What makes the contents are really attractive and really connect with consumers? The question is one that gives to many topics for discussion and for many analyzes when establishing what the most appropriate response and is also one of those brands are more obsessed with discovering what all of them is the answer more successful. Content marketing has become one of the most powerful tools that can draw businesses and one that has better results. Consumers expect brands to bring them added value elements and offer them, therefore, something to follow that idea. The contents are perfect for this.
Moreover, in a world where consumers are increasingly reluctant to traditional advertising and see fewer ads provided (either because they have become accustomed to ignore them, either because they have established direct barriers to not see them, as is the if the adblockers), the contents have become an efficient and effective alternative to make brand messages reach their recipients.
There are several tools used to create content that really work and really connect with the audience. One of the first points is to present the contents of a developed and professional way and not leave them in the hands of anyone. The contents have to be generated following quality guidelines and have to be developed to be the most interesting and attractive as possible.Another point is to follow what is happening today and apply information to content production. There are those who think that brands should create their own ‘ brand Newsrooms ‘ newsrooms such as the media but operate for a particular brand and is responsible for generating all those contents that the mark must launch to connect with the consumer.
And one of the tools that have become key is the data. If the big data helps traditional media to find their place in the world and position itself against other players, why cannot help brands in their conquest of the contents? Brands can also use the data to connect with the audience and to serve stories that are much more attractive to them.
Content marketing and data
In general, and as recalled in The Drum, brands have access to a lot of data, but really are not used to their very small part of that information purposes. As they noted, although those responsible for B2B brands actually have access to large avalanches of data or could have it at the end are only using a minimal part of them. Statistics say that, of all available data, only being used for business decisions (i.e., only being analyzed to draw conclusions) 12% of all available data. This makes a shocking 88% of the information is being left as leftovers and is not therefore used.
Things are changing or at least there are some strategists have begun to see the potential that information is not relevant and is therefore not converted into material research by brands in their approach to consumers: that responsible content marketing some of these gangs have begun to convert such material information as the basis for their stories. These data are the starting point for infographics, posts on their corporate blogs and other content.
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Why it has begun to happen?
The reason for this change and the point that has made these brands begin to use this information is in power they have seen in the data. The contents are generated using data has become a powerful weapon: they are successful; they achieve engagement and interest to consumers. In addition, often they serve as a starting point for contents that are entertaining and interesting and therefore fail to connect to the receivers (and ultimately have more potential to become viral).
The stories are also very different from the others that may circulate on the web and more unique because manufacturers are using their own data (data that only they have) to connect with your potential audience.
The data is a snitch
To all this, we must add another important element is that the information can help not only as a starting point to create content. That is, the data are not only a source of information as a basis for content that brands can create, but they are also a way of understanding the consumer better and better adjust the list of contents you will want to receive. When talking about how big data saved to the media, this is usually the idea is often highlighted and shore.
The data helps the audience better understand and to visualize how it responds to the contents in the different channels and how they work better or worse depending on what stage the case. Many media have already signed first level data to scientists to help them better understand their audience and launch segmented to connect much better with niches that want to get products. To this we must add that many means and tools used ‘reading’ of current news. Large online headers often have algorithms that help them comb the present and anticipate what will trend soon.