A data-driven content strategy is the perfect way to roll out the red carpet for B2B prospects. After all, with the right data, you can understand your target group better – and write content with greater added value. 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: 

  • 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)?

These KPIs can be customised even more granularly, and there are many more. You can read more details about them in our article on the Top 11 KPIs in Inbound Marketing.

 

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: Data-Driven B2B Content

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. 

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. 

Meike Zimmermann

Written by Meike Zimmermann

Meike is our content strategist. She immerses herself in our clients' content world at lightning speed. This makes her the ideal partner when it comes to creating high-quality content that contributes to the ambitious growth objectives of B2B companies.