Data as a source of inspiration for B2B content
Posted: Wed Dec 04, 2024 4:21 am
Production
A recurring image when thinking about the creative processes of great artists, such as Gabriel García Márquez or Pablo Picasso, is that of these solitary geniuses locked in their room waiting for a stroke of inspiration. Nothing could be further from the truth. But does the same work for creating B2B content?
Artificial intelligence for content
It is known that the Colombian writer dedicated several hours of his daily routine to exhaustive research into the many topics that he developed in his books. Topics such as the alchemy techniques used by José Arcadio Buendía in One Hundred Years of Solitude; or the home remedies that Simón Bolívar used to alleviate his ailments in The General in His Labyrinth. For his part, the Spanish painter was a tireless worker, and there is no other way to explain why he managed to create the impressive figure of 26,075 pieces of art throughout his artistic life. “ Inspiration exists, but it has to find you working,” he said.
Something very similar should happen with the teams in charge of producing content for brands and/or companies. And we say “should” because, according to our experience in the world of Content vp communication officer email list Marketing , a recurring practice that companies have when creating content is to do so through intangible methods such as “inspiration” or “nose”, instead of developing their Content Marketing strategies based on data, numbers and real facts.
But, “how can data help us create the most appropriate and engaging content for our audience?” “How should we integrate it into our Content Marketing strategies?” are some of the most frequently asked questions that brands ask us when adopting this approach.
What is the answer to all of them? Here we tell you:
Data and content marketing
Step one: what should we write about?
It sounds like a simple, even obvious, question, but in reality it is a decisive step when starting to develop content strategies. The way brands approach it will largely determine their success or failure in this area.
As is often the case, companies that begin to develop content strategies do so based on “guessing” or “insight.” They do this to determine what kind of topics their audiences like the most. This may work for the first few months, but as time goes by, imagination inevitably falls short, generating frustration in marketing teams, who begin to fall into common mistakes: repeating topics, creating content that doesn’t engage with the audience, adopting a much more advertising-driven style, and – in the worst case scenario – believing that Content Marketing is useless.
On the contrary, brands that decide to use data know which content most engages their audiences. This allows them to radically improve their results.
To achieve this, there are data-based tools such as True Content® , which allow brands to know exactly which topics, subtopics and content most engage their audiences, and thus guide their Content Marketing strategy with sound reason.
In this regard, True Content® has a Brainstorm Topics module that allows you to identify not only the topics that audiences usually consume through the Internet, but also the most specific and/or relevant aspects of that content .
For example, if the target audience is the presidents and vice presidents of banking entities, thanks to models such as Brainstorm Topics , a fintech company can find out if they are reading about financial technology and, at the same time, know precisely what kind of articles are generating the most engagement and/or interest in this target group; whether those that talk about collective financing networks such as crowdfunding or, on the contrary, those that address the blockchain phenomenon and its impact on the financial sector at a global level.
A recurring image when thinking about the creative processes of great artists, such as Gabriel García Márquez or Pablo Picasso, is that of these solitary geniuses locked in their room waiting for a stroke of inspiration. Nothing could be further from the truth. But does the same work for creating B2B content?
Artificial intelligence for content
It is known that the Colombian writer dedicated several hours of his daily routine to exhaustive research into the many topics that he developed in his books. Topics such as the alchemy techniques used by José Arcadio Buendía in One Hundred Years of Solitude; or the home remedies that Simón Bolívar used to alleviate his ailments in The General in His Labyrinth. For his part, the Spanish painter was a tireless worker, and there is no other way to explain why he managed to create the impressive figure of 26,075 pieces of art throughout his artistic life. “ Inspiration exists, but it has to find you working,” he said.
Something very similar should happen with the teams in charge of producing content for brands and/or companies. And we say “should” because, according to our experience in the world of Content vp communication officer email list Marketing , a recurring practice that companies have when creating content is to do so through intangible methods such as “inspiration” or “nose”, instead of developing their Content Marketing strategies based on data, numbers and real facts.
But, “how can data help us create the most appropriate and engaging content for our audience?” “How should we integrate it into our Content Marketing strategies?” are some of the most frequently asked questions that brands ask us when adopting this approach.
What is the answer to all of them? Here we tell you:
Data and content marketing
Step one: what should we write about?
It sounds like a simple, even obvious, question, but in reality it is a decisive step when starting to develop content strategies. The way brands approach it will largely determine their success or failure in this area.
As is often the case, companies that begin to develop content strategies do so based on “guessing” or “insight.” They do this to determine what kind of topics their audiences like the most. This may work for the first few months, but as time goes by, imagination inevitably falls short, generating frustration in marketing teams, who begin to fall into common mistakes: repeating topics, creating content that doesn’t engage with the audience, adopting a much more advertising-driven style, and – in the worst case scenario – believing that Content Marketing is useless.
On the contrary, brands that decide to use data know which content most engages their audiences. This allows them to radically improve their results.
To achieve this, there are data-based tools such as True Content® , which allow brands to know exactly which topics, subtopics and content most engage their audiences, and thus guide their Content Marketing strategy with sound reason.
In this regard, True Content® has a Brainstorm Topics module that allows you to identify not only the topics that audiences usually consume through the Internet, but also the most specific and/or relevant aspects of that content .
For example, if the target audience is the presidents and vice presidents of banking entities, thanks to models such as Brainstorm Topics , a fintech company can find out if they are reading about financial technology and, at the same time, know precisely what kind of articles are generating the most engagement and/or interest in this target group; whether those that talk about collective financing networks such as crowdfunding or, on the contrary, those that address the blockchain phenomenon and its impact on the financial sector at a global level.