How to Create Content That Your Audience Wants

Market research was once a concept only big companies grasped; if you weren’t a Fortune 1000 brand, customer research was something either you didn’t have to worry about or you couldn’t afford. But with advances in digital marketing over the last decade or so, even the smallest businesses now have access to market research technology to routinely test ideas before they take them to the market. This is particularly helpful for businesses to develop products and services that won’t fall flat and will steer the growth of a business and its impact in a favorable direction.


The Definition of Market Research and its Application in Content Marketing

According to Entrepreneur, market research is the process of gathering, analyzing and interpreting intelligence pertaining to a market before a product or service is pushed to potential customers. This information looks at the past and present characteristics of a business’s target market and establishes whether or not a particular product or service will fall flat in the market or drive business growth.

In content marketing, a solid market research campaign does two things:

– It decodes what kind of content your target audience wants

In content marketing, understanding your audience is key to creating content that will resonate with potential customers. Market research helps you answer vital questions such as:

  • Who are your customers?
  • Where do they hang out online?
  • What are their most pressing concerns?
  • What do they look for in a business before making a purchase?
  • What are they saying about you to their peers?

– It helps you create more valuable content

Knowing what your audience wants can help you focus more on your content. You can produce more of the kind of content your potential customers want and less of what they won’t read because it’s not pertinent to their needs or problems.

All in all, market research can clearly have a profound impact on the way that you do business.

4 Ways to Research What Your Target Audience Wants

1. Stalk your Competitors

A ridiculously simple way to do audience research to steer your content marketing in the right direction is to see what your competition is doing. Both business and SEO are competitive activities so it does not matter whether you seek to drive your business sales or move your website rankings up the SERPs; looking at your competition to see if you’re doing it right and tapping into their deficiencies is the one of the best ways to drive click-throughs, traffic and conversions.

2. Online and Offline Surveys

Usually surveys are hard to carry out. The primary reason for this lies in the fact that surveys are boring so people will swiftly click past polls without even looking at them. But surveys are important to the process of market research. Some ways to collect information through surveys include:

  • Sending out a customer satisfaction survey to people who recently bought something from you
  • Offer something in return. This increases your chances of getting your customers to help you out
  • Alternatively, you can also tap into surveys conducted by others, both online and in the offline world

3. Keyword Research

Understanding what keywords matter for your space is an old, but trustworthy method of finding out the interest level people have shown toward a particular topic or industry trend. The key is to use generic keywords in your niche and look up trends. With this data in hand, you can then go on to further identify specific keywords. These specific keywords have another name. Topic ideas! Alternatively, if you’re pressed for time and you need to write a post for your business blog, Google’s Related Keywords is a great tool to quickly figure out what people are looking for.

4. The Social Networks

 The use of social media for market research can be very revealing. Details that people are usually not comfortable sharing over interviews, they openly share on their Facebook or Google+ profile. The challenge is to look for information in the right places.

  • See what people are saying about you

Using tools like Social Mention or Sprout Social, you can track mentions of your brands or products.

  • Who are your customers following apart from you

Brand pages are always attempting to engage with their audience at an intense level. Experts in your niche are bound to have conversations on Facebook, Twitter, Google+ and other social platforms. These conversations can all translate into valuable and targeted topic ideas.

  • What content are your fans and followers sharing

Nothing beats social media when it comes to personal expression. Social networks are a great opportunity for listening and engaging. Twitter hashtags, trending Facebook topics and comments on Google+ are all opportunities that you can leverage to find out what kind of content your customers are engaging with so you can get great insights into your buyers. The point is to create epic content that your customers want and will engage with.

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