Use it for a profitable content material advertising and marketing technique

Today’s content-driven marketing requires a lot of research. As a digital marketer, you have to develop a content strategy with the help of data and analysis instead of instincts. Any content strategy that you think might work isn’t going to be as effective as you think.

Your digital marketing strategy should effectively promote high quality prospects for brand awareness. This can be done with the help of intent data. It gives you better chances of reaching and interacting with your target audience using data-driven marketing.

We’ll show you the most efficient ways to use signals of intent in developing your content marketing strategy.

What is intent data?

Intention data is a person’s behavioral data in relation to their online activities that combine both topic and context data. You can use this data to determine, for example, whether a person has expressed an intention to invest in your solutions and products or similar based on their search behavior and their online views. If so, then you can educate your prospects about the value that you have to offer them with your products.

Sales and marketing teams collect the intent data from research topics relevant to their business based on the potential customers’ online consumption of:

• Infographics and blogs
• Articles and news
• Product reviews
• Bulletin board
• Product comparisons

Organizations and marketers that collect and use online intent data can reach buyers much sooner than those who don’t. The data can guide the decision-making process before a competitor even recognizes the interest of its potential customer.

In contrast, web tracking data is narrower as intent data. However, with Webtrack data, you can track the activity of potential buyers visiting your platform and increase lead scores. Ads and email campaigns can help attract leads, fill out the forms and submit on your website.

However, this data does not take into account the people searching for topics related to your solution or product. There is a chance that potential customers will visit other websites that are relevant to your product or solution. Without intent data, you will not be notified of their activities outside of your website.

How do you collect intent data?

The intention to buy can be determined based on content consumption data. this plays a crucial role in developing a compelling content marketing strategy that will convince visitors to become buyers.

You can purchase and access this data from a third party provider. These platforms collect online research activity and aggregate it through a data exchange collaboration, a collection from thousands of media publishers, B2B websites, and other sources.

The weekly summary of these activities sets a precedent for the average content consumption of each individual. They are looking for topic searches that are beyond the normal level. In addition, they analyze billions of online browsing events where potential customers researched solutions and products.

You can’t rely on raw data, so data providers use several indicators to generate a “spike” including:

• Amount of content consumed
• Types of content consumed
• Number of consumers
• Scroll speed
• Time on hand

The spike data enables providers to send relevant information at the right time in the buyer journey unhindered. It also instructs sales reps to focus and direct their efforts in the right place at the right time so they can seize the opportunities that arise. You can use coding boot camps for learn how to analyze data and apply those analytical skills to succeed as an efficient content marketer.

5 ways to use intent data

A benchmark study on demand generation from 2020 explains that intent data is already helpful 51% of marketers to lead their campaigns. However, this means that half of them are still missing out on exploiting this precious data. If you’re one of those marketers, here are five ways you can use intent data to develop successful content marketing strategies.

1. Monitor the content consumption of your potential customers

Understanding your buyers behavior and what type of content they want to consume is important. Delivering the same content to every type of buyer is inefficient because you cannot intrigue buyers with different personalities.

Intent data can help you spend time creating the kind of content your prospects are looking for. Whether you go for long pieces or short pieces, incorporate video content, or focus on crisp blogs, it should all depend on the preferences of your buyers.

2. Address relevant topics

Intent data will help you develop a deep understanding which content topics your prospects are currently consuming. You can use this data to target relevant content topics for your company and your prospects. What specific topic are you looking for the most? Can any of these topics serve as a follow-up guide for your product or service?

Knowing the concerns of your target audience inside out, rather than just having a broad understanding, will increase the effectiveness of your content and help you move up in the SERPs. After all, the top result in the search engine will be from Google Clicked 30% of the time, with 15% for the second result and 10% for the third.

3. Discover content gaps

Knowing the gaps you don’t fill will make your content team more efficient as they will be able to determine and focus on the type of content they need to produce in the future. In some cases, they can even recycle older content to target prospects based on signals of intent. Content resources may be limited, but intent data can be your ultimate resource for filling the content gaps that are currently sustaining your marketing.

4. Determine the placement in the sales funnel

You can use intent data to prioritize your efforts and determine the placement of the sales funnel. Because it also gives you insight into your target audience, you can do better understand the buyer’s journey and lead to more robust sales.

For example, if your prospects are looking for a familiarity topic, it means your sales and marketing teams should prepare content for the next level. However, if they are already in the evaluation phase, then you can leave them alone and move on to the next goal.

5. Prioritize personalized content

According to a study, 90% of US consumers think marketing personalization is attractive. Intent Marketing allows you to personalize the content of landing pages, articles, and case studies by segmenting your audience. Knowing the topics and types of content these prospects are interested in will help you prioritize your content and tailor it to their needs.

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There is almost endless potential for intent data to customize your content marketing strategy. If you want to increase brand awareness and demand for your product, shorten sales cycles and increase conversion rates, and Account-based marketing strategy is the way.

This post was written by Nahla Davies, a software developer and tech writer. Before she devoted her entire work to technical writing, she managed – among other fascinating things – to function as a senior programmer at an Inc. 5,000 branding organization whose clients include Samsung, Time Warner, Netflix and Sony.