Marketers are savvier with their content marketing strategies and new technology makes it possible to target prospects more effectively.

Marketers know it’s best practice to create lots of relevant online content for discerning web shoppers. As evidence of this understanding, 51 percent companies plan to increase spending on SEO and social media marketing, according to the UK Search Engine Marketing Benchmark Report 2013.

However, marketers might only be scratching the surface of their content’s potential with their current approaches, missing opportunities to re-engage leads and boost ROI.

In an interview with eMarketer, Silverpop Brand Evangelist Ellen Valentine reports that advances in content analytics and data harvesting allow marketers to make smarter decisions when siphoning anonymous web traffic into customer personas and then targeting them with digital content.

Some brands are smartly repurposing their collateral, rather than letting it sit in a resource section and get stale. Smart content strategies are fueled by insights on which materials can be tailored for specific customer groups. For ROI, high-quality content is essential, as is pushing it out to qualified prospects who need a little nurturing before they’re ready to convert.

Experienced content strategists can guide marketers on who engages their brands online and what materials increase conversion, and there are a rising number of tools that help. Brafton recently covered Google’s announcement that user segmentation capabilities are coming to its analytics platform. With new functions, marketers and content strategists will be able to answer questions, such as:

  • “Are my conversions coming from a certain geographic region?”
  • “Are converting customers using desktop or mobile devices to visit the pages?”
  • “How often do the biggest spenders return, and which sites do they visit?”

Previously, analytics would only provide information about internet users’ behavior on a single visit to the site. The new capabilities allow marketers to take them over time.

With knowledge comes power, and innovative marketers who tap into their analytics data can find ways to make their branded content fuel even more traffic, leads and conversions.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.