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5 places to source data for better data-driven content

What's New in Publishing 10 Jun 2021 07:25

The most powerful pieces of content are informed by data—not just a hunch.

In an internet full of content—plentiful fluff pieces, sources without citations, and simple regurgitations of existing content—original insights and unique data-driven content stand above the pack of search results. Being successful at content marketing’s getting tougher by the day, and content differentiation is a real challenge that companies are facing. 

There is good news, though—each brand out there has data under the surface to mine—whether or not it’s readily accessible as-is. There is a multitude of sources to mine for data that is specific to your products or services (and some that you may not have thought could yield useful data!) to inform pieces that will resonate with your target audiences. We aim to illuminate a few that may have previously flown under the radar to get you thinking.

1. Social media polls to read your audience’s pulse

For gathering differentiated data insights quickly from an audience, social media polls are extraordinarily cost-efficient, relatively painless, and a powerful source that brands often overlook for data-mining opportunities.

In the absence of easily parseable or accessible data, though, you can conduct customer surveys through SurveyMonkeyGoogle Forms, or Typeform to collect insights to inform content to bring value to your audience.

Additionally, highlighting what customers have achieved using your product or service is potentially the most powerful tool for marketing your company at the bottom of the funnel. This can take on the form of case studies or testimonials. Beyond your product or service, interview customers to understand how your product or service has transformed how they operate and do business—and make sure as many of their quotes as possible are backed by hard numbers. Numbers make it real.

4. Google and keyword searches to propel data-driven content marketing

Backed by Google’s data-driven algorithm, it’s evident that the searchers need more content for the “types of insomnia” because it shows up in “people also ask” and “related searches.” Even a few cursory searches open up new venues for research to ultimately create a more comprehensive piece of content, delivering on more related topics than just “insomnia” to an eager audience looking to solve a problem.

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