Do Data Sheets Belong in Your Content Marketing?
With greater calls for transparency in the marketplace today, what’s more transparent than hard data?
Except… who likes spreadsheets and numbers? It’s hard to imagine that your consumer audience would be interested in that kind of marketing content. Right?
Not necessarily. A study showed 98 percent of surveyed businesses found data sheets to be “very valuable” forms of marketing material.
With that in mind, your business has the opportunity to expand your content marketing campaign in unexpected but valuable ways.
Exploring Data Sheets
Why are data sheets so effective as marketing tools? Take a step back before exploring the “why” and instead ask yourself about the “what.” What do your business’ data sheets look like?
Spreadsheets are the core of your company, even if they’re tedious to fill out. Each one represents the hard data that defines your business. Your data sheets can help you tease out consumer trends, production evolution, and even the success of your content marketing campaigns.
The appeal of that data comes in its factuality. To consumers, data sheets represent quantifiable proof of your business’ success, as long as the sheets are organized with the consumer in mind. When consumers have the opportunity to view the hard data you’ve gathered about your business, they assume authority on your part and appreciate the additional level of transparency.
Effectively, data sheets do what blog posts cannot. They offer concrete evidence of your business methodology and fill your consumer audience in on the details of your product without the fluff.
B2B Content vs B2C Content
You’re more likely to see data sheets used as content on B2B platforms. That’s because B2B businesses assume that they’re working with peers and that their peers will have a better understanding of hard data without the need for interpretation.
B2C businesses unquestionably benefit from the use of data sheets as content, though. You just have to break them down a little different.
Breaking Down B2C Data
If you want to move forward and integrate data sheets into your B2C marketing plan, look at your available data and ask the following questions:
- What message am I sending with this data?
- What will my consumer audience get out of this information?
- How can I tailor this data to make its ideal message more understandable?
Now, you don’t want to treat your consumer audience as if they don’t know anything. Developing a clear goal for your data, though, clarifies it. You can also improve the aesthetic of your data by creating tables in Canva or TablePress via WordPress.
As long as you move forward with your consumer audience in mind, your business can utilize data sheets in your content marketing campaign to positive results.
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