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How BMW is Using Data to Define its Content Strategy

BMW is synonymous with innovation, style and success. Its new .com website, which resembles an exclusive lifestyle magazine, is no exception.

Forget the traditional car manufacturer’s site – here car specs and prices have given way to beautifully edited images paired with highly appealing headlines. Of course, the content is still built around the automotive subject, but in a more subtle, engaging way.

Leveraging Content Discovery

The subject of the articles is determined by search data and engagement metrics.

According to Jörg Poggenpohl, BMW’s head of digital marketing, “The site sits at the upper part of the funnel” and the new content strategy aims at reaching users who might not necessarily be looking for a specific car brand or model. They might not be looking for cars at all. The idea is to let people discover BMW’s website via unconventional channels and create emotional connections while increasing brand awareness.

It might seem an odd choice for the car manufacturer to publish an article about extravagant gold products, but did you know the new BMW X2 comes in a striking galvanic gold colour?

So where does data sit in the content creation process?

Pretty much everywhere. Website and search data can really help you make informed decisions and improve the quality of your content strategy. Here are a few examples:

1.  Audience Definition

Data can help you define your target audience. Creating content with your niche audience in mind is key to success. Use demographic, geographic and interest data to discover who comprises your most engaged audience. That’s who you want to talk to.

2. Engagement Measurement 

Your piece of content has been published and you wonder how your audience has reacted to it. Look at behavioral data to understand how people interacted with it. Metrics like average session duration, pages per session, new vs returning visitors can give you an idea of the level of user engagement. Want to go deeper? Then create custom event goals to track specific actions on your website.

3. Analysis & Content Optimisation

There’s so much information you can get from your website data that could be used for content creation and optimisation. For example, you could learn how users interact with your content on different devices or what the ideal length of a blog post should be.

Understanding what works best for your audience along with constant optimisation can help you create content that resonates.

Creativity + Data = Effective Content

Here at To The End we believe this is the perfect formula for successful content creation. Make sure you check out our Creative Journal to learn more about audience engagement and how to achieve it.