In my latest article for Business2Community, I’ve argued that the number 1 reason that brands are failing at content marketing is that they’re not using data.

This is leading to companies not tracking their efforts properly (and therefore not truly understanding performance), not using audience insight (so their audience isn’t fully profiled or understood), and not optimising their efforts.

By using data in all of these areas, companies can massively improve their content marketing efforts.

Read the full article here to learn more.

In my latest article on Social Media Today, I’ve gone into how you can use Twitter’s analytics dashboard to glean extra audience insight that can help you to create better campaigns across all channels.

Twitter has built in persona data, and particularly interesting third party purchase data that you can match against to truly understand your audience on Twitter.

Get the lowdown with the full article here.