4 Ways Customer Data Influences Content Creation


Content creation is an ongoing effort on your part. You’ve got to continually find topics of interest to your audience. So how can you do that? How can you ensure that the content you create always hits the mark with your current and future customers? You might be surprised at the answer.

Believe it or not, your customer relationship management (CRM) platform and website analytics can be hugely beneficial in giving you insight into what your audience wants to read more about.

Gathering data from your customers about the pages they visit on your site or blog, the products they buy, and overall trends in your industry can color the content you create. Here’s how.

1. The Products They Buy Can Have Accompanying Content

Let’s say you sell hiking gear and you have a particular GPS hiking watch that’s a best seller. If you spend even half a second researching your customers, I’m willing to bet that those who buy this watch...wait for it...are really into hiking and technology! I’m making a really basic example to prove a point. Knowing something about your customer gives you ample ideas for content. Think of all the articles you could write that would be beneficial to this tech-savvy hiker:

●Top 10 Instagrammable Sunset Hikes in the US

●5 Things You Can’t Leave Without On Your Next Hike

●The Best Apps for Tracking Your Hike

2. Popular Posts Can Breed More Content

In looking at your Google Analytics, you can instantly see which blog posts have gotten the most traffic. What can you do with that? Lots. Let’s say your post, The Best Apps for Tracking Your Hike, has gotten more views than any other. From that, you can create several other pieces of content:

●Free ebook to attract email signups: How to Use Technology to Have a Better Backpacking Trip

●Additional blog post: Does Technology Have a Place in Hiking?

●Email drip campaign: additional tech tips with links to related products

3. CRM Reports Help You Tweak the Sales Funnel

When you set up reports in your CRM, you can view who’s signed up for an email campaign, who’s actually downloaded the offer, and who’s clicked other links. This information is essential to helping you improve the sales funnel process.

For example, let’s say you didn’t get many signups for the How to Use Technology to Have a Better Backpacking Trip eBook. This tells you either people aren’t interested in the topic, or the signup process is tedious. When you look at the process, you see the form requires four fields to be filled out. You decide to test it and ask for only the email address. Bam. Signups and downloads rise.

4. Data Helps You Adapt with Trends

Unfortunately, what worked last year to attract visitors to your blog and leads to your funnel may not work this year. But if you’re keeping excellent data records on your customers’ behaviors and preferences, you should be able to adapt as needed. If suddenly you’re seeing more people spending time on Facebook posts reading content rather than your blog, then you can modify your content plan to post more useful content there.

You’ve got the data to provide exactly the content that your audience wants. Now’s the time to use it!

Image via Shutterstock

About the Author

Susan Payton

Susan Payton is the President of Egg Marketing & Communications, an Internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written three books: DIY Press Releases: Your Guide to Becoming Your Own PR Consultant, 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and has blogged for several sites, including The Marketing Eggspert Blog, as well as CorpNet, Small Business Trends, and BizLaunch.
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