November 7, 2022 Content Chat Recap: How to Use Surveys to Fuel Your Content Marketing Strategy Surveys For Content Marketing

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November 7, 2022 Content Chat Recap: How to Use Surveys to Fuel Your Content Marketing Strategy
November 10, 2022
by Alek Irvin Leave a Comment
One survey can give your marketing team enough information to plan a year’s worth of content —do you want to learn how?
In this #ContentChat recap, Michele Linn ( @MicheleLinn ), founder of Mantis Research , and the community discuss how to use surveys to fuel your content marketing strategy. Read the full recap below to learn:
Why survey-based research is valuable for marketing teams
How to write questions that will help you tell stories
Ways to announce and repurpose your survey findings
Mistakes to avoid throughout your journey
Q1: Why do content marketing teams conduct and publish survey-based research? What are some examples of brands doing this well? 
Survey-based research is valuable because it adds something new and meaningful to your industry’s conversation.
A1a. Survey-based research works well because you are answering your audience’s unanswered questions. By its very nature, you are adding something new and meaningful to your industry’s conversation. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 7, 2022
Seek to better understand your customers through your questions.
A3. I think any story that a biz owner wants to write is about the problems they can solve. Surveys help to better understand your demo and what info can help to better serve the customer. #contentchat
— LindaRey.eth | NFT Coming to a Token Near You (@HeyLindaRey) November 7, 2022
Ask yourself: Does each question help you accomplish your survey goals?
A3 As with so much, it goes back to the strategy: Why are you doing the survey? How do you plan to use the findings? What are you hoping to learn? Answering those Qs first will guide your question writing. #contentchat
— Erika Heald | Content Marketing Consultant (@SFerika) November 7, 2022
Q5: What mistakes do teams often make when conducting surveys for thought leadership and content marketing?
There are many mistakes that teams can make when conducting surveys. Do not rush the process, and give your team plenty of time to prepare and research best practices.
A5a. So. many. mistakes. But so many of these mistakes are unintentional because marketers aren’t taught how to craft good surveys. It takes practice. And you need good testers who can spot errors. #ContentChat
— Michele Linn (@michelelinn) November 7, 2022
To start: Research similar studies to see what is already out there, what questions they asked, and if it was covered by the media. Do not copy the studies you research.
A5: Don’t create your survey in a vacuum. Search for similar research and see what is already out there—what questions have been answered, what angle did news stories take, and can you add anything NEW to the conversation? #ContentChat
— Michele Linn (@michelelinn) November 7, 2022
Ask questions that will provide clear answers and findings that are easy to explain.
A5b. Also, it’s important to frame questions in a way that yields clear findings that don’t require a dissertation to explain. Most people don’t have the patience or interest in the nuances of your data. #contentchat
— Carmen Hill (@carmenhill) November 7, 2022
Q6: What are some common channels or content formats marketers should use to announce their primary survey results?
Choose one place for your research that all content will point to. This is often a landing page with an overview of the research and some findings, or a blog post about the survey.
A6a. Start by deciding on one page where all research-related assets should point. This is often a landing page that includes some highlights about the study. Here’s my swipe file with some examples. #ContentChat https://t.co/iYYyj9Zeux
— Michele Linn (@michelelinn) November 7, 2022
Partner with influencers and ask them to lend a quote about your findings.
A6c. You can also share your findings with influencers in your industry. Even better, ask them for a quote you can use in your findings. For instance, what would they do to solve an issue you uncovered? What surprises them about the data? #ContentChat
— Michele Linn (@michelelinn) November 7, 2022
Consider hosting a webinar to reveal or discuss your findings. The webinar could involve your company executives talking about the results and what stood out to them.
A6d. If your goal is leads, consider announcing your findings via a webinar before or immediately after your report is released. #ContentChat
— Michele Linn (@michelelinn) November 7, 2022
Michele shares a few other ideas below:
A6e: A few other options for announcing your research:
– Email to people who completed report
– Share it in your email newsletter
– Announce it via a press release
– Twitter thread