A new understanding of statistics and data allows marketers to constantly improve and adapt their content marketing to meet ever-changing customer needs. According to this Harvard Business Review article, data journalism is one way many brands fail to improve the success of their content marketing. By collecting data about consumers, maintaining their privacy and sharing new, original and relevant information with them, data-driven content is a great way for brands to build transparency and trust with consumers. To truly understand your customers and create a truly intelligent experience, we need to combine the information we get from different places and use that data to inform our marketing campaigns. Data such as user browsing behavior, social media activity, online shopping behavior and other metrics can help you focus your marketing efforts on what works. Obviously, data is one of the most important elements of a successful data-driven marketing strategy. Firsthand research or even using internal data is a great way to add originality to a data-driven content creation strategy. Highly regulated industries, such as finance, typically don’t generate viral activity with a narrowly targeted, industry-specific content marketing campaign, as a campaign for a travel brand might, but that doesn’t mean it’s impossible to create great content for any industry. Searching for publicly available second-hand data lends credibility to your content and allows your brand to add value to your existing data set, simplify information and get interesting insights. Government databases, research institutions and even social media are goldmines for finding such data that can be analyzed and reused in any industry. However, the sectors of drugs and alcohol, politics, crime and safety, automotive, and education were found to have higher engagement when using curated data than the other 11 sectors. And data-driven content gives brands an opportunity to explain to consumers how their data is being used. Every customer interaction, every new product launch, every marketing strategy creates multiple data points and reports ripe for analysis. For example, in marketing, the optimization layer can include teams responsible for content design, writing, research and creation, social media communications, site navigation development, paid media management, user journey planning and so on. Using existing datasets and data analysis tools, data visualization empowers content marketers to gain new insights and tell compelling stories in a visually compelling and engaging way.