Content marketing research: the power of data-driven strategy

Even if you've been running a business for years, it's never too late to learn about content marketing strategy.

Do you ever find yourself publishing content about trending topics, hoping something sticks? You might get some clicks and views by sticking to popular topics, but you would benefit more from a well-researched marketing plan.

Data-driven strategy is the key to harnessing the power of content and elevating your business. Here's what you need to know about content marketing research.

Content marketing research is the knowledge you gain before and during the implementation of your content marketing strategy. This research will give you more insight into the content you can create to bring the most value to your readers and clients.

This research is about more than finding relevant topics and using lots of keywords. It's also about analyzing your competitors, developing a deep understanding of your industry, and identifying areas where you might not be hitting the mark.

In-depth content marketing research will help you to:

• Convert your readers into customers

• Add authority to your business

• Confirm if your content is aligned with your business goals

As a result, you will have the potential to:

• Enhance your reputation,

• Foster trust with your clients

• Boost organic web traffic

Research is a crucial component of building your content marketing plan because it helps you understand your target audience.

You'll create more effective content and increase your competitiveness when you develop a strong plan with your audience in mind. What’s more, you'll be able to get specific about your needs so the process doesn't become overwhelming.

The benefits of content marketing research

One of the biggest benefits of content marketing research is to help you build a targeted plan that speaks to the heart of your company's goals. This plan allows you to focus on making the best content possible, enhanced by knowledge and understanding.

You'll never feel uncertain about which topics to explore, and the topics and keywords you need to build into future content will become clear.

You'll also develop a better understanding of how to explain your industry, so you can use your strategy to communicate and express your authority. You'll also know exactly who your customers are, allowing you to build solid long-term relationships with them.

One of the biggest challenges to creating great content is knowing which topics to explore. The key to finding relevant topics is to know what you want to do with your content.

Do you want to:

• Generate sales leads?

• Drive traffic to your website?

• Establish yourself as an expert and show authority to your readers?

The answers to these questions will guide your exploration of topics.

One way to develop topics your content should explore is to perform competitor research. Who do you consider your biggest competition, and what are they posting about? Find a way to put your own spin on this kind of content.

You can also see the areas in which your competitors might be missing the mark so you can add new information.

Explore new topics by conducting your own content marketing research. It's not as difficult as you might think.

To make an impact on your audience, use effective research strategies. The following steps will drive your performance.

1. Define your objectives

First, consider what you want to achieve. Do you want to outperform your competitors? Do you want to find a new audience?

Achieving your goals begins with defining them and using them as a guide for the rest of your research.

2. Know your audience inside out

You need to know what your audience is looking for so you know what to offer them. For instance, if you have a business that promotes food trucks, you'll want to specify whether your target audience consists of people who enjoy eating at food trucks, food truck owners, or companies that hire food trucks.

You can get to know your audience by polling and surveying current and potential customers, but you can also gather data about sales and other analytics. This dual approach helps you grasp the explicit preferences of your current and potential customers, their behavioral patterns, and the effectiveness of your past content.

Once you have this information, think about what type of content will resonate most with your audience. This could include:

• Educational blog posts

• Videos

• Interactive tools

• Personalized offers

The key is to create content that answers their needs and questions, which in turn encourages them to visit (and revisit) your website. This strategy not only increases traffic but also helps you to build a loyal customer base.

3. Scope out the competition

How much time have you spent looking at your biggest industry competitors? Take the time to see what competitors are doing, what works, and what is missing the mark.

Take a look at content format, length, keywords, headings, and images to see where you can make some changes to be more competitive. You can also examine keyword rankings and website traffic to find ways to improve customer engagement.

4. Dive into data

Next, it's time to dig into the details of the data you've uncovered. Examine popular searches in your industry and which keywords you should target.

Understand the strength of these keywords as well as which information searchers are looking for. Keyword research tools can help reveal keyword search volume, niche terms, and other information you can use to your advantage.

To effectively conduct keyword research and gather detailed insights about search terms relevant to your industry, several tools are available that can greatly assist in this process:

1. Google Keyword Planner: This tool is designed for ad campaigns, but it's also useful for keyword research. It provides data on search volume, competition levels, and potential costs for paid search campaigns, helping you understand which keywords are most valuable.

2. Semrush: Semrush offers comprehensive keyword data, including search volume, trends, and a keyword difficulty score. It also provides insights into the keywords your competitors are using, which can help you identify niche terms and gaps in your own strategy.

3. Ahrefs: Ahrefs is particularly strong in showing which keywords generate traffic to your competitors' websites. It also offers a keyword difficulty score, search volume, and shows the top pages that rank for specific keywords.

5. Stay updated with industry trends

Social media is a great tool for monitoring trends in your industry. You can also use Google Trends and various new outlets to explore topics that may be relevant to your industry.

Even if a trend does not seem particularly relevant to your business right now, your research can help you find a strong connection so you can put your own spin on a popular topic.

6. Insights to look for during content research

Don't stop paying attention to the content you've already published. Use the information you gain from these posts to develop insights for future content.

Look at which posts get the most traffic and where readers tend to click after arriving at your website. You can also see which pages and sites are driving most of your website traffic.

7. Test and iterate

It's important to measure the performance of your content. Once you've started publishing content based on the research you've done, you can begin collecting data.

Track page views, website visits, and conversion rates, and make goals based on those figures. Is the research helping you get a larger return on your investment? Are you providing more value to your readers? Look for data that helps you come to a conclusion.

8. Organize your findings

Have an organized way to arrange your data. Data is not useful if you can’t easily determine its meaning.

Organize your data in a way that allows you to see changes over time so you can determine what is and isn’t working. Track long-term data to make sure you’re seeing changes over time.

Are you ready to start building excellent content? These dos and don'ts will help you get started.

• Do set attainable goals with specific numbers to help you measure your performance. The more specific, the better.

• Don't be afraid to shift your strategy if the numbers don't make sense. If you aren't seeing the growth you're striving for, make adjustments. Don't continue to do what isn’t working.

• Do understand that different tracking tools, like Google Analytics and Adobe Analytics, offer different insights. You may need to experiment with different tools to find the data that helps you make the best decisions.

• Don't rely on data tools that don't provide the information you need. Not all information is pertinent to your goals, so don't waste time analyzing data you won't use to make changes.

• Do consider the platform you use to provide content. You may use the data to find that the content you create isn't best consumed on the platform you're currently using. Don't be afraid to try new platforms, like videos instead of blog posts.

• Don't forget how people consume content. For instance, people often scroll through their feeds quickly. You may need to experiment with your content to make the impact you're striving for. An attention-grabbing title or image might be the key to getting the attention your content needs.

• Do localize whenever possible. If you’re promoting a service or product for a specific area, rely on nuances and trends that speak to locals. Be genuine and authentic whenever possible, showing you understand your audience. Take the time to gather local perspectives.

• Do use A/B testing to refine your content strategy. Experiment with different versions of your content to see what resonates best with your audience. This can include variations in headlines, call-to-action placements, or content formats. Use the resulting data to inform your future content decisions.

• Don't overlook the importance of mobile optimization. A significant portion of web traffic comes from mobile devices. Ensure your content is optimized for mobile viewing, with mobile-friendly layouts. Ignoring this can lead to a poor user experience and decrease engagement and conversions.

There is not a one-size-fits-all approach for content marketing to drive business. Each business has different needs, and you need to figure out how to approach content in a way that speaks to your goals.

Research helps you take a personalized approach to marketing your business so you don't fall behind your competitors.