Doing Content Marketing is not limited to publishing a blog post from time to time and sharing it. The difference lies in its strategic nature. Discover why Content Marketing and content production are two sides of the same coin. Edgar higuerey Feb 21, 20 | 14 min read Today, companies are aware of the benefits of Content Marketing . For this reason, 60% of Marketing professionals work to create at least one piece of content a day according to Marketer . And it is that in the digital world, perseverance is key to generating results. However, many of these professionals create pieces of content without a strategy that guides them towards a specific objective. In fact, only 41% of large companies have their content strategy documented according to the IAB.
This is because Content Marketing and content production are mistakenly thought to refer to the same process. So in this article we will explain the differences that exist between Content Marketing and content production and how data analysis plays a fundamental role in strategy. Why just producing content is not enough in 2020 The Marketing Digital has gone through countless transformations over the years. Undoubtedly, one of the most important trends has been the adaptation of Content Marketing to the digital strategy of brands. You see, brands have found the opportunity to attract and interact with their audiences in a less invasive way, thanks to the production of content that not only seeks to sell, but also to educate, inspire and even entertain. However, one of the most common mistakes is creating content without a clear objective, ignoring the strategic vision that they require. At this point is where we should talk about the differences between Content Marketing and content production . Although they may seem synonymous, in reality Content Marketing deals with creating the content strategy, while production executes it. So, Content Marketing would be the how and content production would be the what. The strategic nature of Content Marketing Starting content production without a strategy that articulates them is not only a waste of resources, but it can represent a risk to your brand image. Shooting posts without a common thread doesn’t deliver the message you want and can confuse your audience. To avoid this, Content Marketing works with the sales funnel that organizes the content according to the stage in which the users are. That is, it wants to take users from point A to point B through valuable content. But creating an editorial calendar is not the only thing that Content Marketing does.
As part of the Inbound methodology , this strategy helps you: achieve the SMART objectives of your business, deliver the right message to the right person at the right time, guide the strategic actions that your clients should take through valuable content that increases engagement ,direct the production and distribution of content, and carry out follow-up actions to measure the effectiveness of the strategy with the KPIs . As you can see, Content Marketing is much more than creating and distributing pieces of content on the web. The question now is how to design an effective Content Marketing strategy? We will talk about this below. How Content Marketing and Data Analytics Are Related Developing a content strategy requires a lot of research. Defining a buyer persona, understanding their pains and identifying the best way to solve them is only possible through data collection and analysis . Next, we will present you some tools that will help you define key aspects in your Content Marketing strategy and guide its production. Definition of the Buyer Persona In simple terms, a buyer persona is the semi-fictional representation of your ideal client , built with truthful information that helps you understand who your clients are, what their pains are and how you can help them. To build them, you can conduct interviews with your current clients or analyze your user database to identify common points about their habits, interests and challenges. Tools such as the People Generator are ideal for creating these profiles.
Correctly defining your buyer persona provides you with enough information to direct the elements of your Content Marketing strategy and content production such as: choose the keywords for your business; identify the language and tone of communication; establish distribution channels ; define the format, length and periodicity of the contents. Keyword research The keywords are compound terms by one or more words that people use to search Google doubts. These connect user questions with the content produced by brands. Therefore, in Content Marketing it is imperative to use the correct keywords. These are the terms that mark the thematic direction of the blogs . At the same time, it is what tells search engines what a website is about. Here, data analysis remains essential. Tools such as the Google Keyword Planner or SEMrush allow you to identify the keywords of your business. For example, SEMrush gives you ideas, search volumes, and other keyword insights with topics of interest to your buyer persona. It also allows you to make a global analysis of your website and even analyze your competition . Organic CTR analysis on Google The Click Through Rate , or CTR, represents the rate of clicks of a page on the Internet in relation to the number of impressions it had. This metric is one of the most important in Digital Marketing, as it reflects the quality of your keywords.
That is, it allows you to know if your content responds to the search intention of users. To measure your CTR and use this data to optimize your strategy, you must follow this formula: CTR = number of clicks / number of views How do you identify these numbers? Your Google Analytics account or Google Search Console will provide you with this and other valuable information. In Google Search Console you will be able to see the queries of the users that take them to your website from the search engine and the number of impressions that each one has, that is, the number of users who saw your content on their screen when searching for a term in Google. This number is divided by the number of sessions your page has from Google to give life to the CTR metric, which Search Console shows. With this data, you can test optimization actions for your content, such as writing more creative titles that stimulate the user to click on your page. Evaluation of user behavior on your pages Now we are going to see how you can use data analysis within your website to optimize your Content Marketing strategy and the content production processes that accompany it.
Once a user enters your website, understanding their behavior will make it easier for you to see which points are working and which can be improved. For example, with Google Analytics you can obtain very useful reports for:track the origin of your visits, identify your most visited pages, know the length of stay and the number of pages visited per user,the bounce rate of your pages, among other data. With this information you can improve the performance of your pages, trying to give the user a better experience, which will make the Google algorithm see your website with good eyes and want to position it well in their rankings. Some feasible optimizations are: perfect the details of your web design in its information architecture, rewarding the user experience ;place your important buttons in new locations (like the shopping cart or newsletter subscription),create interactive content that positively surprise the user,or improve your CTAs . Analysis of your conversion rates Do you remember that we said that the final objective of all Marketing action is to take the user from point A to point B?
Well, this is achieved through conversions , which are the strategic actions that you have designed to lead users through the sales funnel. For example, downloading a material, filling out a form or requesting a quote are conversions that are maturing a lead to take it from ignorance to loyalty. Now, the conversion rate is an indicator of the effectiveness of your Digital Marketing actions. In other words, the more conversions you get, the more business possibilities open up to you. Therefore, optimizing your conversions is essential in your Marketing strategy and content production. In this sense, the best form of analysis depends on the integration between your blog and a Marketing automation tool such as a CRM. In these, the data of the entire trajectory of a user is recorded after having left their data in a form. For this, interactive contents are excellent resources to capture the attention of users and encourage them to take this strategic action, since they generate valuable data on their preferences .