In 2022, a content strategy will be in fashion. Many companies are expanding their content marketing departments or partnering with third-party content strategists.
You must, however, respect privacy and comply with the laws when you implement a content marketing strategy.
Let’s look at what you can do to ensure that you do just that.
What Is A Content Strategy?
Your company’s content strategy, developed by your digital marketing expert, is a plan to use content to reach your business goals. It should be attractive to your target audience, solve a problem, and keep them interested even after making a purchase.
Content can be used in many ways. You should always keep your audience in mind when creating content. You should carefully choose the tone and words based on your audience’s preferences and demographics (this is where data privacy comes in).
Your target audience should value the content you create. While some people educate their readers, others entertain. Both add value to the target audience and can keep them coming back for more.
What is Data Privacy?
Data privacy refers to businesses that store or handle the personal data of their employees or customers owe them a duty to protect their information from misuse.
- It gets even more complicated.
- Data privacy has many aspects.
- No matter if you collect data directly or indirectly
How You Use Personal Information (Pi)
You can use PI combined with the information you have collected to identify an individual in-person or online.
- If you collect data from children younger than 13
- You can choose to collect data from specific countries or states.
Information has increased exponentially because of the advent of the internet. This information has been true in the past decade. By 2025, a global data volume of 175 gigabytes will be predicted. As the volume of data grows, it becomes more difficult to maintain data privacy.
2011 was the year that the United Nations made internet access a human right in its Report of the Special Rapporteur. This report highlights the importance of internet access and the right to privacy.
Collecting Data Directly Or Indirectly
Data privacy laws can break down data into two types: indirect and direct data.
Direct data refers to data you directly collect from visitors to your website. If you ask visitors to sign up for your newsletter, they will collect their email addresses directly.
Indirect data refers to data that third parties collect from your website. If you use apps or plug-ins on your website, there’s a good possibility that these add-ons collect indirect data about your customers.
Collecting Personal Information
Different laws and regulations define the term PI differently. However, it usually includes gathering data that can be used to identify someone (e.g., their name).
- Email address
- Telephone number
- First and last names
- Social security number
If PI reveals confidential information about people, it is considered sensitive data.
To identify someone, collect information that could be used with PI.
Some parts of the world protect less sensitive data, such as information that could be used with PI to identify someone. The California Online Privacy Protection Act (CalOPPA) deals with this type of data.
- Shopping cart data
- Security questions answered
- Online activity
- Preferences of the user
- Collecting data from minors
Some countries have passed laws banning companies from collecting information online about minors.
In the USA, for example, the Children’s Online Privacy Protection Act (COPPA) requires that companies obtain parental consent before collecting any online data from children below 13.
Digital marketing agencies are also prohibited from selling data derived from these children to any third party.
Collecting Personal Data From Different Countries And States
The United Nations Conference on Trade and Development, UNCTD, reports that data privacy is a major concern worldwide.
- 71% of countries have some form of legislation
- 9 % of countries have draft legislation
- 15% of countries don’t have any legislation
- 5% of countries don’t have any data
Five states in the US have adopted comprehensive data privacy laws. They are California, Colorado, Utah, Connecticut, Connecticut, Virginia, and Utah.
It is important to remember that your business must adhere to the privacy laws of the country or State whose citizens it targets, even if you are not located there.