Data & Content Are Keys to Profitable Audience Building
After long experience supporting publishers and media owners in circulation/audience growth, AccuList USA can affirm that, in the age of big data and exploding digital content, targeted data quality and database management are more essential than ever to profitable audience development.
It’s All in the Data
A recent Marketo blog post backs up that assertion with their advice. Demographics and firmographics are a key starting point, but now media owners also can mine transactional data, behavioral data, and psychographics/interests across channels, the post notes. Smart use of first-, second- and third-party data allows for tailored content, offers and channel targeting. As the Marketo article explains, “For example, you may know that a reader is a part of a cohort that is female, between 18-35 years old, with a household income between $64-96K….But what could you do–in terms of engagement–if you learn through her content consumption patterns that she’s interested in football, responds to sponsored content from travel brands, and mostly responds to content that’s shared on Facebook?”
And Data Management
Yet more data from multiple sources–web, print, mail, e-mail, social media–also presents challenges, and Marketo cites Folio’s recent survey of publishing leaders, which found 71% citing data management as a top priority for creating and monetizing media products. The solution is a single hub for audience data and automated cross-channel processing in real-time, the post advises. With a complete data profile of the audience, the focus can turn to delivering the right message at the right time to the right target. And we would add that an effective database will require strategies and support for data hygiene, database appending, analytics, and segmentation as well as automated triggering of messages across channels. Automation doesn’t apply only to digital messaging, by the way; marketers can capitalize on direct mail’s top response and brand engagement with automated mail triggering based on digital activity.
Commitment to Content
In publication/media marketing even more than other brand marketing, content counts. Faced with ever-growing digital content noise, media owners must work even harder to deliver content that interests and engages the target audience. To that end, a helpful Content Marketing Institute article by Neil Patel recently listed four common mistakes. No. 1 is offering content of more interest to the brand/publisher (and its advertisers/partners) than to the audience. Only audience-centric content builds audience. No. 2 is to focus only on selling in marketing messages, especially if poorly targeted. The long-term value of authenticity and relationship building suffers when the sales pitch is obvious and not personalized. No. 3 is an SEO addiction to the point of stuffing keyword phrases and irrelevant links into content, which can turn off and confuse readers and even earn search engine penalties. And No. 4 is an obsession with content quantity over quality. Simply delivering more content more often than competitors, especially if it is unwanted, sloppy and self-serving, is likely to turn off audiences. For good content marketing examples, go to Patel’s content marketing article.
