Data is important at multiple stages throughout the content-creation process. Of course, we use data to evaluate the success of content after it’s been published. Analyzing performance data gives insight on traffic, engagement, and conversions. After looking at the numbers, KPIs can easily be set based on the desired goals and corresponding metrics.

However, data is also used before we start writing. It helps build accurate personas and anticipate user needs, allowing writers to predict what content will resonate with an audience.