3 ways big data can improve your content

Is harnessing big data the future of PR?

As a PR engineer I believe it is, but we must be thoughtful about using the data we track and collect. To avoid data intimidation and fatigue, PR pros must learn to make the most of the information at hand. Knowing how to collect, analyze and interpret data can help you identify key performance indicators, which can expand your business.

How do you use data to ensure content success while making sure you’re working toward the outcomes you want?

Here are three tips, inspired by Nate Silver:

1. Identify the correct signals.

Many marketers measure results against familiar KPIs—think impressions instead of metrics.

Although changing how you measure and report structures can be intimidating, it’s important to track the right signals. Do what works.

Do you know how potential customers engage with your content/website after reading about your brand? You’re probably missing 80 percent of the data. Most articles do not link back to any of your web properties. If they do, people will be more likely to visit your site through a web search.