Page 12 - The Ultimate Guide to Content Marketing
P. 12
Through Content Marketing
We Learn About Who We Are Marketing To
Another reason content marketing is so im- vested in content marketing – and who are
portant is, it is the secret to understanding adept at making sense out of their market-
our customers. The data we’re seeing as ing automation tools and CRM – a huge ad-
people move along the customer journey vantage. With the insights gained, it’s possi-
– engagement rates on social media posts, ble to:
which videos people watch, which e-books • Create better buyer persona
people download, the blog posts they read • Develop more accurate buyer
all the way through and then share with their segments
networks – this is incredibly powerful informa- • Improve personalization – which I truly
tion for marketers. believe is the foundation of a better
customer experience. Hawkeye, a
By tracking which content is the most suc- platform that focuses on analyzing
cessful, we’re learning more about our con- content data, calls it content
sumers. This gives brands who are heavily in- intelligence.
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