What is being done?
This tool provides information for successful content marketing strategies, especially for new or "special" target groups such as B2B target groups. A quantitative survey tells us which topics are currently relevant, where the brand's perceived competencies lie and which channels and formats are preferred.
What are typical questions?
- What problems and interests do customers have that the brand could credibly solve?
- What are the perceived competencies of the brand?
- What level of knowledge do customers have on the topics?
- How can the range of topics be maximized?
- Which channels are preferred? (e.g. social media, websites, newsletters, personal contact, trade fairs)
- Which formats are preferred? (e.g. infographics, videos, texts, stories)
What is the point of all this?
- Reliable information basis for content strategies
Where are the limits?
- Given the quantitative nature of this tool, a qualitative investigation may be required to collect potential themes before they are assessed.
Key Infos
#1
When to apply?
When a list of topics for content marketing is available.
#2
Combine with
A qualitative study of topics, a content audit of available resources and skills.
#3
Variants and options
Maximizing reach through a TURF analysis
Topic consolidation with a cluster analysis
FAQ on Content Strategy Research
If there is not enough information about the target group and its interests and topics, especially when it comes to new topics and products that are not covered by existing data.
As a rule, between 200 and 300 participants are required and the survey takes between 1 and 3 months, depending on the number of participants.
