How predictive analytics tools can transform your mobile content marketing program

By Jonathan Hassell

Marketers everywhere would love to find the Holy Grail for reaching consumers: the right content, with the right message, being driven to consumers at the exact time they are most likely to make a purchase. It’s good news, then, that predictive analytics tools are bringing that dream a little closer to reality, especially for organizations working to include content marketing into their overall mobile strategies.

Predictive analytics tools in the content space look to drive content around what consumers demand, rather than the current and traditional methods that try to influence a consumer to be interested in what an organization already has to offer.

Shifting the model

For insurance companies in particular, embracing predictive analytics tools for content marketing purposes would mean shifting from a traditional, intuition-based editorial calendar to a new process. This process would analyze the lifecycle of a consumer, from the point at which he or she is a lead to the point he or she converts to a customer. The analysis would help to understand which pieces of content eventual customers read and which topics and keywords increased desktop and mobile engagement to convert more than others.

The potential

What can predictive analytics tools do for insurance companies from a content marketing perspective?

First, it can allow for better personalization. You can use cookies to follow a consumer through his or her journey in your sales funnel. By understanding the personas of various consumers, you can create custom content marketing funnels and assign prospects based on how they interact with certain core pieces of content at the beginning of the funnel process. These cookies can predict which specific topics will resonate with a given consumer and drive that content to the prospect.

Second, it can provide an automated and objective way to look at the content competitors provide and understand which niches, if any, still remain to be leveraged in your own content marketing strategy that perhaps your competitors are using to succeed.

Third, you can turn to competitors and thought leaders within the insurance industry to understand what is on their minds. Topics of thought leaders’ writing are harbingers of upcoming trends you and your consumers should have on your respective radars. Being timely with content based on monitoring these canaries in the coal mine can turn a modestly successful content marketing effort into one that pays increasingly large dividends.

Finally, you can use the tracking cookies and amassed intelligence to assist your sales team after a lead and prospect converts into a customer by tagging which content sequence drove the customer to convert. This actionable intelligence can then be used to further tailor offerings, suggest cross-selling opportunities and more.

By using predictive analytics tools and leveraging their insights for content marketing strategies, insurance companies can increase customer engagement by providing the right content to the right people at the right time.

Written By

Jonathan Hassell

President, 82 Ventures

Jonathan Hassell runs 82 Ventures, a technical writing and consulting firm based in Charlotte, NC. He centers his focus around network administrator, security, the cloud, and mobile technologies.

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