In a world gone crazy over content, smart marketing people are asking a deeply existential question – what happens to my content once I set it free?
The questions include:
- Does it induce interest from your audience?
- Is it able to break through to your target demo?
- Is it able to achieve multi-channel penetration?
- How long can it’s cycle be extended?
- Does it take on a life of its own?
- What is its path?
- Who does it touch?
- How is it consumed?
- Who is sharing it?
- Who are they connected to?
- What granular information is available about these people?
- Have these people interacted with my brand before?
- Can this performance be tracked in real time?
- Can it be done across competitive sets?
There are more questions. But I’m starting with these today. While your can fine tune who you’re writing, shooting and developing for – how much do you know about their consumption relationship with your brand? Can you adjust your earned, owned and paid strategy on the fly? Are you looking at conversation momentum and metrics? Is your KPI some standardized set of metrics that cannot produce anything actionable?
For the last twelve months, my team and I have been working to deepen our data driven strategy. We’ve been doing research (defining the problem, taking demos and a whole lot more) every week, learning about virtually every type of analytics & reporting software on the market so that you don’t have to. Because who has the time or the mental bandwidth to do this every week? (A: Firebelly does)
For example, for our new influencer package, our data guy Cameron Hail has sewed up all of the analytics programs we use, integrating the best features of every type of software available to us to give you a view of the social conversation & content dissemination that approaches omniscience. Pssst: now think about combining smart content and real time analytics. Get my drift?
According to Cameron: “Analytic insights, geared towards creating a more aggressive & action-oriented content strategy is like falling in love. Something that is just indescribable becomes so simple and real–you wind up feeling like, how could I have ever survived without this reporting process?”
The first part of solving a problem is asking relevant questions.