Creating content that resonates with your audience is essential for building engagement, fostering trust, and achieving long-term success. But how do you know what content your audience actually wants? Understanding your audience's needs requires a combination of research, listening, and analysis.
In this blog, we’ll explore practical strategies to help you find out what content your audience is looking for so you can deliver value and stay relevant.
1. Analyze existing data
One of the easiest ways to discover what content works for your audience is by analyzing the data you already have. If you’re running email campaigns, managing a website, or active on social media, you’ve likely gathered valuable insights into your audience’s behavior.
Here’s what to focus on:
- Website analytics: Use tools like Google Analytics to see which pages on your website receive the most traffic, and where users spend the most time. This will give you a clear picture of which topics your audience is interested in.
- Social media insights: Most social platforms offer analytics tools that show which posts get the most likes, comments, shares, and clicks. Use this data to identify themes that resonate with your audience.
- Email engagement: Look at your email open rates, click-through rates, and engagement metrics to see which topics or subject lines draw the most attention.
By reviewing these metrics, you can identify patterns and adjust your content strategy to focus on what’s already working.
2. Conduct surveys and polls
One of the most direct ways to find out what your audience wants is by asking them. Surveys and polls provide a great opportunity to gather feedback and learn about your audience’s preferences, challenges, and interests.
Here are some tips for creating effective surveys:
- Keep it short: A brief survey with just a few questions is more likely to get responses than a long, complicated one.
- Ask specific questions: Instead of asking vague questions like “What content do you want?”, get specific by asking about their pain points, preferred formats (e.g., articles, videos, infographics), and the topics they care most about.
- Incentivize responses: Offering a small reward, such as a discount code or entry into a prize draw, can encourage more people to participate in your survey.
Polls are another quick and effective way to gather insights, especially on social media. Use tools like Instagram polls, LinkedIn surveys, or Twitter polls to ask your audience simple questions and get immediate feedback.
3. Engage with your audience directly
Another great way to learn more about your audience is by actively engaging with them in real-time. When you take the time to interact with your followers, customers, or subscribers, you can gain valuable insights into what they’re looking for.
Consider the following:
- Respond to comments and messages: Whether it’s on social media, blog posts, or emails, responding to questions or comments gives you direct insight into your audience’s thoughts and needs. Pay attention to recurring themes or common concerns.
- Host live Q&A sessions: Running live sessions on platforms like Instagram Live, YouTube, or Facebook gives your audience a chance to ask questions directly. This can reveal their biggest pain points or interests.
- Join online communities: Look for forums or social media groups where your target audience interacts. By observing the discussions and participating where appropriate, you can identify topics that are important to them.
Direct engagement not only helps you understand your audience’s needs but also builds stronger relationships by showing that you’re listening.
4. Research industry trends
Staying up-to-date with industry trends can give you a good idea of what your audience is likely interested in. By monitoring changes and shifts in your sector, you can create content that speaks to current issues or future developments that matter to your audience.
Here’s how to stay informed:
- Follow industry blogs and news sources: Keep an eye on blogs, news outlets, and thought leaders within your industry to spot emerging trends or hot topics.
- Use tools like Google Trends: Google Trends can help you discover what people are searching for in real-time. This tool lets you see trending topics in your industry and can inspire relevant content ideas.
- Attend webinars and events: Industry events and webinars offer great insight into what topics are being discussed and what issues are top of mind for people in your field.
By aligning your content with current trends, you’ll be able to keep your audience engaged with timely and relevant information.
5. Check out your competitors
Your competitors are likely trying to reach a similar audience, which makes them a useful source of information. By analyzing their content, you can get a sense of what’s resonating with your shared audience and where gaps in the market may exist.
Here’s what to look for:
- Review their blog posts and social media: Identify which topics your competitors are focusing on and how much engagement they’re getting. This can give you ideas on what to cover or even inspire you to take a different angle on the same topic.
- Sign up for their newsletters: Pay attention to the types of content they’re sending, and how their audience responds. If certain emails or campaigns seem to generate buzz, you can use that information to adjust your own approach.
- Look at reviews and testimonials: Customer reviews of your competitors’ products or services can reveal common pain points or desires that you can address with your content.
While you shouldn’t copy your competitors, analyzing their strategies can help you better understand your audience’s needs and identify opportunities to stand out.
6. Listen to audience feedback
Your audience is constantly giving you feedback, whether it’s through comments, reviews, or direct communication. Paying attention to this feedback can provide a wealth of insights into what your audience values, what they’re struggling with, and what they want to learn more about.
Here are some ways to leverage feedback:
- Review customer comments: Look at the comments section of your blog posts, social media channels, or videos to see what your audience is talking about.
- Pay attention to reviews and testimonials: Whether it’s feedback on your product, service, or content, customer reviews often contain clues about their needs and preferences.
- Monitor support requests: If you offer a product or service, your support team is a goldmine of information about common customer questions or problems. This can inspire content that addresses these issues.
By listening closely to your audience’s feedback, you can create content that directly solves their problems or answers their most pressing questions.
7. Use keyword research
Keyword research can help you identify what your audience is searching for online. By analyzing search behavior, you can uncover the topics that matter most to your audience and create content that answers their queries.
Here’s how to use keyword research effectively:
- Use tools like Google Keyword Planner: This tool allows you to see what terms and phrases people are searching for in relation to your industry. Focus on keywords that have high search volume and are relevant to your business.
- Analyze search intent: Pay attention to why people are searching for certain terms. Are they looking for information, products, or solutions? Understanding the intent behind searches will help you tailor your content to meet their needs.
- Incorporate long-tail keywords: Long-tail keywords, which are more specific phrases, often reveal niche topics or questions your audience is interested in. These can provide inspiration for in-depth blog posts or how-to guides.
Keyword research helps ensure your content is aligned with the questions and problems your audience is actively trying to solve.
Conclusion
Finding out what content your audience needs requires a combination of data analysis, direct engagement, and ongoing research. By leveraging existing data, conducting surveys, interacting with your audience, and keeping an eye on industry trends, you can gain valuable insights into what resonates most with your subscribers.
Understanding your audience’s needs is an ongoing process, but by continuously listening and adjusting your content strategy, you’ll be able to create content that keeps your audience engaged and coming back for more.
You need more information and tips? Contact me or use the freelance services.
