GDPR and content marketing: How you can prepare
The regulation – which governs how brands are authorised to collect, use and share EU citizens’ data – has been a spectre looming on the horizon since it was adopted in April 2016.
The reality is that, upon its implementation in May 2018, 75% of your marketing data will become unusable.
So, how will your content marketing strategy cope?
Well, a meaty new article from Econsultancy has outlined some of the key content and process-related considerations you should be taking into account.
Here’s a quick overview of what you can expect in terms of procedural changes:
- Universal use of opt-in boxes (unticked) for data gathering will become the norm
- Consent requests should be sought for all marketing-related data
- There will be no more swapping access to content, or other gated resources, in return for personal data
Now, let’s take a closer look at your approach to content creation:
- Transparency: GDPR is all about giving consumers control over their data. Make sure you use plain English and active voice in your content to help them understand how you’ll use it.
- Personal pronouns: Consider using your company name rather than “we” to add formality to your data-related statements and persuade consumers to part with their details.
- Disclosure: You’ll have to disclose how you use consumer data anyway, so why not use this opportunity to tell your audience how sharing data enhances the customer experience?
- Continued control: Consumers are more likely to share data if they know they can retract it later. Tell them they’re free to change their mind at any time and explain how they can go about this.
- Partial personalisation: Search and sales history can only tell you so much about customers. Take account of this by adding a hint of doubt to ‘personalised’ resources (e.g. “I thought you’d like this”).
- Consumer preferences: Try to learn more about how protective your consumers are of their data. Then, decide how much information you’ll need to provide to make your case for data collection.
The collision of GDPR and content marketing is likely to take some time to pick through. Follow this advice to avoid any nasty surprises come May.
Content marketing generates three times more leads than paid search
Recent research from Kapost and Eloqua has put the old debate surrounding content marketing vs. paid search to bed.
In fact, their study found that content marketing allows businesses to generate three times more leads for every pound invested than paid search.
But, as you can see from the diagram above, this finding comes with one small caveat. To benefit from these results, you have to produce content on a regular basis over a prolonged period.
The more you do this, while also providing valuable content in line with your customers’ interests, the less each one of your conversions will cost.
Content marketing is undoubtedly the way to go. However, before you start, you need to be ready to commit. Or, you can always draft in an external content provider to commit on your behalf.
Spotted in the news…
For 11 glorious minutes last Thursday, most of the civilised world drew a collective (but, all too short) sigh of relief at the news of Donald Trump’s Twitter account being deactivated.
Not quite a benevolent act of the gods, a Twitter employee took down the @realdonaldtrump account on their last day! This person has since been rightly hailed as a hero.
Commentators have been quick to point out that a more malicious person could’ve used this access to damage diplomatic relations. However, for content marketers, the real story centres on just how much influence a developed social media presence can have in 2017.