Trending Content of the Week: Are You Using Your Data Wisely?

March 18, 2016

Marketers have access to more data now than ever before. We know exactly how many people view our content, how they found it, and what they do after reading it. We can fine-tune everything from topics to headlines to CTAs and get immediate feedback.

We have the data. But are we using it wisely?

Data may look pretty in charts and graphs, but it won’t make our marketing better without careful analysis. Data packs a bigger punch when it’s tied to fact-based marketing: Collecting the right data in service of larger goals, then evaluating and acting on the data with these goals in mind.

This week’s top marketing content features fresh ways to look at the data you collect.

This Week’s Thought-Provoking Marketing Content:

1. Debunking the Myth of Long form Content: A Data-Driven Case for Short Content

“Data can be useful. But sometimes people draw conclusions too quickly from data. In marketing, there are few absolute truths and sometimes it’s wise to look for exceptions.”

It’s an accepted fact in the marketing world that long content—1,500 words or more—performs better than shorter content. Blogger Brian Liang takes an alternative look at the data in this Search Engine Journal article, concluding that multiple short form posts can perform better than a single long post over time.

2. How the HubSpot Marketing Blog Actually Generates Leads (Hint: It’s Not How You Think)

Even a marketing giant like HubSpot needs to take a fresh look at their data every now and then. This post from Principal Marketing Manager Pamela Vaughan is a clear-eyed assessment of three different CTA practices, with a surprising winner for which generates the most leads.

3. Rebuilding Advertising for the Post-Digital Age

“It’s not unusual in technology leaps to think you’ve understood the power of the new when you haven’t.”

Havas Media’s Tom Goodwin is a keen observer of the subtle but drastic ways technology changes the world. In this post published on LinkedIn, he analyzes the state of digital marketing and finds that we have only scratched the surface of innovation potential. Tom proposes a new model for agencies that could spark radical transformation.

4. Calculating the Value of Organic Traffic

In this nuts-and-bolts tactical post, PM Digital’s Clay Cazier shows how to differentiate and assign value to various types of search traffic. Clay’s method promises to show the true value of an SEO program in terms more relevant to the C-suite.

5. Be the Best Answer: Content Marketing Best Practice Webinar

“Stop creating content and start making answers relevant to your buyers at each stage.”

TopRank CEO Lee Odden explains how to make your content the best answer for your audience, from strategy to amplification, in this 45-minute webinar.

6. LinkedIn Conducts Research into the Power of Employee Content Sharing via Social

Employee activation is a rising trend because it helps to solve two major marketing challenges: visibility and credibility. Social Media Today Writer Andrew Hutchinson presents the results of LinkedIn’s research on the subject.

7. Is Your Social Media Content as Popular as You Think?

“Let’s stop hiding behind numbers that we know are flawed, inaccurate, inconsistent, open to abuse, and ultimately meaningless in assessing the quality or effectiveness of our content and social media activities.”

In this post for the Content Marketing Institute, Writer Jonathan Crossfield examines the gap between so-called “engagement metrics” and actual engagement. Jonathan explains why he finds these metrics problematic at best, and proposes alternate ways to measure success on social media.

8. Frankencontent: Bringing New Life to Old Blog Posts

Sprout Social’s Michael Patterson provides a strategic guide for bringing your old content back to life in this post for The Next Web.

9. The Biggest Reason Brands Fail when Tying Content to Business Goals

Proving the ROI of content is a top concern for marketers. But content written strictly to accomplish a business goal can leave readers out in the cold. Brick Wall Media’s Melissa Lafsky argues that creative, customer-focused content is more likely to succeed than content that is all business.

10. How to Get Major PR Exposure Without Major Media

What if you could get your content in front of a large audience without begging journalists and big media outlets? You can, says author, speaker, and entrepreneur Josh Steimle. And in this SlideShare presentation, he shows you how.

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