Monthly Archives: January 2018

How To Use CRM Data Mining For Smarter Content Marketing

Content marketing isn't easy to do. There's no doubt that it's effective, but it's very hard to do it well. It's a little like publishing a book blindly. You have no clue if anyone will be interested enough to read it - and want another. Despite this, content marketing is still an important part of any marketing plan - so how can we overcome this problem?

One strategy is to write your content so that it is targeted to a specific type of individual. This isn't a new concept in marketing. Buyer personas are a core concept but most buyer personas are an educated guess. The buyer persona you're targeting may not be the type of person you're actually attracting with your content.

If your company does have a number of customers already and wants to really leverage the power of content marketing, then a more refined understanding of who is actually participating with the company is necessary. When you know your audience you can write to them. That's where data mining can come into play.

Data Mining your CRM

Data mining is a set of processes for analyzing a large dataset to find statistically significant information. Most data mining for content marketing purposes uses sophisticated engines to crawl through the net to find signals related to particular keywords or topics. From this analysis, predictions are made to learn more about what type of person reads what, and what readers of one topic might be interested in reading next.

But this can be turned around the other way. Instead of looking at the wider net, you can use data mining techniques on your own customer database to see which visitor behaviors correlate with particular pieces of content.

You might be asking isn't that what analytics is for? True, analytics can help but data mining takes it one step further. Analytics by its nature only looks at surface behavior, and for a small to medium-sized business this might be all that is necessary. A simple examination of which articles performed the best is a pretty good indicator of what your audience is interested in. However, if you have a large number of visitors there may be deeper patterns that cannot be so easily discerned. By leveraging these patterns via your content marketing it can become more effective.

Examples

Here are some of the questions data mining can answer when done right from a content marketing perspective:

  • Which articles or keywords did your customers read before, during, and after a purchase? What are the correlations between these?
  • Is there a shift in content consumed when moving from one product purchase to another?
  • Why did a particular post go viral? Was it an outlier, or did you tap into something deeper?
  • Which combinations of article reads are most likely to signal that a customer is close to making a purchase?
  • What are the common characteristics between the people who follow your content channels all the way to a purchase, and what might be different in the ones that fall away?
  • Are repeat customers even reading your content at all?

Let's take an example from Sink Law, a large personal injury firm, and their blog. How do they know if they're getting a good ROI from their blog? They can compare their website analytics to the consultations they get, whether those consultations begin as calls, online chats, texts or email.  The firm could compare the blog topic, length of topic to the magnitude of response, to help determine which types of content generate the best return on investment. Data mining techniques could pull all of this information together and look for patterns about which combinations of client statistics and content marketing engagements lead to a call. Perhaps a post on a recall of child safety seats resonates very strongly with young mothers compared to other articles on child safety. Done correctly, data mining will help reveal what works and why people took action, so it can be replicated in the future.

This is just the start of a much longer topic, but one that is clear. Content marketers are looking for any way they can get an edge to build up their audiences. Leveraging existing customer information to build up more refined buyer personas through data mining is a matter of when, not if.

Content marketing is challenging for many organizations. Oracle’s Content Marketing has solutions to simplify the process of creating, distributing and promoting your content. Visit our website for more information. If you are in the market for new content marketing solutions that works for you, read the Buyer’s Guide: Evaluating Content Marketing Solutions for an easy way to access your solution requirements and options.

How Business Architecture Turns Digital Transformation Goals Into Reality

How Business Architecture Turns Digital Transformation Goals Into Reality

Organizations going through digital business transformation are looking for ways to build and strengthen the bridge between technology solutions and business needs. Many organizations are finding that undertaking to be especially challenging because they can’t find people with the skills they need. According to Forrester Research, only about 15 percent of organizations feel they

Continue reading...

Amazon Go Pushes the Limits of Mobile Commerce

Amazon Go Pushes the Limits of Mobile Commerce

Amazon is cashing in on consumer's desire for convenience and the blurring lines between online and offline experiences with Amazon Go. The prototype store opened in Seattle last week, with people lining up to experience the cashless, checkout-free brick and mortar store, where customers can just walk in, take what

Continue reading...

9 Ways to Jumpstart Your GDPR Compliance Program

9 Ways to Jumpstart Your GDPR Compliance Program

The General Data Protection Rule (GDPR) goes into effect May 25. That's less than four months away for those of you counting. However, according to a report from the UK Government, many of you are not paying attention. The British Government reported Jan. 24 in its "Cyber Security Breaches Survey 2018: Preparations for the new Data Protection Act"  that less than half

Continue reading...

How to Schedule Time for an Imaginative Process, Rather Than an Exact Task

I’m pretty happy with my current writing process. Once you’ve accepted that you don’t need to convince anyone that your creative job is actually work, you’re free to focus on optimizing the processes that allow you to produce creativity on demand. And that’s exactly what I’m up to right now … although my creative process
Read More...

The post How to Schedule Time for an Imaginative Process, Rather Than an Exact Task appeared first on Copyblogger.

Last Chance to Start a Blog with Us Today

Last chance to start a blog with usHave you started a blog this year? Every year between Christmas and New Year our enquiries for starting a blog skyrocket. It must be something to do with New Year’s Resolutions and setting new goals. Blogs still seem to be on everyone’s mind, even though they apparently died years ago.

I know it’s only the end of January, but if starting a blog was your New Year’s resolution then what are you waiting for? ProBlogger’s FREE Ultimate Guide to Starting a Blog course closes today, so act now and enrol here.

The first ever International Start a Blog Day on February 7 is fast approaching. We’re closing our course intake temporarily so the ‘Class of January 2018’ can work through the seven steps to launching their blogs in time for this event.

So far, more than 1,000 pre-bloggers have started the course and are on their way to launching a blog. Many have already completed the course, and are getting into their blogging stride. It’s fascinating looking at these new blogs from around the world and across different niches. We’re looking forward to sharing them all with you on February 7.

Want a sneak peak at some new blogs?

To whet your appetite and give you a taste of what’s coming, we’d like to introduce you to a few new bloggers and their blogs right now.

  • Michelle is the baker, recipe developer, and food photographer behind https://michellesmacarons.com – simple guides, tips, and easy macaron recipes all in one place.
  • Bob’s from South-Western Ontario, Canada and writes on taking a thrifty approach to personal finance on http://thriftymoneyeh.ca/.
  • Jon wants to help you crush the modern, solo lifestyle. On http://thirdwheelliving.com/ he shares tips, strategies, and benefits to living a fulfilling single life.

February 7 is International Start a Blog Day

International Start a Blog Day will celebrate the diversity of new bloggers around the world launching their blogs at the beginning of the year. It will provide a date every year where you can share your new blog, connect new bloggers, and help you get your first blog readers. If you enrol and use our course to begin a blog before February 7, you can participate in the first annual international Start a Blog Day.

International Start a Blog Day will feature:

  • A new blog honour roll listed by niche where you can share your blog’s URL
  • Live Facebook broadcasts with ProBlogger Darren Rowse
  • Spotlight profiles of new blogs and bloggers telling their story
  • Scholarship awards for new bloggers to undertake further ProBlogger training
  • Ongoing updates and progress reports on the ‘Class of 2018’ ProBlogger students

Here’s What Our Students are Saying

“I wish I had a course like this when thinking about starting my blog. The 15 questions asked in module one and two are so foundational to starting a blog, no course I have seen out there has done a very good job of it. Darren’s is the only one that goes into this detail about it and the foundation that he teaches.” – Darin

“I appreciated the ‘Why Blog?’ module. It made me realize that my ‘why’ is a bit self-centered. I know my strengths and interests but hadn’t thought through how my blog would meet the needs of a community and make an impact. Taking a few days to flush this out. Thank you!” – Jen

“Finished the first lesson, and it really made me think about my ‘why’. I didn’t know to do this with my old blogs, and I think it’s why I never really connected with my readers. Thinking about how I can make a difference is a whole different way of looking at it. And I’m looking forward to being able to help other people as well. Thanks for helping me to crystallize this!” – Darlene

“I just want to say how much I am enjoying the process (I am on Step 2), and how much I am learning about my core beliefs on the ‘why’ of my blog, and its true mission and my purpose. It is evolving from what I originally thought/saw as its role, and I am okay with that. I will tell more when I have it a bit more understood in my own heart and mind, and will be excited to share it. Until then it is great to see so many others along for the journey and sharing. I have my blog ready to start creating and look for it to be up and going no later than next weekend.” – Sheyla

Already Got a Blog?

If you already have a blog, you can still take part in International Start a Blog Day by providing your support and encouragement to the new and emerging bloggers. You may even find inspiration from these fledgling bloggers and their enthusiasm and new angles on your own topic or niche. Interestingly, we’ve also had great feedback from existing bloggers who have participated in the Starting a Blog course, saying the material covers some concepts of blogging they haven’t encountered before, and that it has sharpened their focus.

We’ve also got you covered with our next course coming out in March – “31 Days to Build a Better Blog”. The title may sound familiar – we’ve taken our best-selling book, updated it and beefed it up to help bloggers who are either in their first 30 days of a new blog or really need to breathe new life into an existing blog. If you’re interested, make sure to check out the outline of the course here and sign up to be alerted when it becomes available.

2018 is shaping up to be an exciting year.

The post Last Chance to Start a Blog with Us Today appeared first on ProBlogger.

      

Why Content Governance Is Key to Taming Content Chaos

Why Content Governance Is Key to Taming Content Chaos

Large organizations are publishing more and more content across more and more channels. But combine that scale of content produced on a daily, or even hourly basis, with the diverse skill sets of the content creators, and bad processes such as checking content only after publication, and issues arise.

Continue reading...