B2B Marketing Agency CEO | Putting “Marketing” Back Into Content Marketing | Content Distribution & SaaS Focused
I've created content that has: Generated thousands of backlinks. Generated hundreds of shares. Generated millions in sales. How? Prioritizing research... Here are 8 ways marketers can use research to increase the likelihood of content success: 1) Customer Research One of my fav ways to figure out who an audience is for a SaaS product is to run an analysis of the reviews that a company (and its competitors) are getting. Scrape all the job titles for the reviewers and do an analysis of most common job titles. 2) Audience Research In a remote world, the location of your audience isn't always the most important anymore BUT tools like Audiense offer a great insight into this. It's also valuable for learning how your audience self describes themselves & gain insight around the types of people they follow / topics they care about. Great way to understand the psychographics of your audience. 3) Social Share Research Want to create content that gets shared? Study the content that has already gotten them. Use BuzzSumo to better understand what links get love on FB, Twitter, Pinterest or even Reddit. Look for trends on the 'type' of content that resonates. 4) Media Behaviour Research What podcasts, newsletters, blogs, YouTube channels and other media channels does your audience follow on a regular basis? Tools like SparkToro help with this... This is powerful cause you can use it to find the stories that have content-market fit. 5) Backlink Research What type of content in your industry generates the most links? In Martech, we found that free tools get the most links followed by definitions (ie. what is SEO) followed by stats posts. Export industry content by links, track by content type and analyze it. 6) Top Content Research Go to Reddit and sort the content in a niche Subreddit by the top posts. Go to Product Hunt and type in a keyword relevant to your industry. See what content has generated the most engagement to see trends around the type of content people want. 7) Community Research Go inside of the Slack channels, Facebook groups, Discords and spaces where your audience is spending time. Look for posts & threads that get tons of engagement. These are insights around what your audience cares about and wants more information on. 8) Virality Research Go to the search bar on Twitter and type: [KEYWORD or Phrase] min_retweets:50 min_faves:50 This will give you only the posts on that topic with a minimum of 50 retweets and 50 likes. Use this to get insight into what type of content people resonate with. Next month the team at Foundation Marketing is going to be launching another form of research. It’s rooted in benchmarking. We’re going to arm marketing teams with the ability to finally see how well they’re doing against their peers as it relates to running a complete content marketing engine. Stay tuned. 👀
Thank you for sharing this.
Ur telling them all the good stuff shhh ,😃
Seize the means of distribution?
Thanks for this. The Twitter tip is golden.
👀 with anticipation
This sounds very exciting!
**saved**
Always dishing out great insight. Thanks Ross Simmonds
You had me at backlinks lol
3x founder (1 pico-exit). Bootstrapping Clockk ⏳ AI time tracking as I run my software consultancy. I rant about life running an agency.
1yI'm intrigued by what you'll have to offer! Is it a SaaS? A playbook? A course? A service?