More and more companies nowadays are beginning to use content marketing, and most of them invest in it more than a quarter of their total marketing budget. Content-led campaigns are relatively new and this is, probably, why most companies are doing it wrong and their return on investment is low or even absent.
Failed content marketing campaigns lack direction and are based on mere suppositions. The marketing team makes assumptions on what is more likely to engage the audience and so the idea of the campaign is born. No actual data is used in designing these campaigns, and, thus, it is no wonder that they fail more often than they succeed. But customer data is not difficult to get, especially with the possibilities offered by social media.
The Facebook Ads platform, launched in 2007, is the most popular source for gathering social data. Knowing the customer demographic is very important when creating content, and the ad platform is a great tool to build such a database. Marketers can find out what other brands their followers like, what topics they are interested in, what posts draw their interest. These different bits of information, processed and then skillfully used to write content, can guarantee the success of a campaign and ensure a satisfying return on investment.
Having an extensive customer database within reach, marketing teams can stop supposing what would engage users. Instead of brainstorming potentially profitable ideas, the team can focus on analyzing exact data and create content that will match the followers’ profile. Most certainly, the campaign will be much more successful if the marketing team has information about what has previously engaged users.
The data that can be collected with the help of an ad platform is very rich and, if used wisely, it can maximize the success of content marketing.
