Content marketing takes a variety of forms, from blogs to videos, infographics to podcasts – but how do you know what it is that your prospects and customers actually want to see/read/hear?
Have you asked them yet? Your customers and prospects are the perfect resources for you to tap into for inspiration because they’ve shown an interest in or purchased your product or service previously. They’re also relatively accessible to you.
Rather than ploughing money into ‘trial and error’ content, create content based on interactions with your customers to take the guesswork out of coming up with ideas that even after substantial investment might well flop.
Using an online survey tool like ours, you can help to ensure that the content and the information that you produce and share is exactly what your customers want.
So, what should I ask?
- Don’t be afraid to straight up ask participants what it is they want. Ask them what they feel will add value to their communications with you.
- Ask whether they prefer reading articles, watching videos or listening to podcasts to help you decide which medium to invest the most time and effort into.
- Depending on your product/service/industry, ask about current areas of confusion. Is there terminology that they just don’t ‘get’? Is there a theory that baffles them? You could list some tick box suggestions, but always be sure to include an ‘other’ option so that recipients can provide answers outside of the options that you’ve come up with.
- Find out what it is that your customers evaluate when they’re deciding between you and your competitors.
- If relevant, find out what problem your product or service helps them to address. This could fuel a post along the lines of ’10 problems xxx can help you solve’ or ‘90% of people buy xxx to help them with xxx’.
- Ask about the impact that your product/service has had on a participant’s life and/or business. If you can draw out a series of qualitative responses then you can, with a respondents permission of course pen a nice little case study.
- Ask recipients which resources they currently go to for information relevant to your industry; these might be able to provide you with some more inspiration.
Got your own tips? I’d love you to share them below…