials can afford to buy homes or where affluent millennials tend to live. As users continue to share this data, Zillow’s brand is recognized as a reputable go-to when it comes time to look for a home or place to rent. Suddenly, they’ve positioned themselves as a thought leader in the real estate industry and people might trust to work with their brand more when buying a house.
Data-Driven Content Pushes Your PR to the Top
Data-driven content, such as infographics or a report featuring your research, work great in public relations pitches. In the previous example used about the health of the small business industry — these types of research conclusions formatted in beautiful infographic or image content makes it easier for your study or dataset to be covered by some media websites. For example, Paychex data was recently featured in a CNBC report highlighting the decline in small business job growth in of March. Not only is Paychex data used to support the article, but the brand developed a clean and simple infographic to accompany the data. See an example of how it’s embedded in the CNBC report:
CNBC was able to develop a report around Paychex’s pitched data, which gives the article more substance and value and helps strengthen Paychex’s SEO. Leading us to our third point...
Data-Driven Content Strengthens SEO
A good backlink profile is the core of a strong SEO strategy. But, creating backlinks is one of the most challenging aspects of strengthening your brands SEO because it’s a very manual task. If you’re currently paying for link building for your company, you know link building can be expensive (likely around an average of $400 per link). Link building is approached in two different ways:
"Earned" editorial links. Links that are naturally given by websites and pages that want to link to your content. Think, the Paychex example.
Manual “outreach” link building. Emailing bloggers for links, submitting to websites or paying to place links.
Data-driven content is important for scalable, sustainable link building. Top-ranking websites have thousands of other websites linking back to them. Even though it’s challenging to produce these links, content with data points, especially those unique to your brand, is a great place to start. Content that is highly shareable creates its own “earned” backlinks when people link to your data. And, when your data is shared, written about in other blogs or covered on media websites, your engagement accumulates along with those backlinks. Think of it almost like a “vote of confidence” from one website or platform to another.
Data-Driven Content Legitimizes Your Brand
When your content is backed by data, it positions your brand as an expert in the industry. It shows that your company is forward-thinking because you’re setting trends and data for your industry. If your brand releases a report or article that offers a new or definitive take on a key set of industry trends, your brand immediately becomes a go-to source. This alone will bring earned media, but as we said, it will also showcase your brand’s expertise.
Data-driven content can deliver so much value to your brand and your users. And although that’s no secret, it’s still underutilized as a content strategy tactic. Social media platforms continue to show their importance as avenues for users to get information and for brands to share it. This gives all the more reason for brands to strive to share relatable, relevant and valuable content. Bring that data-driven content to the forefront. Start digging around in your database today.
Need help coming up with a data-driven content strategy that sets you apart from the pack? First Page has worked with our clients in small business and FinTech to mine the data and turn it around into highly shareable blogs. Contact us today.