Public Relations & Social Marketing Insight

Big data is all the rage right now. Marketers are scrambling to extract value from the 2.5 quintillion bytes of data that are being created each and every day. This data can lead to insights about buyer intent, customer engagement, content marketing effectiveness, and more. In fact, in my last post for Content Marketing Institute I offered 3 ideas on how content marketers can use big data to improve or enhance their content marketing efforts.

But it’s easy to be overwhelmed by all of the possibilities and data at hand. Once you have your goals in mind, how do you uncover the best insights for informing your content marketing strategy without being bogged down by the data deluge? Here’s a look at the best of the usual suspects — as well as some sources you may not have considered yet — to better inform your content marketing program...

Shift the way you think about content by seeing how it can actually save you time and money in the long run.

Think of content as an investment, if only for the SEO value it will provide. When you create one blog post -- just one day of content creation effort -- it's indexed in search engines forever. If you create one blog post, and create it well, that can drive results for your business in the form of traffic and leads for years and years to come.

So while one hour today may seem impossible, that one hour of work could drive hundreds or thousands of leads in, say, ten years

Talk about ROI.

This concept of creating once, and creating well, should be applied to marketers at any stage -- but none is more critical than marketers undergoing a website redesign. If that's you, now is the ideal time to invest in carefully choosing your page structure, and thoughtfully crafting content to perform well for both readers and search engines. A successful build (or rebuild) will make your website an enduring presence online. A great keyword strategy combined with appropriate content and site structure turns your website into a 24-hour marketing machine for your company!...