Sure, the days of Mad Men are long gone, marketers are no longer creating clever content and sending it out into the world, hoping that something will resonate with the customer.
The age of search engine optimization has done much to change that; enterprises now leverage data and analytics to place the right content in front of the right people at the right time in order to get a desired result -- be it brand awareness, engagement or ultimately, a purchase.
How’s that working? If you’re online experiences are anything like mine, there’s room for improvement and that’s putting it mildly. But it’s worth noting that the only thing that bad marketing seems to cost the consumer is the effort needed to ignore something.
For brands it’s an entirely different story. It’s lost opportunity and sales, and that may very well be because even though they might be putting the right product in front of you, they’re telling the wrong story.
Right Product, Wrong Pitch
Take, for example, the case of automobile brands and dealerships that somehow knew that I was thinking about getting a new car last fall. I wanted heated seats, a heated steering wheel, built-in GPS, great rear and side window visibility, and for it to do well in the snow. The content that was served up to me on the web and on my iPad when I was doing something other than looking for cars, was all about automobile performance and speed -- things I could not care less about unless they’re subpar.
I wasn’t served a single ad that reflected what I wanted.
The car that I eventually bought was both high performance and had all of the features I was looking for. Other brands probably offered similar features, but I don’t know about them because I wasn’t shown the right marketing messages.
Had the right content been served to me, if it even existed, I might have made a different choice.
Creating the Right Content Is as Important as Placing It
Effective content marketing is not just about getting the right content to the right customer on the right channel at the right time -- it’s about the content itself.
BrightEdge gets that.
That’s why, as of today, the San Mateo, Calif.-based enterprise content marketing leader is giving its customers access to its “Data Cube” which can be used to determine what kind of content their target market would respond to before actually creating the web or mobile ad, the YouTube video, Pinterest page, etc.
The Data Cube, according to the company, is a data repository of sorts, it indexes billions of terabytes of data, including content, rich media, keywords and social -- all at search engine scale -- to provide companies with the insights they need to make strategic business decisions that drive revenue.
Nothing like it as available to so many different brands and companies.
BrightEdge claims to have more than 8,500 brands including Microsoft, Adobe, Macy’s, Nike, Netflix, Travelocity, nine of 10 of the top hotels, seven out of the top 10 ad agencies, and so on ... as customers.
The Data Cube is a game-changer for all of them.
"Data harvesting at this (Data Cube) scale has traditionally been reserved for the Goliaths of enterprise technology,” said Jim Yu, CEO of BrightEdge. “We’ve developed technology that can hold its own against massive enterprises to analyze and decipher how content and rich media perform against competitors. The Data Cube allows customers to utilize one of the most comprehensive and robust data sets available to content marketers to help them better understand their market and more effectively engage with their audience.”
Key capabilities of the Data Cube, which powers BrightEdge’s platform include:
- Market Research: Marketers can now conduct more comprehensive industry research to assess how they match up to competitors and to identify unforeseen content opportunities. Not only can marketers gain insight into what known competitors are doing in terms of keywords and content optimization, but they can also uncover content engagement activity in adjacent markets. Marketers now have their own search caliber tool to help them discover new opportunities and adjust their strategies to remain ahead of the competition.
- Competitive Analysis: Marketers can tap into billions of records to improve their content marketing efforts. This makes it easier for marketers to perform long tail keyword searches and identify new ways to tackle adjacent markets. This includes the ability to discover new keywords to target, and understand which keywords have the highest search volume. This intelligence equips marketers to develop more effective long-term campaigns to drive measurable business results.
- Integrated Workflow: Visibility into competitors’ content activities is more streamlined than ever. Marketers no longer need to connect dots on their own because the Data Cube is fused with the platform’s optimization and content recommendations engine. This allows marketers to access important market insight and implement those learnings into their own marketing activities, directly from the platform.
By leveraging insights gleaned, the Data Cube brands are better positioned to turn “lookers” into customers, says Yu.