Better Demand Generation Marries Data And Content

 In Demand Generation

I’ve talked before about how big data is driving content marketing. And also earlier this week about how customer insights are becoming the main competitive differentiation between old-school traditionalists and modern marketers.

But somewhere rolling around in my head was a post about how in today’s digital and social world, data and content are the same thing, or they are parts of one another, or somehow closely related.

And then along comes Harte Hanks with their coverage of data and content as the two key halves to the modern marketing brain. Brilliant!

They sought to answer how to bring these two 2 marketing practices together into one overarching demand generation strategy.

So they created this infographic visualizing the main considerations for bringing together the power of data and content to drive effective demand generation.

Click here for the complete infographic.

For them, data has 5 key aspects:

  • Data-driven strategy
  • Data quality process
  • Data Analysis
  • Targeting and segmenting
  • Data application to business challenges

And content also has 5 key aspects:

  • Content aligned to business objectives
  • Content quality
  • Content Creation
  • Conversion
  • Distribution

According to Harte Hanks, data and content act as a complete demand generation brain, combing the utility of improved data practices with the power of an organized content strategy.

Let me know what you think in the comments below. And please follow along on Twitter, LinkedIn, Facebook  and Google+ or  Subscribe to the B2B Marketing Insider Blog for regular updates.

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Showing 4 comments
  • Dominique

    I fully buy the data driven strategy and the data/content you advocate.

    I would add two things:

    – 1) On the data part: the most difficult thing, as in any BI project is in formulating questions and problem. There is no learning by just crawling data without a purpose or an “intent”. Hence the failure of most “social listening command center”.

    -2 ) Content should be aligned with the business objectives. So does Social Networking.

    Let me take an example, if you invite 10 of your basketball friends to discuss games, you’ll have a great party, if on top of these 10 friends you invite 100’s of people who don’t care about basketball , you will not enjoy the discussion so much..

    If you sell to small business, adding small businesses to your fan page create value. Adding people who have nothing to do with small business is actually decreasing the value of your fan page.

    In information management, more info can be less value.


    • Michael Brenner

      Great points all. Strategy has to be aligned to the business goals (and the culture!)

  • Ari

    I agree that you need data to know what’s working and what’s not. However, at the end of the day, while it is relatively easy to find good data analyst, the harder part is to find people who are able to generate great content that resonates with the audience.

    • Michael Brenner

      Thanks Ari, I have found it’s tough finding people with both skills but I’ve also been lucky. I have a great team of people who have been able to do both.