Written by GoodData Author |
The growing amount of data that companies capture not only can help optimize marketing program strategies through measurement, but analytics also can act as a valuable resource for branding and media relations. Proprietary data is an excellent source of information on trends in an industry and the value of a product or service for customers.
Through some simple analysis and data visualization, you can turn your data into a narrative that will benefit your brand by building credibility, boosting social and Web engagement, and helping lay the groundwork for your company to become an expert source in your industry.
Lets look at the three steps you can take to turn your data into a content goldmine to build your brand and drive engagement.
Uncover and Analyze Data from Various Sources
If you’re collecting data on customer behavior and product marketing and sales performance, you can use analytics to gain useful insights on your industry as a whole. Say you might recognize your customers are more often converted through mobile ads than email campaigns. If the data provides a compelling commentary on user behavior, the insights may be relevant to your industry peers, too.
Build a Simple and Cohesive Narrative that Relates to Your Brand
Once you have a list of data findings, its time to develop an outline of your story. The ability to own the narrative is one of the biggest opportunities of leveraging proprietary data for marketing. By using multiple data points from a single, trustworthy source, as opposed to gathering and repackaging potentially conflicting or disjointed data from myriad sources— you’re able to define and build a cohesive story leveraging accurate and powerful insights. This enables marketers to create and own a consistent narrative that integrates seamlessly with their brand. For data-driven storytelling, I like to use infographics, not just because of its highly visual format, but also because it serves as a good foundation for developing secondary content. I recommend creating an infographic that communicates the challenge, the business opportunity the solution presents, and steps to finding the solution—setting the framework for additional pieces.
When building an outline from your full data set, it is critical to simplify your story to increase the amount of information readers absorb. Pull out the top insights you want to get across to your audience and either toss or save the other insights for another time.
Repurpose Data Insights into Several Digital Assets to Build Authority
By using your own data, I also believe there is a great opportunity to become the authority in your industry around a particular topic. Marketers should create several assets from their insights that are all linked together to maximize searchable content and engagement.
To increase the number of people sourcing your company as an expert, make it really easy for people to share your content and cite you. Put your infographic on visual platforms like Visual.ly and Pinterest on the infographic landing page, create different options for embed codes and tweetables. Not only will external use of your data and content drive enhanced search ranking via inbound referral traffic, it can also establish you as the subject matter expert on a topic, unveiling new opportunities you never knew existed. By creating a rich story and several assets based on proprietary trustworthy data, you can have a significant impact on your reputation as a thought leader.
Written by GoodData Author |