In this #ContentChat recap, Erika Heald is joined by Maureen Jann, Director of Marketing for North America at Anunta, to discuss how marketers can use proprietary data and analytics to create more relevant, differentiated content. They explore how internal data sources, customer conversations, and carefully framed context can unlock stories only your brand can tell.

Watch the entire conversation on YouTube or read the highlights below.

Why Proprietary Data Matters for Content Marketers

Maureen opened the conversation by emphasizing just how much internal data organizations already have access to, even when teams underestimate it. 

“We have a bucket of useful, interesting, and proprietary data. And we have a lot more data than we collectively think we do, including everything from analytics to the actual usage data of our organizations to the usage data of our website.”—Maureen Jann

Erika reinforced how challenging it used to be to access platform or product data, reminding teams how far the practice has come. 

“There was no hope that we could get the information we wanted. When I think about how far we collectively as marketing teams and content teams have evolved over the past decade, you would not have that same situation.”—Erika Heald

Maureen noted why this matters more than ever:

“It’s more important than ever for us to be using data that we own, that answers questions we can answer from our perspective.”—Maureen Jann

The Role of AI and the Pressure to Stand Out

AI tools have raised the bar for content differentiation, as Maureen explained.

“With AI and trying to figure out how to compete in a market that’s the pressure is just on, it’s more important than ever to tell stories that other people can’t tell.” —Maureen Jann

Erika added that even advanced content tools can’t create meaningful human connection. 

“AI still can’t build those communities and those relationships for you. Only you, the human being, can do that.” —Erika Heald

Maureen agreed, humorously noting one limitation: “They also cannot bribe your data people, because they can’t make cookies yet.” 

The Internal Data Sources Every Content Team Should Access

Maureen outlined a set of internal data sources that content teams should routinely explore:

• Product usage trends
• Support ticket categories
• AI-transcribed sales calls
• Ongoing customer interviews

“AI transcribed sales calls are the holy grail for me. Hearing the customer say in their own words what they want… It’s pure magic.”—Maureen Jann

Erika connected this to governance best practices.

 “If you have a really well-defined Voice of the Customer program in place, you’ll have a place where people are thinking about capturing things that these customers have said.”—Erika Heald

Whenever possible, use before-and-after examples to really bring customer stories to life.

“The stories that you can tell on behalf of the business are so much more impactful if you have a before and after number”—Maureen Jann

How to Use Data to Tell Stories That Resonate

Data alone doesn’t connect with audiences—context does. 

“You have to draw the line between where the data is and where they are. And you need to make that super obvious.”—Maureen Jann

Erika emphasized the need to choose the right format for each audience segment.

“We don’t always know what the right format is. Making sure that you understand the different kinds of customers that you have, and for any given topic, ask what the right format to give it to them in is.”—Erika Heald.

They also discussed tailoring content based on user needs and expectations. Erika illustrated the frustration of poor targeting.

“How annoying is it to get something that’s tailored to a brand new marketer when you’ve been a marketer for a very long time… I hit unsubscribe.”—Erika Heald

Case Studies, Benchmarking, and the Power of Anonymized Data

One of the chat’s strongest themes was how to use benchmarking and real-world results, even when logos or customer names can’t be shared.

“Case studies with data are tricky. But if you can get it, what an incredibly powerful tool.”—Maureen Jann

Erika highlighted why anonymized case studies still work, even without the third party validation of a company’s logo.

 “When you have their real words, you resonate with the people like them who are in those same roles… because they can tell that it’s real.” —Erika Heald

When Internal Data Isn’t Accessible: Conducting Proprietary Research

When internal teams are blocked from accessing product or usage data, Erika shared a proven workaround: 

“I did a newsletter subscriber audience survey, and I received several hundred replies back, and then I turned it into a SlideShare. It was amazing.”—Erika Heald

Proprietary research not only fills gaps, it also helps shape perspective and drive thought leadership that competitors can’t replicate.

Maureen noted why industry data should only be a supplement: 

“Use it to help support the information that is uniquely yours. Don’t let it stand on its own.”—Maureen Jann.

Using Customer Conversations and Events to Spark Data Storytelling

Erika emphasized how in-person conversations create opportunities for content teams to surface data stories. She also highlighted the strategic value of customer advisory boards.

“You need your content person there, because they’re going to get amazing ideas. It’s going to completely change what kind of data they’re going to go after.”—Erika Heald.

Key Takeaways

• Your organization already has valuable proprietary data you can turn into content
• AI makes uniquely human, data-informed storytelling more essential than ever
• Internal collaboration unlocks richer stories and sharper insights
• Case studies can still be powerful even when anonymized
• Proprietary research is a strong alternative when internal data is unavailable
• Content teams should be included early in strategic conversations
• Customer interactions—live or recorded—are a goldmine for insights