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Good data provides instant credibility. It’s the ultimate marketing slingshot. Today’s LMI highlights the data-backed playbook we are employing at Widewail. Use it to guide your business’s next big data marketing project.
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If I were interviewing for a new marketing role, the first questions I’d ask would be:
Why? Good data provides instant credibility. It’s the ultimate marketing slingshot.
Universally, given the right context, buyers want it.
It solves two key marketing challenges.
One, it can get and hold your buyer's attention without depending upon pre-existing authority as a brand or individual.
Two, it’s a deep source of new content material, reducing content development time.
I’m convinced that data-backed marketing will be a cornerstone of my career. Smart money is on this strategy, so I'm sharing it with you.
Today’s LMI overviews the data-backed marketing playbook we employ at Widewail and how you can use it to guide your business’s next big data marketing project.
Learning from the best.
We launched our strategy two months ago, first focusing on automotive.
Built on top of great data, we’ve created a “content ecosystem.” Today, I will detail how this ecosystem attracts readers with different preferences (newsletter vs. report) and feeds itself through cross-promotion (newsletter -> report).
Before marketing, start here.
Foundationally, you’ll need two things:
Of course, the data needs to be relevant and related to your product.
Creating a data-backed content ecosystem.
Widewail’s data-specific content ecosystem consists of three parts.
A subset of the full dataset available to your audience online.
The reports are where to flex your data analysis muscle. These are foundational thought leadership assets with proprietary research. Delivery is either a PDF download or a fancy website experience.
While the Index provides all raw reputation data but no sentiment data or analysis, Widewail’s data reports reveal the valuable information held within the sentiment analysis.
A short, easy-to-consume, accessible entry point to the data and insights. While the dataset and the reports are dense and time-consuming, the magnet should be a slice of insight that the audience can get in passing with little time investment. Because of this, it will likely be the most effective of the three at growing your audience. Hence, “magnet.”
Magnet types (choose as many as you want):
The REV newsletter is Widewail’s magnet. It’s a short, easy-to-read, highly visual way to access the information in the index and the reports. The reports are long. The Index is immensely powerful and customizable, but you need to know what you want or be willing to experiment until you find what you want. The Index is the type of thing you sit down at your desktop and explore, taking notes along the way. It’s a tool. In contrast, you can read the REV on the go. We deliver it to our audience. It includes three short observations, quickly making you informed headed into the day.
I love this cross-promotion technique.
With the dataset, reports, and magnet(s) in place, you now have three entry points into the content ecosystem and opportunities for cross-promotion.
I’m currently doing this in a few ways.
These are just a few examples. With some creativity, there are lots of cross-promotion opportunities.
Give it a try.
If you’re fortunate enough to work for a company with access to strong data, give this strategy a shot.
We’ve seen great engagement.
We launched the Voice of the Customer Report to the REV audience with a 34% open rate and 22% click-through rate. In my world, that’s an engaged audience, and they’re engaged because people LOVE data.
Try the data-backed content ecosystem:
Feed the ecosystem via traditional channels:
And finally, cross-promote.
Happy New Year, all.
Time to get after 2024.
See you in 2 weeks - Jake, Marketing @Widewail
P.S. All of the examples in this article can be found here.
I’m Marketing Manager here at Widewail, as well as a husband and new dad outside the office. In Vermont by way of Boston, where I grew the CarGurus YouTube channel from 0-100k subscribers. I love the outdoors and hate to be hot, so I’m doing just fine in the arctic Vermont we call home. Fun fact: I met my wife on the shuttle bus at Baltimore airport. Thanks for reading Widewail’s content!
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