You have to ask yourself: will the target audience click on it?
2. Helps you write headlines the audience will click
"You always need to write a clear headline that states what the piece is about and what value it provides to the reader.
But more importantly, you have to ask yourself: will the target audience click on it? Because often we’re writing for audiences that are different from us. So it’s important to get into the mindset of that reader.
Seeing what people in the industry are saying, it’s clear that data is kind of the watchword
3. Raises the bar for native and provides you with new angles
"Native advertising has come a really long way in a very short time, but there’s still a long way to go. Seeing what people in the industry are saying, it’s clear that data is kind of the watchword
What’s going to help raise the bar for native is learning how to tell stories with all the data that we create and that is created on digital platforms. Both for how content is produced, distributed, and the kind of feedback and relationship that we can have with our advertisers.
Then you’re gonna find out the platform’s DNA and what the readers like. You should also take a look at data and user statistics. Find out who is on your platform and who is consuming your content and where."
Instead, we should be looking at the data. And we should be taking advantage of platforms like Snapchat and many others to put out a bunch of different ideas.
We should look at the data of how people are engaging with it, or how it’s actually driving business results, or affecting the perception of your brand. And then combine that data-driven approach in that objectivity with some type of creative vision."
Start combining the data from your content efforts with the data that you already have about your audience.
6. Breeds intelligence and wisdom
"I think the best way to start using data is first to bring it all in-house. Start combining the data from your content efforts with the data that you already have about your audience.
Because I think true intelligence and wisdom can happen when you’re starting to combine first-party data sets that can tell you more than just, “Here’s how people felt about this content piece,” or “here’s who saw it.”
You can start looking at – for example, if you are Volkswagen – “here’s who bought a car, here’s where they are, here’s their demographic data, and here’s how they responded to this new advertising that’s aimed at changing their perception of our brand."