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Where Does Big Data Fit into Your Article Writing Approach?

By: David Tile| Founer @ Article-Writing.co
Posted On: March 24, 2015
If the saying “knowledge is power” has any bearing on the world of article writing and content marketing, then tapping into “Big Data” can easily stand out as the biggest weapon in your arsenal. All creative writing services experts will tell you that. Considering that Manju Bansal of MIT’s Technology Review reports that the total amount of data on the web will grow to around 44 zettabytes by 2020, at a rate of 1.7 megabytes a second, it’s safe to say that the Big Data field is definitely packing some firepower.

Unfortunately for many brands out there, trying to put this weapon to good use on the digital front is a lesson in frustration and wasted potential. To ensure you’re not letting the rest of your industry pass you by with content refined and optimized via Big Data integration, let’s take a moment to break down the particulars of this tool, as well as where it fits into your content needs going forward.

 

What the Heck Is Big Data and Why Does It Matter?

If you’re sitting at your desk wondering just what the heck Big Data is, don’t worry; you’re not alone. As Forbes magazine’s Edd Dumbill explains in his overview of this ever-growing digital field, Big Data is simply a term that describes seemingly unimaginable amounts of data and collated information. In this case, these sets of information tell the story of your targeted audience from virtually every viewpoint and perspective on the web.

So how big is big? Dumbill notes that Big Data sets often exceed the processing capacity of conventional databases and grows at an accelerated or even exponential rate. Essentially, this means that while Big Data offers up powerful insight into the lives of the people that matter most to your brand – primarily thanks to information garnered by social media and even mobile devices – making use of this at times unwieldy tool isn’t always easy, especially for those who are new to the world of laying out content marketing strategies.

 

Getting the Most out of This Tool
Now that you understand that Big Data is a tool that can help set up detailed and accurate consumer profiles, which in turn guide your content development, but that it’s far from simple to integrate into your current approach, it’s time to talk about easing your transition into a world defined by this kind of data. For starters, aligning your brand with a content professional who understands how to translate consumer insight into engaging and value-driven content is a step in the right direction.

From this point, Julie Fleischer – the Head of Content, Data, and Media for Kraft Foods Group – suggests keeping the ball rolling with some clever acquisition and database maintenance tactics. During her time on stage at the Content Marketing Institute’s Content Marketing 2014 expo, Fleischer suggested that instead of thinking of your content development and data insight operations as separate entities, your brand should aim for the shared ground between the two.

Whether this means gating a white paper or other premium content behind a survey, or installing a questionnaire as part of your email contact list sign-up process, you can ensure that your brand has a bead on exactly who spends time checking out its content, as well as what they’re interested in going forward.

Outside of harvesting new data and adding it to any current Big Data sets that your brand owns or leases, Fleischer has one final piece of advice – don’t be afraid to let the trends held within this information guide your content direction. By letting go of what you expect the data to tell you, and instead allowing the stats and insight held within point to the subject matter and style that best fits your audience’s needs, you’ll not only drive up page traffic and engagement, but build a deeper bond with these viewers. Regardless of whether you walk this path alone or connect with a team of article writing experts who have been around the Big Data block before, it’s hard to argue against the appeal of this kind of outlook.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 

 

Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.