At a time when the majority of companies have realized that the content they produced for the web should allow valuing their brand (s), many are now looking for ways to optimize their content marketing strategy.
To do this, they can use surveys.
The latter can provide particularly interesting information on what is expected but also what readers need. The key data to obtain the commitment of a customer but also to feed new engaging content.
Let’s see in more detail how surveys can feed a content marketing strategy before giving some tips for designing them …
Surveys to create high-value content
Even if buying behavior or interactions with your brand on social networks are now scrutinized and analyzed, the best way to know how the consumer ‘thinks’ and ‘works’ is sure to ask him.
Also, using surveys to find out what your audience really wants is relevant. The responses collected should allow you, in a second time, to create high value-added content that will encourage your community’s support.
Satisfied with having obtained the answers it wanted, your audience will ‘get closer’ to the brand even more.
Do not hesitate to solicit your audience as soon as you can.
Did you know?
A survey – quick to answer in order not to scare off online users – can, for example, follow the procedure of creating an account on a website.
On the one hand, the information collected will allow you to have a database that will assist you to segment your target during your email marketing campaigns.
On the other hand, the answers obtained will allow you to identify trends that you can use to create content that will retain your customers but also help you to capture new leads.
Surveys to have unique data to feed your content
If the surveys allow bettering ‘know’ your audience, their interest does not stop there.
The data collected should allow you to have statistics that might interest readers, but also journalists and even companies in your industry.
In other words, you have an ‘asset’ that, if it is well developed, should give you the opportunity to promote your brand to a very wide audience.
It’s up to you to see which format is best for highlighting the statistics you’ve gleaned: webinar, white paper, press release, social media operation, PowerPoint presentation, etc.
You can also use the answers to your survey to create ‘unique’ articles.
Of course, to optimize the number of views, the idea is to find a topic that interests the greatest number: why not a problem that affects a large majority of your customers and to which a solution can be made via the operation of some of the data collected.
If they are statistics, they can be presented as graphics, maps, tables or even animated images so that your textual content is accompanied by visual content often appreciated by online users.
How to design surveys for gathering qualitative information?
If it is possible to feed your content marketing strategy with surveys, it is still necessary that they are well designed.
Also, here are some tips for getting quality information:
- Using your customer database or possibly your pages on social networks rather than buying replies ensures more relevance and customization.
- Avoid closed-ended questions that eliminate very important nuances as well as leading questions that steer the respondent too much.
- Limit the number of possible answer choices. If it is too important, the respondent may respond ‘randomly’ to save time.
- Be concise and use plain language so that the respondent understands at first reading what is required of them.
Now that you know how surveys can feed your content marketing strategy, and you know the pitfalls of having quality data, you just have to design your surveys.
No doubt they will help you create content that best meets the needs of your customers and that they will help to enhance your brand.