Once upon a time, somewhere in the 1960s, ad men like Don Draper ruled the world of advertising and marketing with a savvy finesse. “If you don’t like what’s being said, change the conversation,” is a line that’s often quoted from AMC’s Mad Men.
While this approach sounds groovy and made every agency boatloads of money, today, we know that solutions are what sell and interest is what drives intent. In fact, first-party is the bedrock upon which all great content marketing strategies are built.
Using First-Party Data to Inform Your Content Marketing
What Don willfully ignored was the wants and needs of his and his client’s audience. The benefit of first-party data, which is defined as data that’s been explicitly provided by the user taking cognizant action, is that you’re hearing directly from your audience about who they are, what they do, where they exist, and what they’re interested in.
Instead of marrying information and intuition, Don went with his gut on everything and believed creative instinct drove interest and sold solutions. He even threw a full research report straight in the trash in the pilot episode—right in front of the researcher!
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