How We Use ZQ Intelligence Data To Develop Original, Insightful Content Marketing
Nothing is as powerful as a strong narrative with compelling data behind it.
That’s why examining data has become an indispensable tool of journalists. Newspapers including The Guardian and The New York Times invest heavily in data journalism, and data has been behind big stories on topics ranging from the impact of vaccines on infectious disease to the impact of AirBnB in San Francisco to the Pulitzer-winning investigation of the Panama Papers.
Data has a place in content marketing, too. In 2015, the Harvard Business Review (HBR) declared that data was the next big thing in content marketing. Yet relatively few companies draw upon original data to create compelling reports, blog posts, and other content to draw visitors to their website and raise brand awareness.
Based on our experience, this is a missed opportunity. We draw inspiration for our content marketing from the data collected by our ZQ Intelligence software, which passively captures consumers’ digital behavior on their computers, phones, and tablets.
This makes for original and compelling content marketing, which draws traffic to our website and makes us an authority on marketing topics.
Here’s how we do it—and how your company can do it, too.
How Data-Based Content Marketing Strengthens Your Brand
As outlined in the HBR, a data-based approach to content marketing offers important benefits to businesses, including:
- Website Traffic. Choose your keywords carefully, and your blog post or report can be one of the top hits when people search for data on your topic or industry. This will make it relevant longer than content without original data.
- Value. There is an immense amount of content out there, but little of it offers the value of fresh insights based in real numbers.
- Authority. Share original data on a topic, and your company will quickly be seen as an authority that topic. It may even lead to media mentions and interview requests.
How We Turn Data Into Content
We have a simple five-step process to use our data to create content.
1. Identify Topics
Our audience is marketers and decision-makers who want to make smart decisions for their companies based on data. The first thing we do is consider the news, research, and trends from their perspective: what’s on our audience’s mind? What do they want to know more about? What topics will they find interesting and helpful?
2. Consider the Data
Now that we have identified the topics of interest to our audience, we consider what data is available through ZQ Intelligence, and what data we want to pull. Data can be segmented in a few ways: by demographics such as age, gender, race, location, and household income; by device; and by consumer behavior.
Our ZQ Now platform lets you search the incident rate on certain targets — once you insert your parameters into ZQ Now, you can decide if the targeted info you are interested in has enough of a sample to do a survey with. If it does, you can use the ZQ Now tool to request a sample of data from us, which you can then use to craft your original content.
Where we have a topic that our data can meaningfully speak to, we have the start of a blog post, whitepaper or infographic.
3. Pull the Data
Using the parameters we set in step 2, we pull the data, and request a sample from the research team.
4. Analyze the Data
For many marketers, this is the fun part: digging into the data. We analyze the data to find trends and patterns, note anything unexpected, and make other observations. It can be fascinating to find certain assumptions confirmed, while others are disproved.
5. Craft a Narrative
Next we craft a narrative based on the data, and turn that narrative into a blog post or report. Ideally, a good narrative gets to the why behind the data. Why do website visitors do x and y? Why are mobile users more likely to do z? Getting at the why behind the numbers offers value for our readers.
We also include a methodology section to demonstrate the validity of our data, and note any limitations.
It’s fun to turn data into something others can learn from, and it is a huge boost to our content marketing efforts. Consider digging into the data your company has to boost your content marketing efforts, too.