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How Does Big Data Affect Your Content Marketing Strategy?

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How Does Big Data Affect Your Content Marketing Strategy?


Content marketing has become increasingly common nowadays. Brands today understand that their consumers want something more from businesses – they want value and engagement. A great way to do that is by creating and publishing various forms of content.

But how can we be sure that the content we are creating will interest our viewers? The digital age today means that businesses have a diverse set of followers. That makes it impossible to manually collect and process such large amounts of data to gain valuable insights.

That is where Big Data comes in.

Big Data allows brands to develop data-driven content strategies designed to cater to their consumers’ needs and interests. Moreover, combining it with AI will enable companies to collect large sets of consumer behavior data and help them extract valuable insights from them.

Before we get the relationship between Big Data and marketing, we first need to understand the idea behind content marketing itself.

Content Marketing – Why is it so popular?

Content marketing, as the name suggests, is the practice of creating and spreading quality content. The purpose is to inform and engage the readers and bring them to your business by cementing yourself as an authority on the topic. The benefits of incorporating content into your marketing strategy include:

  • It allows brands to define and establish their audience and draw their attention to the company’s offerings.
  • It allows you to establish yourself as an authority that provides the content of value to its consumers. That helps boost your brand recognition and builds a relationship based on trust with the audience.
  • Compared to other marketing techniques, creating and publishing content is relatively cost-friendly. While it may take a little time to make an impact, once your content offerings expand, you can quickly attract a large audience.

A content marketing strategy plans to create your audience by creating and publishing consistent and informative content that solves the consumers’ problems.

The idea behind it is that a consumer that looks to you to solve their problems is far likelier to make a sale.

Conventional marketing practices tend to annoy people nowadays. For example, ads on TV or online are seen as intrusive and negatively affect the online viewing experience. However, by providing a novel way to market your services and products to enhance the experience, content marketing has made its mark as the go-to marketing technique in 2021.

Three Ways Big Data Can Benefit Marketers

There are three segments of data that are of use for a content marketer – customer data, financial data, and operational data. Obtained from different sources and stores in various locations, this data can be hard to analyze without the help of specialized tools. That is where Big Data comes into play.

It contains all the necessary information about your target audience. It includes the consumer names, email addresses, social media handles, purchase and browsing history, and other general information. Additionally, it also contains important insights such as audience interactions, time spent on-page, and information gathered via surveys and questionnaires.

It can help you evaluate your content performance and optimize your content strategy accordingly. Also, it includes data such as the number of sales, number of conversions, revenue generated vs. the cost of marketing, etcetera. It might also contain any publicly available financial data from your competition, such as their pricing plans.

That contains the operational metrics of your content. It includes factors such as your search engine rankings, click-through rates, and more. It helps you figure out how well your content performs on the web and make the required tweaks to optimize your strategy further.

Using this data, you can generate insights on developing a great marketing strategy and making any tweaks necessary along the way.

How Does Big Data Enhance Your Content Marketing Strategy?

Big Data is the name given to the large amounts of information and insights generated by users online. A click, a swipe, or even a hover is all part of the data used to gain insights on user behavior. Businesses worldwide can use those insights to adapt their services and offerings, as they tell us how consumers act and respond to a given scenario.

This data also consists of the consumer likes and dislikes, which can help target the right customers by the businesses. Using this information, brands can focus on creating content and optimizing their offerings for their ideal consumers. Let’s look at a few other ways Big Data can help us build a better content marketing strategy.

  • Define and Understand Your Marketing Goals

Before you start developing your content marketing strategy, you first need to define the goals of your marketing campaign. By specifying these goals, you’ll create a set of guidelines to help you develop the perfect marketing strategy.

To do that, you first need to understand the needs of your business. Next, you need to define each area that could use the marketing insights gathered from user data. Once you have determined these areas, the next step is to use Big Data analytics tools to gather the required information. That will help you pick the necessary insights to find the solutions to those improvements.

Big Data can expose the hidden patterns and trends in the data. As a result, it helps you develop more robust marketing plans for your business.

  • Understand Your Target Demographic

Developing your marketing strategy around your customers is what every business needs to do. Big Data can help you do that by providing relevant insights into the likes and dislikes of your target consumers.

Understanding your consumers is necessary for a business to ensure that their content is related to their interests. There are many ways to use Big Data to your benefit for this purpose, including:

  • It can help you identify the various segments of our target audience. Moreover, it can provide you details about their interests and preferences, helping you create content suited to their interests.
  • By analyzing the user interaction data for your content, you will identify and improve the user experience issues within your content.
  • It also allows you to identify trends and develop projections for the future through user interactions, which is necessary for a good marketing strategy.
  • Boosting Conversion Rate

Content marketing aims to guide a consumer through the sales funnel and convert them into a customer. To help you improve your conversion rate, Big Data can help you identify the correct content types. That will help you create content targeted for different purposes, from topics meant to educate to those intended to convert.

A few insights that could be of use here include:

  • Logging a user’s interaction with your content
  • Logging the amount of time each user spends on your content
  • At what point does the user convert

This data can help you optimize your content and increase your conversion rate. By understanding the consumer’s behavior, you will identify the factors that lead to conversion and implement them within the various copywriting examples you produce.

What you need to understand is that conversion depends entirely on the quality and relevance of your content. Big Data can help you ensure that all your content is appropriate and relevant to its purpose in the sales funnel.

  • Improves Customer Retention

A content marketing strategy doesn’t just improve your conversion rate. It also helps you retain existing customers by providing quality content that interests your readers.

However, finding suitable topics to engage and retain existing customers might not be so easy. Choosing content that interests your existing and potential customers requires that you go through large amounts of data. That is something that is exactly what Big Data was made for.

Big Data can help you retain customers by:

  • Processing important customer metrics like click-through rates, time spent viewing the content, the number of returning customers, and more. That can help you understand the topics and types of content that interest your users, which could go a long way into helping you retain your existing customers.
  • Moreover, it can help you identify the needs of your customers’ satisfied and unsatisfied segments. That will help you create better-targeted content to satisfy the needs of all your customers.
  • Enhances Your Account Visibility

Content marketing serves another vital purpose besides attracting and retaining your customers. It also helps to establish your presence in the market by creating content that boosts your visibility.

For your content to do that, it needs to be entertaining, informative, SEO optimized, and most importantly, of interest to your readers. Using Big Data, you can:

  • Analyze your competition to understand what interests your potential customers and which distribution channels would yield the best results.
  • Evaluate each channel to identify what type of content would suit it the best
  • Identify where your links might have the best chance of reaching your potential customers, using big data analytics to assess your competition.

Conclusion

The bottom line of this entire article is that Big Data is necessary for your content marketing strategy today. Helping you analyze the gathered data allows you to make informed decisions to improve your content’s impact.

Creating content for your customers is quite tricky today. First, businesses have to create content that speaks to several customer demographics. Big Data provides a little clarity to that process by generating valuable insights to help you attract and retain your customers.

Now you know how Big Data can benefit and improve the content marketing process. That means that you are now ready to use that knowledge to create a strategy that helps you stand out and establish yourself as an authority in your industry.

Image Credit: provided by the author; thank you!

Amtul Rafay

Amtul Rafay is a content marketer by profession. She loves to explore futuristic trends in the tech industry while believing in the influential power of research-backed opinions. Being passionate about blogging, she writes on a variety of topics including digital marketing, graphic designing, branding, and social media. Besides that, she is also fond of traveling & an avid reader by heart.

Politics

Fintech Kennek raises $12.5M seed round to digitize lending

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Google eyed for $2 billion Anthropic deal after major Amazon play


London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Politics

Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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