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Data-Driven Content Strategy

How data-driven insights lead to a successful content strategy

With the right data, you can understand your target group better – and write content with greater added value. 

 

A data-driven content strategy is the perfect way to roll out the red carpet for B2B prospects. Data-driven insights help your content campaign gain more visibility and show you where you need to sharpen up. Here we share with you the five cornerstones of a content strategy in which the right data leads to greater success. 

1. Define Success: Goals and KPIs

 

Which marketing objectives should your content promote? This consideration is the first step in developing a strategy: For example, when companies want to boost an important paid social campaign or a critical product launch is imminent. Typical overarching goals for content strategies include increasing brand awareness, improving lead generation or establishing thought leadership.

Once these objectives have been clarified, a data-driven strategy also requires hard quantitative criteria to measure the achievement of these objectives. A wide range of KPIs can be considered for content projects.

 

 

The Top 11 KPIs to Measure Your Success in Inbound Marketing

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Esssential KPIs
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Engagement: How well is the content being received by the reader? This can be measured, for example, by how long people are staying on the page or how intensively they are sharing the content on social media. (Time on page, social engagement)

Conversion: How many visitors are taking the desired next step and downloading an offered white paper, for example?

Lead generation: How many new contacts are being generated by a specific piece of content, such as ordering a newsletter? And where do these leads come from (e.g. blog, landing page)?

Manpower steigert Unternehmenseffizienz durch standardisierte CRM-Prozesse

Acht Länder, acht unterschiedliche Marketing-Prozesse – vor dieser Situation steht Manpower. Die Folge: Uneinigkeit darüber, welche Leads Priorität haben, sowie erschwertes Benchmarking und Austausch über Best Practices.

Um internationale Vergleichbarkeit zu schaffen und Lernprozesse im Unternehmen anzuregen, will das nordeuropäische Marketing-Team um Projektleiterin Tina Hingston ein länderübergreifend konsistentes Lead Scoring und Reporting einführen. Dafür holt sie sich Unterstützung des Strategiepartners andweekly.

 

Die Marketing-Landschaft bei Manpower

Von der herausfordernden und zeitaufwendigen Rekrutierung geeigneter Fachkräfte sind Unternehmen in vielen Branchen und Regionen betroffen. Das Ziel von Manpower ist es, dem Personalmangel weltweit mit innovativen Lösungen zu begegnen. Die ManpowerGroup mit Hauptsitz in den USA und Niederlassungen in rund 80 Ländern zählt zu den weltweit führenden Unternehmen in der Personalbranche.

Kerngeschäft ist die Vermittlung von Fachkräften aus zahlreichen Branchen an Unternehmen, die sich nicht mit zeitaufwendigen Rekrutierungsprozessen beschäftigen wollen. Darüber hinaus hilft Manpower, kurzfristige Personalengpässe zu überbrücken und Produktionsspitzen mit geeigneten Human Resources auf Zeit abzufedern. Zum Unternehmen gehören zahlreiche Tochterunternehmen – darunter auch der IT-Dienstleister Experis, den wir bereits bei seiner Marketing-Strategie unterstützt haben.

andweekly-fritz--9832-workshop-1920x1080

Lokale Marketing-Vielfalt bei Manpower birgt Herausforderungen

Die ManpowerGroup unterhält in jedem Land ein eigenes Marketing-Team, das individuelle Ansätze im Online-Marketing verfolgt. Zwar wurde HubSpot als All-in-one-Plattform für Marketing in den meisten Landesgesellschaften etabliert, doch das HubSpot-Knowhow und der hinterlegte Lead-Management-Prozess sind sehr unterschiedlich.


Das Problem bei Manpower: Die uneinheitlichen Marketing-Prozesse der Landesgesellschaften führen zu inkonsistenter Lead-Qualifizierung: Ein Lead, der in einer Landesgesellschaft als Sales Ready eingestuft wird, kann in einer anderen als Marketing Qualified Lead (MQL) eingestuft werden.
Daraus ergeben sich für Manpower folgende Herausforderungen:
Mangelnde Vergleichbarkeit. Unterschiedliche Definitionen und Prozesse machen es schwierig, die Leistung und Effektivität von Marketing-Aktivitäten zwischen verschiedenen Landesgesellschaften zu vergleichen. Ohne einheitliche Standards können sie Best Practices nicht identifizieren und erfolgreiche Strategien kaum replizieren.


Schwierigkeiten bei Zusammenarbeit und Kommunikation. Inkonsistente Definitionen führen immer wieder zu Missverständnissen und Fehlkommunikation zwischen Marketing- und Vertriebsteams, insbesondere wenn diese länderübergreifend zusammenarbeiten.
Verpasste Verkaufschancen. Unterschiedliche und nicht immer optimale Definitionen von MQLs und SQLs bewirken, dass Mitarbeitende bestimmte Leads unter- oder überschätzen. Falsche Prioritäten in der Lead-Bearbeitung kosten wiederum wertvolle Ressourcen.

5 erreichte Projektziele

Standardisierung der Marketing-Automatisierungsprozesse für eine nahtlose Customer Journey in den verschiedenen Manpower-Landesgesellschaften

Entwicklung homogener Dashboards auf globaler Ebene zur einheitlichen Erfassung, Analyse und Vergleich der Performances von Marketing-Kampagnen

Optimierung der CRM-Strategie durch Implementierung von Best Practices für Lead-Erfassung, -Qualifizierung, -Scoring und Reporting mithilfe des HubSpot Marketing Hub

Erzielung von Effizienzgewinnen durch Reduzierung von Inkonsistenzen zwischen den Landesgesellschaften

Erhöhung der Transparenz zwischen den Landesgesellschaften hinsichtlich Lead-Generierung, Lead-Qualität und Marketing-Performance zur Verbesserung der Entscheidungsfindung und Performance

2. Analyse Your Target Group: Data-Driven Insights

 

Well-founded and detailed knowledge of the target group is the be all, end all of marketing success – and data analysis makes a decisive contribution to this. Based on data, the target group can be structured into different segments and buyer personas. This allows the personas to be addressed precisely, with relevant content. 

Suitable criteria for segmentation include demographic data, behavioural data (e.g. website usage) as well as interests and needs. Of course, this only works if the relevant data sources are available – such as web analytics tools (e.g. Google Analytics), social media analytics, CRM systems, customer feedback and market research. Information about target industries and companies, as well as job titles, tasks and specific challenges of the buyer personas are also important.

At andweekly, we incorporate this and other information into a detailed go to market plan that takes into account various phases of the buyer's journey and forms the foundation for our B2B marketing strategies. 

 

 

 

3. Stocktaking: Content Audit and Market Research 

 

Companies should decide in favour of your offer and not that of your competitors. That's why you need to know what content your planned campaigns will have to compete against. You should also check how your existing content is doing. 

  • Content audit: Which topics, target groups, channels and phases of the buyer's journey is your existing content covering? Where are gaps still present?
  • Competitor analysis: A precise analysis of competitor content (topics, formats, channels, etc.) provides valuable suggestions as to where to position new content – in order to, for example, differentiate yourself from the competition or better cover a specific topic. 

Market research should also include a current trend analysis. Information about industry news or important developments in the market will provide concrete suggestions for content planning. In addition to conventional research methods, GenAI tools with web access can also be used for this purpose, as they can compile such information extremely efficiently. 

In our detailed andweekly GenAI guide, you can find out what GenAI brings to B2B marketing and what you need to look out for when using it in the content space.

 

 

 

4. Content Planning: Finding Topics and Keywords

 

The data and insights gained about your target group, their pain points, the competition and current trends will provide ideas for possible topics and new content that resonate with your target group. Topic clusters and individual topics must also be aligned with the defined marketing objectives. 

However, content is only useful if the target group can find it. A keyword analysis provides information on how the content can best score points with search engines: To do this, it is advisable to rank relevant keywords according to a variety of criteria. Comparing the search results with those of the competition will highlight optimisation potential. 

Keyword research also provides data-based suggestions for particularly promising content topics and helps with the structured strategic planning of campaigns. During implementation, it is important to ensure that content titles are well formulated. These should also include the focus keyword as well as a direct reference to the challenges of the target group.

 

 

 

5. Data-Based Optimisation: Measurement and Adaptation

 

This point is one of the most important cornerstones of a data-driven content strategy, as it delivers measurable value. By analysing data, you can objectively assess how well your published content is performing in terms of the relevant KPIs. 

Tests such as A/B comparisons can also be used to optimise detailed aspects of your content – for example, its headlines, images or calls to action. You can then incorporate these results into ongoing adjustments, a process that should be repeated regularly. This initiates a cycle of continuous optimisation that maximises the effectiveness of your campaign. 

 

 

 

Efficacy Thanks to Objective Criteria

 

With a data-driven content strategy, B2B companies can utilise a progressive approach for their digital marketing. But not as a means to an end: Rather, this approach results in superior results and effective growth impulses thanks to an objective data-driven focus on the target group. By relying on data, companies can make sure that they actually achieve their B2B marketing goals. Different strategic priorities can be set depending on individual objectives, such as adjusting the weighting of individual content formats. 

 

 

Content Marketing Guide: Utilise B2B Content to Achieve Marketing Goals

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Data-driven Content
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Would you like support in implementing a data-driven content strategy that enables sustainable growth through scalable marketing? Then contact the andweekly team and arrange a free initial consultation.
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