Ways to improve content for your audience
By: Patrik Tomic
Tags: Content, Email Marketing, Marketing, Research, Digital Marketing

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When it comes to marketing, it’s important to understand that medium and the technology doesn’t matter as much as the user. What matters is the user that’s consuming the content, and also the content itself.

Marketers are content creators with a goal who craft communication to grow brand online and get attention from users.

So the most vital piece of the puzzle here is attention. And without learning what our audience wants, we cannot produce the correct content to urge their attention. That’s why learning what the audience needs through research is extremely necessary.



Online research isn’t a replacement for meeting people face to face and understanding their needs. However, offline interactions got to be supplemented by online research so that we can have an information driven approach to content marketing.

So let’s discover the most effective ways to do online research and find out what our audience wants.

Online Groups & Communities

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Online groups and forums are a great way to interact with your audience.You can join groups on Facebook that are relevant to you and interact with the community there. Your main focus should be focusing on building your own group and community.

For example, you can participate in online groups where people discuss about products they use. It can give a lot of insights about your target audience. You can also create a Facebook group where you can ask users about their experiences, opinions or reviews. By interacting with the audience in the groups, you can acknowledge their ideas i improve your content.

You can create content based on what people want to read about and then share a link to the content you have published on the same group. Apart from giving people what they want through content, you are also building your brand as being a helpful brand and that helps in long brand recall and trust. You are not just getting “brand impressions”, but “brand engagement” which is much more powerful.

Email Responses

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Great way to ask your audience what they want is through email. People consider email a very personal space and you should pay good attention to the interactions inside an email inbox.

If you have an email newsletter, probably a small percentage of people reply to the newsletter emails and interact with you directly. You can reply back and ask them further questions.

You can also automate your replies using automation tools like Mailchimp. You can filter messages with certain subject lines and add rules to it so that you need not reply with questions to your audience manually.

Keyword Research

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Keyword research is a great way to find out what the audience on the internet wants to read. It gives a relative scale on which topics are higher in demand compared to other topics. It gives you a clear direction on what content you should create and how to prioritize them.

There are many ways to do keyword research, but the top 5 ways are:

Google Autosuggest

Google Ads Keyword Tool

Ahrefs

Google Search Console

Google Ads Search Term Report

Customer Support

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Customer support is often an ignored area for market research. Most of the customers who are not satisfied with your product will not complain.

Customer complaints help you improve your offering and cannot be ignored. People who complain also care about the business.

You should be more worried about the people who are indifferent to your brand than the people who actually fight back to get a better product / service.

If you get a customer complaint via your customer support channel, embrace it. These are the people who took time to contact you and get a response. They will be happy to give you further feedback — but only if you ask for it. Use customer complaints as an opportunity to ask further questions and get deeper answers from people.

Listening to your customers not only gives you ideas about your content, but also ideas on how to improve your product or service.

Comments on Blog Posts

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A small percentage of people who read a blog post, leave a comment on it. They take time to comment and give feedback because they are extremely happy with your content, or extremely disappointed.

Comments on your own blog posts reveal the gaps you have and comments on the blog posts of other blogs reveal the gaps in the market.

Comments, just like customer support, are gold mine of data about what the market needs. Schedule a time to review such content and do it regularly. Read the comments, and respond to the comments. Take the comments seriously and change your course of action based on the feedback from your readers.

Final Words

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If you give what your audience wants, your audience will be attracted to you. And the best way to attract them early on is to give content that is useful for them.

Content is the center piece of digital marketing and every digital marketing method will fail without good content.