Let's talk about something of utmost importance: pizza.
You wouldn't call up your fave local pizza joint, proclaim "Give me the pizzas — all of them," and expect solid results. The guy taking your order needs a fair amount of info to ensure you get what you need.
He needs to let the pizza-makers (or, as I call them, angel humans of the highest caliber) know what you want on your pizza (banana peppers, jalapeños, pepper jack cheese, all the meats, thick crust, no exceptions). He needs to know how many pizzas you're ordering, if you're carrying out, or if the delivery driver needs any special instructions to get to your place.
All of this info helps your fave pizza joint create your orders just how you like them — that way, they remain your fave pizza joint and don't waste their resources making things you don't want.
The same rings true for content marketing: Just like the pizza guy, you need data to execute a strategy that delivers solid results. Without using hard numbers to guide your content to begin with, you end up with completed content, a handful of vanity metrics, and no clear understanding of what to do with either.
That's why last week, Influence & Co. partnered with Kissmetrics to talk data and content strategy. And it kind of made perfect sense; they’re data masterminds, we’re content aficionados. By coming together, we had the chance to talk about how you can use data throughout the content life cycle to fuel your strategy. A good time was had by all, and everyone left wanting pizza.
You can check out a recording of our webinar here and view the slides below:
And for your slideshow-viewing convenience, I've summed up a few key points and tools for collecting and analyzing data at each stage of the content life cycle.
Have a question that I didn't answer through the webinar? Leave me a comment or tweet us @InfluenceandCo, and I'll get back to you!
I'm a VP at Intero Digital's Content & PR Division. I like my coffee black, my whiskey straight, and travel when I can afford it. I think most people just want to feel heard, and I’m happy to comply. I've also taken a sworn oath to never eat sushi.