Make sure the copy on the page is the best, most effective content possible.
The CEO loves the look and feel of a certain piece of content. The marketing manager prefers the style and tone of a different piece. You like the words on one landing page, but your business partner prefers the call to action on another. So who’s right?
How do you know what makes great content? You don’t. We do.
Because we use data-driven content.
Great content should interest, inform and inspire your audience. It should attract and engage them. And it should make them want to interact with your business. But most importantly, it should improve the numbers on the bottom line.
Data-driven content ensures all of your copy – on every web page, email, and landing page – is performing to the best of its ability. It ensures that your content is generating the results you need.
Want to transform the copy across your marketing with our data-driven content methodology? Start planning with our downloadable rate card.
Data-driven content is the process Hampson Nattan Williams uses to track and monitor every single piece of content we create, using the data gathered to make incremental improvements to the message, the wording and the structure.
We deploy. We test. We track. We improve. And then we repeat. Week after week, month after month.
The result is content that is as effective as it can possibly be.
In a typical content creation process:
The client delivers a brief
A first draft of the content is created
This is reviewed by the client and returned for amends
A second draft is produced
The copywriter or content marketing agency hands over the completed piece.
Best practice content is delivered quickly, ready to be deployed
We support you with the deployment, ensuring tracking metrics are in place
We review the data at regular intervals and analyse the results
We identify areas for improvement and amend the content
We split-test new ideas
We work to improve the ROI of the content piece every single month.
By putting real data at the forefront of your website copy and content marketing, we make sure your content is always working as hard as it should. Always generating the results you need. Data-driven content delivers effective, optimised copy on an ongoing basis so you can always be certain that you’re using the most effective message.
How does data-driven content help my business?
You track your sales, don’t you? You monitor traffic to your website? And you definitely measure your turnover, right?
Putting figures to your content – and tracking how those numbers go up or down – makes smart business sense. It lets you take a ‘control’ piece, and make every improvement possible to ensure that pieces delivers the highest ROI possible. Using data-driven content:
Using just the most basic data and analytics – like click-through rates, bounce rate and page dwell time, you’ll be able to instantly see which of your pages or content pieces work well, and which fall short.
You can instantly determine which copy works (and which doesn’t)
By combining multiple data sets – alongside analytical tools like heat tracking and scroll maps – we can see exactly how your audience uses your site or engages with a piece of content. And where there are sticking points, we can change them.
You’ll improve user experiences on your site
The insight we provide helps you dissect the numbers and the data to understand how your readers feel about your content. We can analyse language, terminology and content positions, and deploy psychology-based changes to boost your conversion rates.
You’ll use psychology to improve interaction and engagement
You want to know if any business decision is a good one. You think about whether any purchase is cost-effective. And you want to be sure that your marketing efforts are worth it. Data-driven content gives you that understanding, that piece of mind – all while delivering the best possible value.
You get the most out of every single piece of content
Ready to improve your content with our data-driven process?
Until you start testing and tracking your content, you’ll never know how effective it is at generating a return on your investment. You’ll be using guesswork, hunches and opinions, hoping that your message isn’t leaving money on the table.
Data-driven content takes the unknown out of the equation, using facts, statistics and cold, hard numbers to show you exactly how your content is performing. And when you know how it’s performing, you can start to look for ways to improve that performance. To increase engagement. To improve click through rates. To make more money.
Worried about whether you’re using the right grammar or correct terminology? Want to know if you should be asking potential customers to ‘join us’ rather than ‘sign up’? Think a landing page will get more sales if you replace one content block with another?
Data-driven content gives you those answers. The answers that help you increase your ROI.
The data from your content gives you important performance metrics.
Those metrics impact your bottom line and help generate increased revenue.
Data-driven content focuses on those metrics, looking for every improvement possible. We then deploy the words that are supported by the numbers.