Research: The Core of Content Marketing

When people talk about content marketing, they often focus only on the end result. However, research is key to good content. Don’t overlook this important aspect of marketing.

According to Zemanta, 44 percent of business marketers are using research as part of their overall marketing strategy. This reveals a growing trend that solid research is the basis for developing an effective, results-oriented content marketing strategy.

Research is the first and most vital step when developing and executing a content strategy. Without complete research, the steps of Ideation/Planning, Creation, Connection, and Measurement will be based on insufficient data.

Three reasons why research is crucial for your strategy’s effectiveness

  1. It’s how you will get to understand your audience and their pain points. Once you achieve this you have a proper guideline as to what content to generate to reach your business objectives, when and how to distribute it, and how to measure its effectiveness.
  2. It’s how you will discover the language your audience speaks and how to use that language to attract them through your content. When you understand the language of your ideal client, it is easier to speak in it and build trust, a crucial factor that drives purchase decisions.
  3. Research gives you a headstart. According to Copyblogger’s Content Marketing Research: The First Crucial Step, “research is the often-ignored, frequently avoided red-headed stepchild of content marketing.” This means that if you do sound research you’re already ahead of a large percentage of your competitors who just don’t bother.

How to do top-tier research for content marketing

Divide your research into foundational and ongoing, and make a clear distinction between what you’re doing and why you are doing it.

Foundational research takes place at the beginning of content marketing planning. It’s the basis on which the rest of your tasks will be focused. It answers the Who, What, Where, When, Why and How of your audience.

Ongoing research is research you produce throughout the other steps of ideation, production, and distribution of content. It lets you measure the effectiveness of current efforts, revise those that didn’t work, and come up with new strategies that will be more results-oriented.

Also read: How To Blog For Marketing Your Business?

Read. A lot.

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Research is 50% reading and 50% shaping your strategy. You need to read a lot on websites and industry magazines (print and online) in order to:

  • Familiarize yourself with the latest trends and topics in your industry or niche. The faster and more efficiently you read the more valuable knowledge you can accumulate. You can use tools like Feedly to subscribe to updates from top blogs in your niche or you can also use Flipboard which is great for content discovery.
  • Get to know the technologies, platforms and web tools your audience is using and your competitors are tapping into to reach your target market. You can use this free tool call Built with to see the tech used by any website on this planet.
  • Check your competitors. Do an audit of your competitors’ online content, products, and other offerings. Check their language and SEO strategy. It’s not just about getting to see what they do well, but also what they’re doing wrong. You can use tools like SEMRUSH to check their content strategy & Whatrunswhere to see their PPC strategy.

Content marketing research gives you priceless insights as to what specific actions you can take to help you reach your target market. Make time to improve your reading skills so that you can handle the amount of reading you need to do, then invest time and effort to doing that reading – and your content marketing strategy will succeed.

This post is contributed by Chassie. If you would like to submit a guest post for ShoutMeLoud community, read our submission guidelines.

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Authored By
About the Author: Chassie Lee is the Content Expert for eReflect – creator of 7 Speed Reading which is currently being used by tens of thousands of happy customers in over 110 countries.

12 thoughts on “Research: The Core of Content Marketing”

  1. Nice article. I find one of the best ways to come up with new content ideas is to look at your competition and find those topics that receive the most amount of comments and social shares.

    This way you know what resonates with your audience and can produce content around the same or a similar topic with your thoughts and experiences.

    – Lewis

  2. Hi Chassie
    This is a great piece of article. You are absolutely right that research is must before spreading your content. You must understand the audience and target the content in right way so that you will get the relevant needed audience.

  3. Alexandru Marian

    I would point one more thing which was not actually mentioned.

    Marketing research is one, content research is another. Before I do write a blog, I try to read, to understand, to come up with new ideas and concepts, I research more about that domain and write the ideas down as I learn in the same time the new trends. I think this makes the difference between the blogs and marketing strategies: how focused you are on researching before writing content and researching the market.

    As it was said above, the content is the product that you actually sell. Sell something nice to read, research it before even starting it. The quality of the content and it’s uniqueness makes the difference. So do it well!

    1. research good question . I think that research is an technique to find information on an thing which is being search .


    I agree with you that research is a must, before publishing any article but these days people are more focused on end result rather than writing a useful content. We have to spend more time in research to get better outcome.

  5. Prakhar Shrivastav

    This is an awesome write up. Blogging is not just writing its about both reading and writing and the content marketing is a one of the biggest need of a growing blog. Also rendering your blog posts in ebooks and pdf is a great strategy of content marketing.

    As you’ve mentioned above, that for becoming a successful blogger one should must be aware of the variation in trends, competitors and updates about your topic is a must. Good article!

  6. Content marketing is very beneficial in promoting your business and also a nice way to interact with your customers.Yes, rightly said, research is an important part of every content marketing strategy.

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