Nov

09

2015

Author
Lori Meloche
Categories
Content Marketing Strategy

Content has always been considered the King of the Internet, but in recent years, content marketing has gained even more prominence as search engines such as Google have placed increased importance on the quality of content. As such, many website owners are now looking for more ways to add authority to their content marketing campaigns. One of the best ways is including hard data by creating your own surveys.

Why Should You Conduct a Survey?

If you’re thinking that a survey sounds like a lot of work and wondering why you should conduct one, it’s important to realize that surveys can actually be fairly easy, depending on the service you use. They can also be relatively inexpensive while providing an opportunity to inform and educate your readers.

What Can Be Gleaned from a Survey?

Many people believe that surveys are not reliable because people tend to be less than honest about what they would do on a survey. While this might be true, surveys that are designed to measure perceptions, characteristics, and preferences rather than future behavior can be far more trustworthy. For instance, for the purposes of content marketing, a survey can be quite effective for revealing audience demographics and preferences. Surveys can also help you determine perceptions and expectations of your brand as well as the impact that your content has on your audience’s offline behavior.

Of course, the key to obtaining this treasure trove of knowledge is creating an effective survey, and that means asking the right questions. In order to do that, you first need to determine your own goals and what it is that you want to measure. Some of the questions you should ask first include:

  • What is the topic of your survey?
  • What are your goals?
  • How many questions do you plan to ask on your survey?
  • Are there demographic restrictions that should be considered?
  • How will you use the results of your survey?
  • Which service will you use for your survey?

Choosing a Survey Platform and Service

Your choice of platform or service is one of the most important decisions you can make in planning an effective survey. You have several options available, each of which has its own advantages and disadvantages, including Google Consumer Surveys, World’s Opinion, and Survey Monkey. Of those three platforms, Google Consumer Surveys tends to have the fastest turnaround along with an easy-to-use interface, but you should expect to pay a premium for it.

So, after you have data from a survey, what can you do with it? Quite a lot, actually. Consider all of the options, such as press releases, videos, infographics, guides, blog content, interviews, and case studies. If you haven’t incorporated surveys into your content marketing strategy in the past, you might find the thought somewhat overwhelming, but by being willing to try something new, you might discover that survey results can be an excellent way to add authority to your content.9

Content Marketing
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