Erika Heald and Maureen Jan discuss the importance of using data-driven content strategies to create unique, relevant content. Maureen, with extensive experience in marketing and tech, emphasizes the abundance of data available, including product usage trends, support tickets, and AI-transcribed sales calls.

They highlight the value of proprietary research and anonymized case studies in building trust and engaging audiences. Erika shares her experience at Achievers, where she used reader surveys to create impactful content. Both stress the need for timely, respectful data requests and the role of AI in data processing, while humans excel at building communities and relationships.

Key Highlights:

1. Why Data-Driven Content Strategy Matters in Modern Marketing
   [0:00:01] Erika frames the discussion and introduces the data-driven theme.
2. Key Types of Internal and Proprietary Data Every Marketer Should Use
   [0:05:50] Maureen details ideal internal data sources for marketers.
3. Overcoming Common Data Access Challenges in Content Marketing Teams
   [0:13:05] Maureen discusses barriers and tactics for obtaining internal knowledge.
4. Building Trust: How to Get Internal Teams to Share Insights and Data
   [0:09:50] Maureen and Erika explore trust-building cycles with internal/external partners.
5. Practical Ways to Incorporate Data into Your Content Creation
   [0:38:02] Erika and Maureen suggest ways to turn data into actionable content.
6. Annotating Analytics: Why Context is Critical for Accurate Reporting
   [0:29:00] Discussions on annotating analytics, context for data spikes/drops.
7. Leveraging Events and Customer Advisory Boards for Unique Content Ideas
   [0:43:32] Erika describes gathering content inspiration from in-person events and CABs.
8. Where AI Meets Human Insight: Limitations and Opportunities in Content Strategy
   [0:46:38] Maureen summarizes the unique value of human creativity and community, even as AI processes data.
9. Actionable Takeaways: Steps to Make Your Marketing Content Truly Data-Driven
   [0:47:46] Maureen and Erika wrap up with key lessons, action points, and next steps.