Intertwined from the beginning. For marketing manager Clare Carr, digital marketing and data have been a matter of course since the beginning of her career. However, for most marketers, there is an evolving challenge to using this data (and deducing actionable insights to improve content strategy), even though there is enough data. Most of us are just scratching the surface of the potential of our data.
Clare, who has spent more than six years with the content analytics platform Parse.ly, says data can do more than just "post-date" performance. Data can help us build our brand. . Data can help us become better storytellers . Data can help us attract attention .
If you do not give someone real value, turn them off. @clareondrey # B2BContentMarketing # BreakFreeB2B Click to Twitter
As part of our Break Free B2B interview series, TopRank Marketing's senior content marketing manager Joshua Nite partnered with Clare to talk about data-driven B2B content marketing, storytelling, and more. At the time of the interview, Clare was still part of the Parse.ly family, but has since become self-employed. She is now Vice President of Marketing at Chief, a network and community for powerful women in the industry.
Through the interview, you will see that Clare believes that marketing professionals should focus on how their businesses, campaigns, people, and stories can work together to drive success. It also advises us to be implicitly aware of what deserves the attention of your customers. Click the Play button in the video below to immerse yourself in the full interview.
Break Free B2B Marketing Interview with Clare Carr
Not pressed yet on play? Here are some of our favorite excerpts from our time with Clare.
Josh: It's amazing how the field of search engine optimization has evolved from a highly prescriptive to a very data-driven domain. We have to find out what the demand is. We can not just shove it in the mouths of people. Do you feel that way?
Clare: In any case, and people will turn off content that is not valuable to them. This, in my opinion, is one of the biggest changes in the last 10 years. Previously, you could sort trick algorithms. But Google has become smarter and the audience has more choices than ever before. If you do not get your attention with valuable information, then it goes elsewhere.
Data becomes, so to speak, that we can determine what these people want, especially what kind of information they want. At the beginning, we thought a data-driven marketer would be someone who was able to track everything correctly, specify their conversion path, and identify the KPIs and metrics they need to measure. But now it's about applying data to content.
I think the biggest surprise for the people is the data that can really be closely linked to your brand. It can be something that makes you unique and unforgettable. It is something that is difficult for other people to replicate.
Data can be linked very closely to your brand. It can be something that makes you unique and unforgettable. @clareondrey #DataDrivenMarketing # B2BContentMarketing # BreakFreeB2B Click to Twitter
So if you can turn data into something that people associate with you, they can trust you more, connect more with them, and tell better stories. All these things that you as a content marketer, as a B2B marketer, want, can actually do data for you. It is no longer just good writing, good storytelling and good creative work.
Josh: Are you just talking about the first party research that could make brands? Or is there another way to associate this value of data with the brand?
Clare: First-time research is certainly one way to do this. I think that internal data is generally something that more brands should focus on to see what's available to them and how to use it for content.
For example, [Parse.ly is an] analytics companies and we have individual customer dashboards, but we can spot trends in 10 billion monthly content interactions. We are often asked, "Do more people read content from Facebook? Are you from Google? "This is all information that is basically down flow data for us, it's data that we have and that we do not use in our product, so we can write a lot about it, we can share it with people, we can help them too Understand how they fit into the industry's general trends and whether they are on the right track or if there are things they need to change Strategy It becomes a source of content, it becomes customer loyalty, it becomes industry and education.
Josh: How can you pass this data on to content people so that they make sense and you can use them?
Clare: That's the big challenge. I think many people underestimate the importance of connecting these worlds.
Many people underestimate how important it is to combine the worlds of the data team and the content team in one organization. @clareondrey #DataDrivenMarketing # B2BContentMarketing # BreakFreeB2B Click to Twitter
I've seen that part of it is just repetition, providing them with data that they understand. We have many customers who use Parse.ly for this purpose. They bring their reports, which are very easy to understand and contain a lot of data, to their data team and say, "Hey, you know, we're doing some really great stuff with them too, here's the data to prove it, how can we work together? "
Then your PPC team or SEO team says, "Hey, wait a minute, this content is really performing. We will begin to include this in our programs as well. "We have seen that some companies are very successful with this, but it requires a human element that can not be taken out of this equation. Maybe people sometimes buy beer or pizza or maybe a gluten-free option, you know, depending on what everyone wants. Convince them that both sides of these coins are very important. If you want to achieve the success of your business, they must ultimately work together.
Visit the TopRank marketing blog and subscribe to our YouTube channel for more Break Free B2B interviews. Here are a few interviews to whet your appetite: