5 Data-Driven Content Marketing Tips You Need To Use Right Now

Today, marketers have access to powerful competitive research tools that reveal almost anything about a competitor’s marketing tactics: search keyword what do they focus on, how they build links and even traffic how they can create.

The bad news is that there’s an upside to that coin: your competitors have the same level of insight.

In other words, you and your competitors are operating on publicly available data, which makes it even harder to succeed.

As we all know, the smart approach to content marketing is the approach data-driven . However, the smartest approach to marketing is prioritizing your own data — something that no one else has.

Instead of following your competitors and trying to match their success, use your own data and let them follow in your footsteps.

Here are five types of internal data that will help you create a unique, effective and effective SEO content marketing strategy helps you stay ahead of your competition.

1. Create an efficient dashboard to merge different data points

I’m a self-proclaimed control freak, so the first step in setting up any strategy is always to be organized.

If you are a marketer dealing with large websites (or many large sites), as well as numerous paid and social channels to promote your owned media content and selling touchpoints customers, it’s important to aggregate multiple data sources to capture unique patterns and insights.

However, the more data you have, the more confusing it becomes. This is where AI-enhanced business intelligence solutions like Sisense work, enabling marketers to consolidate, visualize, analyze, and report on data from multiple sources.

Sisense dashbaord

Consolidate, visualize, analyze, and report on data from multiple sources with solutions like Sisense.

In addition, Sisense allows you to create your own custom data reporting applications that you can embed as analytics dashboard and interactive reports for internal use – or even as a piece of the value you provide to external stakeholders.

Once you create your dashboard, decide what kind of data you should track to create a better performing content marketing strategy.

This is where you can start…

2. Update your best converting content

In most cases, around 20% – 30% of any website’s content is responsible for 70% – 80% of its traffic.

And that is fine.

All in all, it may be wiser to let your best performing content perform even better than to futilely try to make your weaker content start yielding results.

At the very least, optimizing your best performing content is truly an opportunity not to be missed.

Finteza is a web analytics suite with a strong focus on conversion monitoring. You can set up multiple events that you want to be tracked on your site to gauge your content performance. Finteza helps you identify the content that does the best job of converting your readers into buyers or subscribers.

  • Select the main event you want to track on your page.
  • Click on the “Pages” report, which will be sorted based on the conversion of your website visitors.

With Finteza, you can see which pages do the best job of converting your website visitors — these are the pages you want to focus on ranking higher on.

3. Track your site’s internal search

While your Google rankings are public (thanks to all the competitive intelligence tools available today), your internal site search is your own source of data that no one else has access to. access.

And yet, it’s one of the under-using data sources out there, with very few publishers paying attention to what their readers are looking for.

Your internal site search is like a map of everything your target audience wants and whether your site meets their needs, especially if you’re using the right tools. fit.

Google Analytics offers a powerful web search analytics option, also available for free. There is also a series WordPress plugin enhance your site’s search functionality as well as reporting on what is being searched and how the search results seem to please site users.

Internal Site Search: Google Analytics

Screenshot source: Internal Site Search Optimization : Best practices for your site (also a great guide to bookmarking)

4. Re-optimize for your most clicked keywords

Almost right half of Google search results is comprehensive and interactive enough that the user will never click elsewhere. In other words, the Google SERP is sending fewer and fewer clicks to publishers.

However, Google is still the most effective source of traffic out there. According to various case studies, organic search optimization can yield a significant increase in ROI. ClickMatix, an Internet Marketing agency based in Melbourne, quote an average of 30 % increase in revenue and up to 150 % increase in conversions in about 6 months after implementing an SEO strategy.

Your SEO strategy should focus on targeting rankings that bring in clicks.

This means that not all rankings are worth competing for.

But how do we know if a particular search query will generate traffic until we actually get our page to rank there?

The first step is to take the publicly available data into account ( search volume and more ). The next step is to review the SERPs before optimizing them. In many cases, as a searcher, you can tell if other users feel compelled to scroll down and click on organic listings. For example, in the case below, the need to scroll beyond the first image result is very slim.

clickable search results example

There is no need to scroll beyond this view.

But your most trusted data source – again – is yours.

Google Search Console allows you to identify search queries that send you clicks – even if your page doesn’t normally rank #1. These are the ones you want to rank higher for. If you get clicks when you rank #3 or below, rest assured that traffic will be much better when you rank #1- #2.

Google Search Console example

Look at your keywords with the highest click-through rates on Google Search Console and identify search queries that send you clicks, even if your page isn’t in #1.

5. Create content to solve your branded search queries

Finally, check out how your current and future customers are searching for your own brand – this will give you a lot of insight into how they feel about it.

Are searchers having trouble navigating your site or finding some specific information? Do they look for reviews? Are there any negative terms (scam, bad, etc) that happen to be searched for with your brand?

Again, Google’s Search Console gives you access to that data. Be sure to use the “Query” filter to narrow search queries to those that include your brand name.

Branded Search Queries example

In Google Search Console, filter by query and review your branded search queries.


Today, content marketers have access to more data than they want to use, a pity because knowing what data to use and how to use it can put you ahead of the competition. Hopefully, the tools and ideas above will help you get started!


By Nguyen Manh Cuong

Nguyen Manh Cuong is the author and founder of the nguyendiep blog. With over 14 years of experience in Online Marketing, he now runs a number of successful websites, and occasionally shares his experience & knowledge on this blog.