Long is the way and hard, that out of mediocre content leads up to quality content! Content Marketers are faced with many challenges these days. How do they know if their audience genuinely likes their content? How do they know what to write about next?
Google Analytics, SEO research, other quantitative data and numbers without context tell only one side of the story. One resource is missing from the marketer’s toolkit – surveys! Measuring ROI and KPIs to track content performance is just no longer enough.
Customer Education Specialist
Nicholas: Hi guys, Nicholas here from Survicate, I’m a Customer Education Specialist.
Tom: Hey guys, I’m Tom and I’m an Account Manager at Survicate. And we’ll be your hosts today!
N: We thought we’d give you a quick introduction as to what we’ll talk about today and how the idea of this webinar originated. Here at Survicate we believe that customer feedback is essential if you want to map out a successful content strategy.
T: Exactly. If you don’t know what your customers know, then it’s very difficult to produce valuable content that generates a lot of leads.
N: And for one reason or another, for many years, one very important resource – and I mean surveys here – has been missing from the marketer’s toolkit.
Of course, there are metrics available to measure content performance such as email engagement (opens, clicks, downloads) or website traffic (page views, backlinks), conversions (traffic to subscribers, leads to users), but tracking KPIs and ROI is no longer enough.
T: Google Analytics, SEO research, other quantitative data and numbers without context tell only one side of the story.
N: It’s about time you gave voice to your readers and customers and let them speak, let them tell you what they want.
T: According to Content Marketing Institute, one of the biggest challenges of Content Marketers in 2020 is improving content quality. Today we’ll show you 4 ways, surveys can help Content Marketers. Nick, what’s the agenda of the webinar?
Use case 1 – Gathering New Content Ideas
Use case 2 – Rate Your Content
Use case 3 – Create Original Reports and Gain Backlinks
Use case 4 – Get Testimonials to Improve Credibility
Other questions to be used by Content Marketers
Use case 1 – Gathering New Content Ideas
T: As Nicholas said, recent research by Clutch reveals that 73% of respondents say they’ve made purchases as a result of viewing marketing content.
N: The importance of Content Marketing in generating demand/leads is so huge. But how does a Content Marketer know what their audience would like to read about next? How do they collect unique first-hand content ideas, and develop content that will truly resonate with their audience? Of course, you can do SEO and Competition Research, but if you want to produce truly personalized content, you need to give voice to your customers. Run a reader interest survey.
T: You don’t want the surveys to be distractive, it’s better if they are subtle and appear after a user has been on the page long enough or has scrolled, say, 60% of the page. Nick will share a couple of scenarios now:
N: Scenario 1: survey appearing on a blog post, after a user has scrolled 60% of the page.
Q1: Which department do you work in?
Q2: What would you like to read about?
Scenario 2: survey appearing on a blog post, after a user has been on the page for 10 seconds. asking for content ideas right off the bat, open-ended questions available.
What type of information is most valuable to you?
T: It’s a win-win. Your audience will get personalized content, and you’ll never run out of content ideas.
Showing the results.
Use case 2 – Find out if readers like your content
T: Here’s another use case we’d like to discuss – how to get people to rate your content.
N: This is where analytics tools won’t help you much. There a lot of metics that Content Marketers are tracking in order to measure content performance. Some of them are:
Email Engagement (e.g., opens, clicks, downloads), Website Traffic (e.g., page views, backlinks, Website Engagement (e.g., time spent, bounce rate, form completions), Conversions (e.g., traffic to subscribers, leads to sales).
T: However, these are just numbers without context. They’ll show you your visitors bounce your blog page or that your prospects don’t convert, but won’t tell you why. You won’t know if readers actually like your content until you ask them. Nick, how does a Content Marketer know if folks like their article?
N: Well, they won’t know if readers actually like their content until they ask them. There are a couple of ways to do it. You want to keep your surveys to a minimum, to reduce the risk of “survey fatigue” – the more questions there are, the less likely people are to complete the entire survey.
Scenario 1: exit intent, people leaving a blog article too early
Q1: Would you mind telling us why you didn’t read the entire article?
Scenario 2: once someone has scrolled the entire page
Q1: How did you like the article?
T: It’s just great – you’ll be able to easily identify areas of improvements, improve your content and act on customer feedback.
N: The picture will now be complete, because you’ll have both quantitative data and qualitative data to rely on, and combining these two types of information will allow you to develop content that truly resonates with people.
As in life, so in Content Marketing, you should always ask the end recipients for their feedback, whether they find your articles useful and whether they’re added value to them.
You also add open-ended questions so people can share their ideas and improvements. I guess this brings us to another use case.
Use case 3 – Collect Essential Data, Create Original Content and Gain Backlinks
T: Nick, I guess being a Content Marketer is not so easy. There are over 4 million articles published every day. The competition is fierce.
N: Right, I suppose many Content Marketers feel they’re just reusing, recycling data rather than creating unique content that could be widely quoted and that would be more than only mediocre.
T: How does a Content Marketer share findings that no-one has shared before? How do they make sure their content is unique? How do they actually add new value or knowledge to the field they deal with?
N: Here’s how to bring something new to the table. You need to have some data and statistics to rely on, and the best way to get them is to run surveys.
1. Establish what data you’d like to collect
2. Run a survey on any topic of your choice and quickly collect answers
3. Analyze the results and publish an article that sums up your findings.
T: There are numerous advantages. If your report is good enough, other websites/sources will link to it, and you’ll gain backlinks.Who knows, maybe you can even become an authority in the area, a respectable source others will quote. Nick, let’s show how examples, shall we?
Scenario 1: Survicate report on data completion
Scenario 2: Setting up a survey asking “How often do you expect to read new content?
N: Use surveys to collect essential data and make sure your content truly resonates with the readers and stands out from the crowd.
T: What you want to achieve here is to get a report-style asset, statistics that can be a pillar to support your marketing efforts or campaign.
T: And don’t worry about not getting enough data or responses to compile a report. With Survicate, results are saved on a per answer basis. Even if someone doesn’t complete the entire survey, their answers won’t be lost.
With Survicate, you can get response rates as high as 83%!
Nick, let’s discuss the fourth use case now.
Use case 4 – Get Testimonials
N: 97% of B2B buyers say that user generated content such as peer reviews is more credible than other types of content. What better way to lend credibility to your content marketing than ask for testimonials?
T: Exactly, one of the best ways to attract leads is through user testimonials. If you want your marketing copy to resonate with people, you need to build up your social proof and get people to leave testimonials.
N: Want to get your marketing message across? Quality copy is only part of success. You need to have some real-life examples of your customers to prop it up.
If your onsite copy isn’t converting well, maybe people don’t believe it because there’s no authority to back it up?
T: Testimonials can be really hard to get. How to do it, Nick?
N: Marketers are typically not in direct contact with customers so getting testimonials can be a real challenge. Here’s what you need to do:
1) Identify happy customers through Customer Satisfaction or NPS surveys;
2) Add a second step to the survey where you ask only the happy customers for a testimonial (you can use conditional logic for that).
T: When you ask for a testimonial, it’s good to provide an example or guidelines. Otherwise, your users will just say some random nice things about your company which will be of no use to prospects. A testimonial needs to explain why:
– the customer has chosen you over the competition
– what problems your product is solving
– how their life has changed now that they use your product
N: Exactly. What you want to achieve here is to let people draw inspiration from how other companies use your product. By doing so, your marketing assets will become more credible, too.
T: Nicholas, how about we quickly sum up the webinar? I think we discussed how surveys can be a great addition to the marketer’s toolkit.
N: Exactly, relying only on quantitative data to measure content performance is no just longer enough. We’ve discussed how surveys can help you:
a) Gather new content ideas
b) Find out if readers like your content and how you can improve on it
c) Collect Essential Data, Create Original Content and Gain Backlinks
d) Get more customer testimonials and lend credibility to your marketing assets
T: Incorporating these methods into your Content Marketing strategy will surely pay off and enable you to generate more leads.
N: Every company, whether big or small, and incorporate surveys into their content marketing strategy. (1) they are quick and easy to set up
(2) they don’t require technical knowledge
(3) they’re cost-effective
(4) they provide you with actionable insights you wouldn’t ordinarily gather by means of traditional quantitative research tools.