It’s easy to think of data and emotion as two opposite—or at least largely incompatible—entities. On the one hand, you have cold, hard facts: sterile, reliable, concrete. On the other, you have fuzzy stuff like empathy, feelings, inklings, and anecdotes.
As important as the right data is for successful marketing, though, we can’t ignore the emotional component. Data can tell us which audience to target, and where, and on what pain point, but it’s empathy and creativity that creates compelling content for that audience.
This week’s roundup kicks off with some deep thoughts about the importance of emotion in marketing. Later on, you will find an excellent guide to making the best use of data, too. Use these resources to find your balance, backing up your feelings with facts, and vice versa.
What Marketers Were Reading & Sharing Most This Week:
As marketing becomes more data-driven, it’s important to remember the real human beings on the receiving end of our messaging. Communications Consultant Tom Pritchard explores what empathy means—and doesn’t mean—for marketers in this thought-provoking piece.
This SlideShare presentation from Portent, Inc. CEO & Founder Ian Lurie explains social media analytics—what to measure, why, and what to do with the results—in an entertaining format that won’t have you stifling yawns.
Learn how to discover the source of a ranking dip and repair the damage with this in-depth guide from Crazy Egg & Hello Bar Co-Founder Neil Patel.
Learn how to create more visually compelling content that encourages engagement with these tips from Bannersnack’s Robert Katai.
To sell a bigger program to your C-suite, you need to speak their language and focus on what matters to them. Etched Marketing President & Founder Rachel Lindteigen breaks down the steps to securing the budget you need.
While data isn’t the be-all and end-all of marketing, there’s no question that right data used the right way makes marketing more effective. Bisnode’s Florent Diverchy demonstrates how to properly use data to generate better outcomes and measure them more precisely.
This article does exactly what it says on the tin: It’s an illustrated, detailed guide to content planning from Think Digital First CEO Warren Knight.
PDF files are often the best choice for marketing materials, but the nature of the format makes it hard for search engines to see them. ToTheWeb LLC’s Rosemary Brisco offers tips for making your PDFs easier to find in organic search.
Voice SEO is a future marketing trend that is rapidly becoming a present concern. Learn how to tailor your content to voice search queries with this article from BrightLocal’s Sherry Bonelli
Don’t let the slide count scare you – this is a quick, compelling read from Verve Search Head of Creative Hannah Smith. Hannah uses Verve’s own experience to share how you can develop a process for generating creative ideas.