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When Content meets Data, Real Conversations Begin

Rico Chan - Vice President and Head – India, South East Asia and Hong Kong, Yahoo | July 12, 2016
Data is incredibly important for brands today, as the competition for the user’s attention and engagement has moved from the real-world marketplace to the mobile marketplace.

b.    In a recent survey, 78 percent of consumers told Yahoo they want some degree of personalisation, with 62 percent preferring a mix of algorithmic and curated content. These insights power the Yahoo Homepage and Digital magazines content - making sure that editorial insights are indeed combined with data-led analytics to bring together the best of the web 'ordered for you'

c.    Personalising also takes into account geo-location, leveraging on opportunities of where the user is and how a brand's message or product could help them. Consider a service such as FourSquare, it operates completely on these data insights.

Content by nature is effective when it is customised to the consumer, context and screen. At the end of the day, content marketing is all about contextual relevance. The consumer is likely to want content which tells them how a brand can specifically help them. For example, a 'new mother' will benefit from content about baby products, health and lifestyle she finds 'serendipitously' as she navigates through her digital life.  

This year, content marketers will focus, not only on how to reach people, but also on how to resonate with them. How to get smart insights to work, and shift from creating 'more' content to serving the 'right' content to users? How to engage in more meaningful and deliberate dialogue - across devices and formats? The promise of using big data to make content marketing effective is hyper-personalisation at work, making sure that content is valuable to both- brands and users. This will make interactions more engaging, and messaging will move from 'pushing content' to having 'real conversations'. 

 

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