How to Analyze the Results of a Content Marketing Survey and Apply Them Effectively
Have a great idea to write about but nothing to support it? The content backed by the latest statistics or data will always pull up the brand’s credibility. That’s how you can succeed in putting up your opinions in a way nothing else can.
But, how can you gather these numbers? By conducting effective surveys that enhance your content creations and support future decisions.
Surveys help you gather relevant information to generate future content while also providing interactive material to your audience. Moreover, it’s always good for you to fulfill two tasks at once in content marketing.
When the audience fills up the content marketing surveys, you’re giving them an interactive piece of content to engage with. At the same time, data is gathered to build or change content marketing plans.
Let’s now look at the right ways of making the most of your next content marketing analysis.
Benefits of a Content Marketing Survey
Here are some benefits you must know before moving further with the analysis of a content marketing survey:
1. Helps in creating unique content
You never know how surveys bring life to your content by supplying you with unique content that your competitors won’t be able to duplicate. Also, you are more likely to improve your content engagement.
2. Accompanies you in branding
Your business revolves around your reputation, brand recognition, and presentation regarding branding. With the very idea of a survey, market research for branding goes hand in hand and allows you to make necessary tweaks depending on the acquired response.
3. Solves multiple issues
Feedback from individuals regarding your content isn’t always the focus of surveys. Instead, survey initiatives allow you to delve into a wide range of issues within your domain. The best thing is that no one would take your data and assert it as their own; instead, they’ll have to hyperlink to your article.
4. Increases backlinks from authoritative websites
Websites often link back to your content when you publish original, data-driven material. Acquiring backlinks from quality websites will help you improve your SEO.
5. It helps your brand in developing authenticity
Generating fresh material is vital for building innovative solutions and authenticity for your business. Thought leadership brands cultivate a high degree of trust among their target market. It also maintains a brand in front of its target market’s thoughts.
6. Assists in marketing segmentation
Surveys are not limited to branding elements. They also help measure and analyze critical demographic, behavioral, and geographic information of respondents. This further assists in market segmentation and devising strategies based on relevant segments.
7. Understanding your audiences’ pain points help in improving your services
Knowing your target market’s pain areas is fruitful to all business activities. You can sell your services as solutions by being aware of the pain points. Furthermore, you can also use clients’ potential pitfalls as the basis for a variety of content pieces such as blog posts, articles, publications, and more.
8. Understanding your brand’s influence in the market
A good survey will also be an advantage to assess attributes, perceptions, preferences, and perhaps reports of recent and future conduct. It will also measure the impact of your content on decision-making. There is no other way of understanding offline behaviors, considering the influence of your brand rather than a survey.
How to Analyze Content Marketing Survey Results
Are you stuck with a bunch of survey data with no idea of effectively analyzing it? Trust us; you are not alone. The data must go through proper analysis as it plays a core role in your organizational growth.
Firstly, let’s begin by understanding the meaning of survey analysis.
Companies often conduct many content marketing surveys to understand the readers’ experiences and preferences or expectations. Going through this data that further accompanies devising strategies refers to survey analysis. Your data has no meaning in the absence of thorough analysis. However, it will help you make decisions that improve the overall business functioning. You can either go for manual analysis or choose from the many software available out there.
Let’s now look at the steps to analyze the collected data properly.
1. Representing the acquired data for better understanding
The acquired data won’t appear in front of you as visually appealing graphs. Most times, you will stay stuck with messy excel sheets. Representing this data in understandable formats will help you capture compelling points more quickly.
Bar graphs are most commonly used for representing data. But sometimes, surveys often provide the option of choosing multiple answers to a single question. While this might be great from your audiences’ point of view, the graphs aren’t compelling enough in this scenario. Selecting horizontal graphs while tackling these questions works comparatively well.
Analyzing results from surveys conducted on a large sample size often accompanies vague results. Filtering this data by demographics is a great place to start withering off the confusion and frustration. You can easily analyze how different demographics responded to common questions. Remember that your basis of filtering can vary based on your requirements. Go beyond demographics if required for better observation.
2. Go through your set of research questions
Companies often set goals before conducting surveys. Go through the research questions you prepared before the survey began. Try being prepared in advance next time if you miss out on this point.
For example, let’s say you have decided to create and publish a series of articles revolving around a certain topic. A research question could be as follows:
How many existing readers are excited to engage with the upcoming series?
The data regarding the areas your audience is willing to know more about will help you out. Set up and answer enough research questions to notice if your survey goals are achieved.
3. Compare the different subgroups
Businesses are often catering to the needs of varied groups. Let’s say your reader base includes small businesses, self-employed individuals, and some percentage of large enterprises. The majority of individuals engaging with your content are self-employed.
Before conducting surveys, you need to segregate these groups and compare their responses for your future decision-making process. Your strategies will somehow depend on the percentage of the group that engages with your content the most. Compare it with other groups and decide how to tackle the disappointed crowd.
4. Question the acquired data
Content marketing analysis will often help you notice similar patterns in responses. For example, let’s say most respondents have provided the same feedback to question X. Or the majority of respondents are dissatisfied with the future changes suggested in question Z. It’s crucial to analyze the responses that are positively or negatively affecting your business to a great extent.
The companies who conduct frequent surveys can also consider whether the audience acknowledges the changes they have introduced over the period. Lastly, compare different pieces of data or respondents in different sub-groups.
Some additional points needed for a worthwhile analysis are as follows:
● Ensure you have an accurate sample size for effective analysis and results. Identify the number of individuals you require to achieve your set survey goals before conducting a survey. Remember that it’s never a good idea to conduct surveys with every individual you have interacted with to date. Run a sample size calculation to determine the right size. Furthermore, larger sample size will also require a bigger budget.
● The content marketing analyses include the perfect blend of qualitative and quantitative data. Start by analyzing the quantitative data, as it’s easier to infer since varied personal opinions aren’t involved.
● Deciding on sample size is crucial for establishing statistical significance. It refers to how reliable your acquired results are. Qualified candidates who are not simply providing answers by chance must take up the surveys. It’s crucial to ensure you can use the conducted surveys for the purpose of core future decision-making.
● Stakeholders are often interested in the insights derived from conducting surveys rather than the data presented on the sheets. Demonstrating valuable insights to them will prove highly beneficial to your business.
How to Apply Content Marketing Survey Results Effectively
Now that you are occupied with relevant data, it’s time to put it into action. The points mentioned in the earlier section make the process of content creation much more manageable. While you have set reports you have already put to respective use, you can always benefit from the information you acquire about your target audience.
So, let’s look at how you can put your collected data into action:
1. Detailed blog posts targeting specific areas
Write a detailed post regarding the acquired data and mention the information considering various angles. Remember that content marketing survey data often ends up becoming awesome headlines.
For example, an article titled “Why one in three marketers mention getting attention is their top challenge?”
The headline is interesting enough to convince readers to go through the entire post. Strategically using data will help you drastically increase your website traffic.
Remember that your first-hand data will prove highly useful in comparing already set opinions or statements out there. So, use strong statements to spice up your article and back it up with your collected data. For example:
2. Send a solid PR pitch
It’s never easy to convince journalists to write about your survey. They are often looking for something truly remarkable in the niche they cover. Educating their audience is their major motive, and they keep a safe distance from highly promotional content. Remember that people are more likely to trust data that appears on a news publication than a company website.
Firstly, start by focusing on preparing a good data summary sheet. A summary sheet helps you go for a personalized approach while pitching to different journalists. Focus on personalization instead of sending in a generic pitch to every journalist known to you. This improves your chances of a positive response.
Secondly, try to include information that enhances your presented data. For example, you can include insights from a third-party expert or a person at a relevant senior position in your company.
Lastly, make sure your provided data is easy to understand and infer. No one has the time to go through a messy spreadsheet to devise conclusions.
3. Improving lead generation process
You invested a lot of time, effort, and money in conducting a survey, acquiring, and analyzing data. Next comes the effort of preparing a detailed, scannable, and highly valuable report. Use this piece of content to acquire leads for your sales team. People are more interested in going through practical reports and are likely to fill up the forms.
This is a safe place for including a slightly longer form for getting access to the content. On the flip side, adding long forms for newsletter subscriptions isn’t a great idea. Here is an example of a catchy report you can take inspiration from:
Best Way to Convey Survey Results
Here are some specific ways to convey survey results:
● Recognize the four levels of measurement: You should know the four levels of measurement before you start evaluating data. These levels dictate the right ways of survey measurement and the type of statistical analysis one must conduct. Nominal scales, ordinal scales, interval scales, and ratio scales are the four measurement levels.
● Select your survey question(s): Once you’ve understood how survey questions are examined, make a list of the underlying survey question(s) you’re attempting to answer. For example, “How do responders rate our brand?“ might be the question. Now, look at questionnaires like “How often do you promote our brand to others?” that answers this research question. By subdividing your questionnaire survey, you’ll be able to extract data that’s important to your objectives. Furthermore, both closed-ended and open-ended questions should be asked.
● Analyze quantitative data first: Statistical evidence is helpful because it allows you to develop conclusions based on numbers. While qualitative data might provide more intriguing insights into a topic, it is subjective and thus difficult to examine. Quantitative information, on the other hand, is derived from closed-ended questions that can be translated into a numerical value. It’s much helpful to evaluate findings and spot trends in client behavior after data has been defined.
● Use cross-tabulation to better understand your target audience: Collecting reliable information to examine all of your responses in one group isn’t entirely constructive. In addition, users who are just not your ideal clients can influence survey findings by overrunning your data. Instead, you can evaluate how your intended audience answered your inquiries by segmenting replies using cross-tabulation.
The Last Word
Keep these core points in mind for a smooth analysis of your content marketing survey. In the end, focus on collecting accurate data, analyzing it using the right steps, and generating valuable content that helps your business grow.
● Represent the acquired data using suitable bar graphs, horizontal graphs, and other suitable formats. Make it a point to filter the information based on demographics or other factors that you must focus on.
● Create and compare the answers provided by different subgroups and analyze them based on prioritizing the most strong user base
● Look out for similar patterns in responses, how the responders tackle certain information, and other core factors affecting decisions.
● After survey content analysis, start focusing on making the most of the acquired data through systematic content creation
● Work on creating detailed blog posts, sending solid personalized PR pitches, and creating reports (gated content) that help in lead generation.
It could be effectively used in the following areas:
● Writing detailed articles backed with research, data, and opinions
● You can effectively use this data on landing pages to develop credibility
● Reports, whitepapers, and other password-protected content pieces
● On publisher sites.
The most beneficial content marketing surveys generally concentrate on a single topic. For example, if you own a clothing store, you can survey your consumers to see what styles they like to wear. On the other hand, if you own an eatery, you can conduct a poll to discover more about your patrons’ cuisine.
It will get disorganized if you try to do it all in one survey. Make sure your surveys are enough for capturing and retaining your audiences’ attention for the desired span of time. Furthermore, no one likes continuing a lengthy survey till the end.
Here are some questions you can include in your content marketing survey:
● What kind of information is most important to you?
● What content format do you prefer when you are looking for new information?
● How often do you want to receive information from us?
● Do you want any kind of changes in our products/services?
● What do you like about our product/services the most?