Leveraging Unique Data For Powerful Content Marketing. Whenever we look back at our best performing content, the data is pretty clear: when we leverage our unique data, our audience responds. We can provide valuable data and research by sharing our unique dataset. Therefore, you should be able to offer unique data and a unique viewpoint to your target audience. But by sharing your unique data, not only are you acting as a valuable resource for research, you’re demonstrating your capabilities. But it’s way more valuable to be able to compare the down-funnel performance of your AdWords ads. Is your AdWords revenue per lead as good as your industry benchmark? Because we have this data from hundreds of customers, we can provide this valuable data. Essentially, while other benchmark reports answer, “Are you driving clicks as well as your peers?” our report answers, “Are you driving sales opportunities, pipeline, and revenue as well as your peers?” This dataset is really valuable and has proven that it has earned a lot of trust from prospects and customers. When marketers share their unique data, they create valuable content that builds trust with prospects.
As a content marketer, I’m always trying to deepen my understanding of our audience. What information are they looking for and how can I provide something that’s valuable? To figure this out, we look at the data. What are people — specifically our target contacts and accounts — engaging with and what content is moving them down the funnel?
Whenever we look back at our best performing content, the data is pretty clear: when we leverage our unique data, our audience responds.
Taking a step back, for long term success, marketers have to create win-win situations. If your audience gets value, but your business doesn’t, the situation becomes unsustainable and you will no longer be able to provide value for your audience. On the other hand, if you create a situation where you can get value, but your audience doesn’t, you’ll lose your audience. For marketing to work, it must be a win-win.
Effective content marketing provides value to our readers, and in return, they give us a little more trust. This can take the form of a form fill, a demo request, a referral, a returned email, or a number of other actions.
When we’ve built up enough trust, prospects have confidence in us and believe that our product will benefit them as promised, and become customers.
On our part of this value exchange, there are several avenues in which we can provide value. We can provide inspiration and demonstrate knowledge with thought leadership pieces. We can teach prospects how to get better at their jobs with educational content. We can provide valuable data and research by sharing our unique dataset.
For many companies, especially those in the martech space, a key product differentiator is a unique approach or a unique perspective on data. Therefore, you should be able to offer unique data and a unique viewpoint to your target audience.
(NOTE: Above all, be good to your customers. Take all necessary steps to do so, such as removing or anonymizing and aggregating sensitive data.)
But by sharing your unique data, not only are you acting as a valuable resource for research, you’re demonstrating your capabilities. For us, because we are a marketing measurement and…
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