How about some data about the data that makes your content a more effective selling tool? This week’s digest is full of recent news about the insights that can help you better guide prospects toward the sale. You’ll find out how to start using Facebook’s new topic data tool and see surprising breakdowns and forecasts of Instagram demographics. Plus, get the latest on new ways Google determines search rankings, and read a primer on audience content requirements.

Facebook Finally Lets Its Firehose Be Tapped For Marketing Insights Thanks To DataSift
By Josh Constine at TechCrunch
Marketers have long yearned for the ability to tap into Facebook user interests. That day has arrived, writes Constine, thanks to the newly launched DataSift product, which shows aggregate information about what users are saying about products, events, and brands. Add this product to Twitter’s already available storehouse of data, and you may be able to better adjust your content to meet audience preferences.

US Instagram User Estimates, by Age Group, 2013-2019
MarketingCharts Staff Report
While Facebook gets most of the press, Instagram continues to post faster-than-expected growth, according to recent estimates. Having already passed Twitter to become the second-largest social media network in America, this year’s forecast calls for 89.4 million U.S. users by the end of the year. The full report describes how the platform is growing with target audiences who typically have B2B purchasing power.

Everything SEOs Need to Know About Google’s New Stance on HTTPs
By Neil Patel at Search Engine Journal
Keeping up with constantly changing Google algorithms is critical for B2B marketers who need to grow audiences. Patel offers a quick look at the top eight things you need to know about the latest algorithmic update and explains why Google loves sites that appear to be secure.

4 Steps to Creating Authentic Stories Your Customers Will Want to Read
By Carol Barash at Content Marketing Institute
Once you’ve digested the latest information about who your audience is and how to reach them, it’s time to focus on creating content. Barash’s four-step primer instructs you on crafting stories that make lasting connections and get results.

How CMOs Feel About the Year Ahead
By Ayaz Nanji at MarketingProfs
Here’s some good news to end the week: your CMO is probably bullish on growing marketing budgets—but why? Nanji gives the reasons these execs feel this way and tells why marketing spending is expected to grow by 8.7 percent.