The right message to the right people at the right time sounds easy enough. But as with most things, content success doesn’t just happen. With the wealth of structured and unstructured data that is openly available on- and off-line, it seems like it would be easy to know the right way to segment and engage distinct audiences.
However, content for content’s sake has flooded social feeds everywhere, making it tough for your message to standout. Evidence suggests the odds are against content creators: 80%-90% of content produced fails to hit the mark and only 32% of marketers think the content they create is effective.
Yikes.
It doesn’t make sense for brands to waste valuable resources on content with little hope for any return. The technology exists for content marketers to be sure that the content they create adds value to brands. Audience insights limited to listening platforms and demographic rollups are not good enough anymore. Data matters.
Only a few brands have mastered data-driven marketing like Red Bull and PepsiCo, which go to great lengths to understand the unique segments within their audiences at such a granular level that their content is always on point. Red Bull uses advanced analytics and data science to take content marketing to the extreme. I would bet “energy drink” is not first thought that comes to mind at the mention of the brand. Pepsi on the other hand enhances internal data with user generated content, enabling the brand to collect detailed information about their audience and optimize the customer experience.
Recently, Under Armour joined the content marketing all-star league with their, I Will What I Want campaign. The campaign is the brand’s most expansive yet and aims to grow the Under Armour Women brand audience through fiercely inspiring multimedia advertisements.
With the support of Droga5 Under Armour created a strong campaign and a place for a meaningful conversation to take place. In order for the initiative to be truly successful, it was essential for Under Armour to understand who was talking, what they were talking about, and what was unique to the Under Armour woman.
A quick analysis of the social posts gathered with the People Pattern platform makes it easy to see why the campaign has been so successful. Conversations indicative of complex, young women bubbled to surface. Words like “balance,” “pumped,” and “wine,” linking with broader conversations using tags like “#quotes” and “#HaveRespect” paint a picture of multi-dimensional individuals engaging within a larger, yet un-tapped conversation.
Content for content’s sake is ineffective and can do more damage to a brand than good. Using data-driven audience insights to power creativity positions brands for success and empowers them to aggregate individuals and lead passionate conversations.
Data-driven creativity. Now that’s a good #punch.
Request a demo of the People Pattern platform and supercharge your content marketing efforts by clicking the button below.
Recent Comments