Jim is leading content efforts for a popular software or B2B company. Over the last quarter, Jim and team have put out numerous blogs, whitepapers and e-books targeted at various buyer personas, stages of the funnel and industries. At the end of the quarter, Jim is struggling to assess the impact of which initiatives are working and where to double down. This would help improve the morale of his team (rather than being content generating machines) and prioritize what is working vs what is not.
The trick that most content marketers miss is data!
Having real time data which mirrors consumer behavior is key to formulating an effective content strategy. Tailoring content on the basis of these insights can help teams achieve their content marketing goals.