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Utilizing Data to Create Content

Data is a powerful tool when it comes to campaign optimization, measuring success, and now, content creation and promotion.
Ariella Torv

Data is a powerful tool. It’s used to build and optimize campaigns. It’s used to tell stories and gather learnings. It’s used to measure performance and success. Where does data fall however, in relation to your content strategy and distribution? Is it used to influence content decisions or simply just to measure a posts performance? With 56% of social marketers using social data to understand their target audience, where does it fall in the pipeline of actually creating content to resonate with said target audience? 

One of the main challenges any social media or digital marketer faces is finding and publishing the right type of content for their audience. The best way to solve that is to start with data, by using it to understand the type of content that your audience relates to and wants to see most. 

It’s all about the data  

The only place where likes, comments, and shares are used as a valid measurement tool is within the digital marketing space. But we’re challenging the status quo, and we’re asking, how is that still a measurement tool? While it helps paint a picture into the type of content that performs well with your audience, what did those likes, comments, and shares actually provide for your organization, besides vanity metrics? While those metrics are important in the grand scheme of things, they can no longer be the only take away when it comes to social performance. Did those likes create any new entries within your CRM? Was anything purchased from your online store? 

Social media is a great portal for engaging with your audience in an organic way, but it’s also a portal to anonymous engagement. That’s why we turn to data-capture and data in general to begin telling the story of the audience behind each like, behind each comment, and behind each share.

What kind of data are we talking? 

When you look into your business accounts within social platforms you’re able to see a few things right off the bat. Reach, level of engagement, impressions, which percent of your audience is male/female, what region they're from, etc.- it doesn’t really offer much detail and you’re unable to get into the nitty gritty of who your audience actually is. You don’t know the best way to contact them, you don’t know their unique preferences, what offer made them convert, you might know what type of content performs best across your entire page but you don’t know the type of content or offers that resonates with each specific user. 

Let’s take a look into the sports world. Football giants Real Madrid are estimated to have a fanbase of ~250 million, with ~111 million of them just on Facebook. And with a population of ~47 million, according to the World Bank, we instantly understand that a majority of Real Madrid’s fans are overseas, and digital ones at that. How can an organization of that multitude possibly paint a picture of their digital audience when the only available data they can go off of is what the social networks are willing to provide. There is a disconnect yet there is engagement. 

The digital space is one of the few spaces where you have both an engaged, yet anonymous audience.  

That’s where we come in 

We’re proud to lead the charge of legitimizing fan data for organizations that have the following, have the audience, and the engagement, but only have basic metrics like reach, likes, and impressions to go off of. Here’s how we do it. 

We take your content and turn it into data

With Pico technology, not much has to change within your content plan. We simply utilize the content you’re already creating and pair it with one of our various digital activations. And while the activation provides a nice, fun experience for the user, it’s the conversational flow that captures the unique data that builds robust user profiles. 

If you have an upcoming match, we would suggest an activation where fans can predict the first or final score of the game. Even which player will make the first shot. If there’s an upcoming birthday, we would suggest a trivia-style activation where fans can put their knowledge to the test, and even win a prize if that’s an option. These are examples of activations our clients have run in the past with some of the questions that have been asked within the conversational flow to learn more about the fan playing: What’s the best way to reach you if you win? How do you follow us- on social, on TV, newsletter? Who is your favorite player? What type of merch do you prefer? Are you a season ticket holder? Do you want to hear weekly/monthly updates from us? Each data point captured now belongs to your organization and can begin to influence new tactics and strategies to best serve your audience.

The ability to get to know your fans on this 1:1 level, and understand what will make them click, and convert is invaluable. It’s also providing your organization with first party data that is solely yours. And it’s creating new profiles within your CRM. In 2021, don’t settle for anonymous engagement, aim to own the data!

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