siliconindia | | March 20189Using the right combination of data analytics and content tracking, a smart marketer will be able to ensure that they provide customized quality content to each of their customersbuild it, they will come'. Your consumer is no longer looking for information about you. They are looking for solutions for themselves, and Google and other search engines are understanding that more and more. Practicing good SEO is not a surefire way of gaining traffic, especially if your content has no real value to offer. As a result, you have to be more creative with how you optimize and distribute your content. You need to be on top of consumption trends, and ready to adapt accordingly ­ Are you providing mobile-ready content? What about voice-based services such as Al-exa or Siri? Video is currently the rage, and live videos are becoming increas-ingly popular, especially for B2B busi-nesses. Are you looking to the future when it comes to your content market-ing strategy and processes? Or are you still a step or two behind?With so many options, and new technologies becoming more acces-sible every day, marketers need to push themselves to stay relevant. When you couple that with the ever-in-creasing number of channels available, the potential is limitless. It's exciting, if you think about it. We've entered a new almost-gladiatorial era, where only the strong will survive, and the best will rise to the top. If you truly understand your consumer, you will know how to provide them with the value they need. While that may take more time and effort, the pay-off is a customer that is committed to your solution from Day-1. Of course, it's all meaningless, if you don't have data. Trying to come up with a successful content strategy today without data is like driving blindfolded in the dark. When each factor can make a signif-icant difference to your chances of success, you need to carefully track how all your content is being engaged with. Today's analytics tools are all in-creasingly silo-ed, as a result, you end up with many types of disparate data that you must then map to each of your customers, in order to understand how they got there, and why. That gets very chaotic very quickly. So, what should you do? Well, let's think about it this way: what is common across all your platforms? The content. Sure, they are housed in different locations. Yes, they are optimized for differ-ent objectives. And of course, they are tracked by different tools across those channels. But by and large, your content is what makes you unique. It's the voice of your business, and that's not going to change too much. Why not leverage that, then? That's where you're going to see the next big innovation in content. The industry is desperately looking for a way to create this consolidated image of the customer, and gauge exactly how interested they are, but they just don't know it yet. Gaining that insight will help you build more detailed buy-er profiles that you can then leverage into providing more specific value and develop more focused solutions. You'll also be able to have complete control over your content, how it per-forms, how your users engage with it, and better understand what works for you.Using the right combination of data analytics and content tracking, a smart marketer will be able to ensure that they provide customized quali-ty content to each of their customers, allowing them to pull themselves out of the `trough' and into enlighten-ment and productivity. The business world is now rife with opportunities, and the savviest of us would know how to make this situation work in their favor.
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