Data has become the cornerstone of many company movements when it comes to brand and product positioning. Data and its analysis have become a fundamental question to design products, to create market strategies, to know consumers or to detect where the company chain is failing. But the use of data and information can go far beyond these uses that are being given at the moment and can affect many more areas of business and work. Information can change everything and big data can modify the positions of the company in practically each and every one of the points.

And one of those areas where data can change what is being done is in emerging content marketing. The contents have become a crucial element for the strategy of companies and the new issue around which the positioning of the brand revolves in the times of the Internet. Content, and quality content specifically, have become a fundamental element for many things.

In the first place, the contents respond to the new needs of consumers, who want companies to offer them information and value-added elements. That is what makes companies now create their own information portals on topics that interest their consumers, such as a recipe site for a food brand. Second, content has become a key element to position itself on the  Bosnia and Herzegovina phone number list   internet, since at the SEO level they are highly valued as a sample of the value of the site in question. Producing content on a regular basis and above all producing quality content is a fundamental issue in order to reach the heart of the search engines.

The contents are therefore crucial but they can also be significantly improved by applying big data to them. Content marketing and big data, two of the trends that are changing marketing, can coexist and merge to make the former much more effective. Brands have yet to understand this, as noted in the article from Harvard Business Review, because right now are losing sight of the potential of the data as a key element in the content. Firms must learn from the mainstream media, which has quickly grasped the potential of the big data and has launched into what is known as data journalism.

What exactly is data journalism? These contents are an evolution of specialized journalism and, more specifically, precision journalism (which already used, even before the data boom, the specific information from statistics to make information). Only now journalists employ much larger streams of information than ever before, as they use large masses of data and big data tools to do analysis and build stories. The big newspapers, such as The Guardian or The New York Times, have already created their own big data teams and are developing stories using these technologies. The results are usually very eye-catching articles with a lot of potential to go viral.

What works for the media, as content marketing is showing, can also work very well for companies, especially considering that companies have a very extensive database that allows the extraction of a lot of very varied information that can help produce equally varied and highly engaging content .

Brands can also join data journalism, with the great advantage that they can do so by talking about them and without having to make the great effort – which the media does – of capturing large databases. However, and apart from interesting exceptions such as OK Cupid (who has a blog in which he publishes conclusions about how people are in love based on their databases), companies are not playing that game.

The benefits of using the data

The benefits of using the data that is available and, therefore, using big data in the content marketing strategy can be quite broad and also touch different suits in positioning issues for the company. The benefits can be direct and indirect and can make the brand improve positions in several areas.

Leave a Reply

Your email address will not be published.