No matter what type industry your company falls under (whether you sell a product and/or you provide specific services) having company content is key to growing your brand visibility online. Yet, this can be one of the most challenging stages for some businesses who want to grow their brand exposure online.
It’s not the only key to being acknowledged online, but it also helps with attracting the right prospects back to your company website.
Yet, content is not as simple as just publishing something and then a ton of leads will come piling in.
In fact, being the most effective at your efforts requires your organization to focus heavily on content research. This most likely falls into the marketing departments laps. In addition, experienced sales professionals should also have a part in helping with the content research process. A strong relationship between marketing and sales is critical to any business’s success.
In this post, we’ll cover what content research exactly means, why it matters for your business and some steps on how you can approach content research effectively.
What is Content Research?
First thing is first, make a content research checklist that best fits your line of business and strategies.
Although content is both important for B2C and B2B, understanding the value of strong content plays a bigger role in B2B.
Content research not only helps build organic traffic through search engines but if you are becoming a social business you’ll now have endless amounts of great content to share on social media that attracts your intended buyers/audience.
So, what is content research? The concept is simply analyzing content online and developing a unique strategy based on those conclusions that will benefit your company’s long-term growth and help with brand visibility. This may entail, culture, online trends, economics, social media, fitness and health, finance, politics, etc.
Content research can also mean a combo of things like looking at top posts that rank in search engines, content that has a lot of social shares and engagement, what others in your particular industry are writing, discussing or sharing.
Content Research for Your Business
Most, if not all of us, have heard the cliche phrase, “Content is King.”
However, content is only king if you put in the work to know how it can benefit your business and take the time to develop a strategy. Without quality research and analytics, your company content will quickly plumit from king to jester.
Some quick content marketing statistics:
- 95% of B2B buyers consider content as trustworthy when evaluating a company and its offerings, per DemandGen.
- 75% of consumers expect a consistent experience wherever they engage: website, social media, mobile, in person. Content can feed all those channels via Salesforce.
- The demand for infographics has increased 800% in the past year. (Source: Unbounce)
- Email automation campaigns are among the top three tactics used by email marketers to improve performance. (Source: HotSpot)
- About 49% of marketers are learning to drive content to align with the buyer’s journey. (Source: LookBookHQ)
- 62% of those in the U.S. age 12+ use voice-operated assistants. (Edison Research, 2020) (Source: HotSpot)Almost 25% of companies invest in mobile optimization as a top SEO tactic. (Source: HotSpot)
- Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric)
- 73% of B2B marketers use YouTube to distribute content. (Source: TopRankBlog)
So, are you getting a better picture in your head as to why content research matters for your business. Content research helps you;
Learn what content works best for your target audience
Audience targeting is an important tool for helping you hone in on your most likely customers. This tool helps you determine, much more specifically, who buys your product. As you use audience targeting, you’ll likely find that you have a few different demographics to target. To take your strategy to the next level, it’s time to create unique content for each of your targeted audiences.
This may sound complex, but it’s a simple and effective way to increase engagement on your social media sites and drive traffic with your email marketing campaigns.
To get started, pick two or three of your most important demographics, and think about why they buy your product, and what other products they use related to yours. Then, create content for your email and social media sites based around these topics. If you’re short on resources, focus on two media channels, and create campaigns for each audience on them.
For example, if you sell window treatments, you may first identify that more women than men buy your products, so most of your content targets the female consumer. Upon further research, you may also find that your most consistent buyers are women, aged 35-55, who are homeowners. Your second most popular demographic may be single women aged 25-35, and your third most popular the small business owner.
For next month’s campaign, you could offer an article about finding the newest trends in home decorating, targeting your primary demographic. Along with this, you might include an article on finding the best deals on window treatments for your secondary demographic, and one on decorating a waiting room for the third demographic.
Creating good content requires knowing your reader. Audience targeting helps you understand, in as much detail as you need, just who will be reading your articles, and who will be buying your product.
Shape your company’s own content marketing
Become a go-to source
Being resourceful is key. That is especially if you use clear language and simplify the context, as well as ensure the content is not too long and time consuming.
Furthermore, you could include short videos that answer certain questions from the audience and make it entertaining and short such as 2-5 minutes long.
Gain huge visibility on social media
Your social presence on line can be a good and a bad thing. At the end it all depends on the type of business you are involved in and how you present your business and services on line.
Being a source that people can rely on can take time, hence patience is key. In addition, it is vital that you always update the information and ensure accuracy. Furthermore a bit of thought proviking tactics that tempt readers to
Moreover, below is our top 10 tools you can use:
5. Portent’s Content Idea Generator
6. Google Analytics
In the modern marketing landscape, content marketers are often required to put on many hats in order to execute their jobs effectively.
To remain competitive, every brand needs to stay on top of key technologies and innovations that are driving change in the content marketing industry.
The good news about content marketing technology is that it is advancing at a fast pace and it meets the demand for smarter, more integrated and cross-platform marketing software.
These days, content marketers have a wide variety of advanced applications from which to choose, including advanced content ideation and development tools, smart analytics and conversion optimization suites, enhanced outreach and relationship building platforms, and more.
In order to improve and/or nail your content strategy planning, you will need to start with content research before you implement your ideas, RSS feeds, benchmarks, etc. It may seem like it is not as important compared to other tasks at first, but great content that connects with your audience can make all the difference in brand visibility, web traffic, lead pipeline, and revenue.