When Data and Content Collide

Data and content are seemingly opposite concepts – one is subjective and emotive while the other is objective and based on hard facts. However, they need to work hand-in-hand to create meaningful communication, so says Deloitte Digital’s National Content Director, Debra Taylor and Content and Digital Marketing Strategist, Chris Collacott. Earlier this month, these industry heavyweights reinforced our integrated approach to communications strategy and management when they spoke at Digitalks.

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Chris Callacott and Debra Taylor join forces to explain how data and content should be used together.

Data to Identify Audiences to Create Engaging Content  

According to Taylor, who has almost 3 decades of experience in media and communications, consumers are savvier than ever and crave authenticity, so content needs to create genuine experiences. She stated that 60 per cent of content created by brands has little to no impact on business results or people’s lives. That’s a lot of clutter.

Insights are essential to pinpointing the right audience bases so meaningful customer experiences can be created. A clear understanding of who the targets are, as well as their behaviours and needs, should be leveraged to inform content production. Through this approach, communicators can better convey key information and move consumers to action.

Data to Formulate Strategies

Most (84 per cent) of customers expect to be served content from brands, however ensuring that this is delivered to the most relevant target is key. Explicit data should direct how and where they are shared. By understanding where content is consumed, businesses can ensure that their communications work most effectively, meeting the audience where they naturally reside and are most receptive to collateral. 

Data should also be used as proof of success or failure, in real time. Strategies must be continually assessed so learnings can be instantly implemented and integrated into future approaches through measurement and testing. Poor implementation, not asking the right questions and lack of understanding, are challenges every business needs to overcome.

Data to Drive Change

However, ensuring that teams utilise data at every stage of content creation and dissemination is easier said than done. Having ‘purple people’ who merge both ‘red’ data skills with ‘blue’ marketing smarts, will ensure the development of stats-driven content cycles and strategies that hit the mark.

Data should inform the leadership of these teams. KPIs should reflect more than just direct sales, as changing brand perception and awareness is just as important, and tracking and measurement should be seen as essential cogs in the content production process. By making data real and communicating insights, mind sets and behaviours can evolve to influence everyone.

With the right foundation and perspective, data is a simple yet effective resource to correctly identify audiences and their needs, create high-impact strategies to target them with, and change business culture and behaviours to drive success.

Data and content are seemingly opposite concepts – one is subjective and emotive while the other is objective and based on hard facts. However, they need to work hand-in-hand to create meaningful communication, so says Deloitte Digital’s National Content Director, Debra Taylor and Content and Digital Marketing Strategist, Chris Callacott. Earlier this month, these industry heavyweights reinforced our integrated approach to communications strategy and management when they spoke at Digitalks.

Chris Callacott and Debra Taylor join forces to explain how data and content should be used together.

Data to Identify Audiences to Create Engaging Content  

According to Taylor, who has almost 3 decades of experience in media and communications, consumers are savvier than ever and crave authenticity, so content needs to create genuine experiences. She stated that 60 per cent of content created by brands has little to no impact on business results or people’s lives. That’s a lot of clutter.

Insights are essential to pinpointing the right audience bases so meaningful customer experiences can be created. A clear understanding of who the targets are, as well as their behaviours and needs, should be leveraged to inform content production. Through this approach, communicators can better convey key information and move consumers to action.

Data to Formulate Strategies

Most (84 per cent) of customers expect to be served content from brands, however ensuring that this is delivered to the most relevant target is key. Explicit data should direct how and where they are shared. By understanding where content is consumed, businesses can ensure that their communications work most effectively, meeting the audience where they naturally reside and are most receptive to collateral. 

Data should also be used as proof of success or failure, in real time. Strategies must be continually assessed so learnings can be instantly implemented and integrated into future approaches through measurement and testing. Poor implementation, not asking the right questions and lack of understanding, are challenges every business needs to overcome.

Data to Drive Change

However, ensuring that teams utilise data at every stage of content creation and dissemination is easier said than done. Having ‘purple people’ who merge both ‘red’ data skills with ‘blue’ marketing smarts, will ensure the development of stats-driven content cycles and strategies that hit the mark.

Data should inform the leadership of these teams. KPIs should reflect more than just direct sales, as changing brand perception and awareness is just as important, and tracking and measurement should be seen as essential cogs in the content production process. By making data real and communicating insights, mind sets and behaviours can evolve to influence everyone.

With the right foundation and perspective, data is a simple yet effective resource to correctly identify audiences and their needs, create high-impact strategies to target them with, and change business culture and behaviours to drive success.

 

Posted on April 11, 2017 .