How can you add more authority to your content marketing campaign? Hard data! Recently, I have spent some time planning and conducting a survey for one of my clients in an effort to boost their content marketing strategy.
In a 2-part post, I want to summarise what I have learnt during this process to give you some tips on how to create your own survey and what you can do with your results. We’ll start with why you should create surveys and how to create them.
Surveys can be a relatively easy method of content marketing and depending on which service you use, it can be an inexpensive method. Surveys allow you to inform and educate your current and potential clients about your industry as well as enable you to set your business apart as a source of authoritative information.
Often people’s opinions on surveys are that the data isn’t trustworthy because what people say they do can differ from, or can conflict with, what they do. Let me put this in simpler terms, if you ask people in a survey what they would do and then observe what they actually do, then you might see several differences. However, rather than measuring future behaviour a survey should instead measure preferences, characteristics or perceptions.
For content marketing, effective surveys can look at the following:
Perhaps the most time-consuming phase of the survey process is asking the right questions. It’s important to break down what you are trying to gain from the survey – what are your goals? What are you trying to measure?
There is little point going through the motion of spending money and resources on creating a survey only to realise there is nothing you can do with your results. Before writing your questions, have a think about the following points:
Once you have the answers to the above, it should make things a little easier when writing your questions!
There are a number of platforms you can use to create your survey. I’ll take you through some examples and their advantages and disadvantages.
Google surveys is the platform I used recently for my client work. This service allows you to choose your target audience, type your questions and receive results within a 24 hour time frame.
This is an app platform where you can ask anything to their worldwide community of more than 70,000 members and get answers within a few hours – they claim!
This platform is perhaps the most known out there where you can create, “any type of survey – from simple to sophisticated”.
So now you have gone through the motions of choosing your topic and conducting your survey. What can you do with your results to aid your content marketing efforts?
As you’ve seen from this list, there are plenty of content options! The more strategic you are, the more powerful your marketing efforts become. It’s worth bearing in mind that you don’t have to try all of these examples, just choose one or two that you think will be the most effective to represent your survey findings to your audience. Don’t be afraid to try new stuff – too many people shy away from doing something new because they are afraid it will fall flat, but you could create something extremely powerful.
In my next post, I’ll talk you through using press releases and infographics as part of your content marketing as well as give you some tips on outreach! In the meantime, have you used surveys and have they been effective? What platforms would you recommend?