#G2Fireside Twitter chat took to discussing content and data this last week.
Our past chats have covered social media and technology and chatbots & AI. We asked our audience about the future of AI voice assistants, how teams can leverage chatbots, using social media to generate new leads and prospects, and more.
On August 15, 2019, we led a Twitter chat that focused on how companies create content, how data can fuel content, and even jumped in on brands that are using content in an inspiring way.
Let’s dive into some of the responses that our participants gave us.
Q1: What is the most important thing to have in mind during the content creation process?
For the first question, we asked our community about what they have in mind when they are creating new content. Alice Corner jumped in with her thoughts about CTAs:
A1: I'm starting to learn to think backwards - what action do we want our audience to take from this piece? Frame your content around your CTA, rather than create content and add a CTA at the end #G2fireside
Our guest, Maile from Cloud App, gave her insight on the importance of having customers in mind:
A1. You can write a Nobel Prize-worthy piece of content, but if it’s not useful to your customers, it might as well not have been created in the first place. It’s so important to study and understand what your customers want or, even better, need. #G2Fireside
Another special guest from Cloud App,Joe Martin, laid out how his week involves blocking off time for finding new content:
A2b: Its also good to do some research around topics that you think might be trending. A little social and Google research can show you not just high level topics, but what long tail topics you can exploit without much competition. #G2Fireside
Q3: What are the best examples of brands using content to further their brand image?
Question 3 asked for specific examples of brands that are taking advantage of content to help establish their brand image. Our third guest, Malte Landwehr, shared a few of his favorite brands on social media, including the infamous Wendy’s twitter:
A3: Dove. It all began with the Dove Campaign for Real Beauty by @Dove and @Ogilvy. An amazing, brand-defining campaign with a lot of great follow-ups over the years. Right now, the #ShowUs campaign projects the same brand values. (2/4) #G2Fireside
Pair networks added some of their favorite B2B accounts crushing the content game:
A3. @SEMRush consistently produces useful high-quality content that shines a positive light on their brand. The way @Libsyn demonstrates the power of podcasting using with their show and highlighting their clients' content. @ReneMorozowich also does this well #G2Fireside
Finally, I gave a shout out to one of my personal favorite b2b brands, Hubspot, that goes above and beyond with their content from their blog posts to their social media:
A3) One brand that sticks out that does a great job in providing relevant content to their audience is @HubSpot. I find myself referencing their blog for different topics and always leaving with my questions answered.! #G2Fireside
Q4: What data points are most important to you when analyzing how your content is performing?
Moving on to data, OnePitch shared their most important metrics for analyzing content performance:
A4: We consistently check-in on shares, engagement rates, and link clicks. If people are clicking through to our content and are then taking the time to read it and/or share it, that is a win in our content book! #g2fireside
Maile added what point is most important to her team:
A4. The success of content is based on an increase in sales, so the main metric I care about is conversions. But to indirectly see how successful the content is, I check keyword rankings, traffic, engagement, social shares, time on page, etc. #G2Fireside
Malte urged content creators to focus on updating content rather than relying on creating new content regularly:
For evergreen content – that is not just part of a news cycle – it makes a lot of sense to monitor performance (Google rankings, bounce rate, conversion rate, net new links) over time and update the content once performance starts to decline. (2/4) #G2Fireside
OnePitch highlighted the cycle that is creating and analyzing content to round out the question:
A5: It shows you what is working and what is not! Once you can figure this out, you can continue to build off of the content that is working and repeat the data cycle process. It is the foundation for all new content! #g2fireside
Q6: Do you incorporate data from other parts of your business operations into your content? How so?
Next, we asked content creators how they make use of data from other business operations when creating content. I started off by sharing how we use G2’s main offering, user ratings, in the content that we create:
A great way that G2’s team incorporates data into our content is by using G2 user reviews. We use the ratings fueled by reviews when referencing tools. Check out how this article uses G2 star ratings for a variety of tools! https://t.co/A8RFXCHvhV#G2Fireside
Malte took the opportunity to highlight how there are still areas for improvement for using data:
A7: Yes. But data is not used nearly enough. The main challenges when trying to use data for content creation are: ▶️ Too many silos. Insights never reach Content Marketing team. ▶️ The lack of CIO/CDO in many orgs leads to a lot of unused and undocumented data.#G2Fireside
Q8: Have you used data in your content in an unconventional way?
For our last question, we challenged our contributors to share how they use data in a way that may be considered more unconventional. I jump started the conversation by showcasing a case study on G2’s Learning Hub:
A8) Not my piece, but I think this guest post on G2’s learning hub does a great job of incorporating real data points while providing actual advice on how to grow a Facebook page! https://t.co/uwLLf5CEIA#G2Fireside
A giant thank you to all the experts and contributors that came out to share their insights during our Content + Data #G2Fireside Twitter Chat.
Don’t miss out on the next twitter chat! On August 29th, our very own Kevin Indig will take on the SEO Twitter Chat with a few guests. We’ll dive into some fun and interesting questions. Can’t wait to see you there!
Looking to chat with me more about content and data? I’m available on Twitter and LinkedIn!
Anastasia Masters is a former Content Marketing Associate at G2 focusing on all things marketing. Hailing from Michigan, she graduated from the University of Michigan with a degree in history. In her spare time, Anastasia enjoys eating her way through Chicago's different neighborhoods, exploring new places to visit across the globe, and watching UMich sports. (she/her/hers)