3 ways big data can improve your content

Is harnessing big data the future of PR?

As a PR engineer I believe in data, but we must be thoughtful about using the data we track and collect. To avoid data intimidation and fatigue, PR pros must learn to make the most of the information at hand. Knowing how to collect, analyze and interpret data can help you identify key performance indicators, which can expand your business.

How do you use data to ensure content success while making sure you’re working toward the outcomes you want?

Here are three tips, inspired by Nate Silver:

1. Identify the correct signals.

Many marketers measure results against familiar KPIs—think impressions instead of metrics.

Although changing how you measure and report structures can be intimidating, it’s important to track the right signals. Do what works.

Do you know how potential customers engage with your content/website after reading about your brand? You’re probably missing 80 percent of the data. Most articles do not link back to any of your web properties. If they do, people will be more likely to visit your site through a web search.

2. Separate the signals from the noise.

Once you’re measuring the right data, review the results on an ongoing basis—not just at the end of the month or quarter.

Adam Singer advises:

Think critically about your measurement plan. Consider success for clients, campaigns, and programs up front. Don’t just measure, have goals and predictions before you begin. Set benchmarks so that you have a barometer by which to gauge success during ongoing review.

3. Follow the signals to success.

After you determine what’s driving the results, use those performance indicators to guide your strategies and tactics.

We often inhibit that process by failing to make final connections. Use your data as a guide.

RELATED: Get the newest advances in PR measurement, media relations and PR storytelling at PR Daily World in NYC.

When reviewing a subset of our own content marketing strategy, we realized the importance of having a connected web audience. Aim for ubiquity in your market.

To ensure content success, answer the following:

From Seth Godin on his blog:

What does it mean to ‘win’? Is maximizing the convenient number actually going to produce the impact and the outcome you wanted?

Kelly Byrd brings a range of experience in marketing, PR, and social media strategy to her PR engineering role at AirPR. A version of this article appeared on the AirPR Blog.

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