How Market Research Can Improve Your Content Strategy in 2021

As we enter a new year, what goals can we set forth to improve our businesses and reach new territory?

I’m guessing because you stumbled across this post, creating an effective content strategy is part of your 2021 objectives. 

You are not alone. As an industry, content marketing is pushing toward a worth of over $400 billion from both the investment and confidence organizations have put into content.

With this growing market, your business cannot afford to be left behind. 

Have you considered market research? Watch this video to learn the benefits of using market research to effectively improve your content strategy.

The Importance of a Data-Driven Marketing Strategy

Original research in content marketing is the process of re-purposing data and feedback from market research surveys for content purposes.

Market research findings can be used in marketing deliverables such as:

  • Blog posts
  • Whitepapers
  • Competitor compare cards
  • Webinars
  • Social media shares
  • Press releases

The list really could go on and on.

Now more than ever, a data-driven marketing strategy is critical for organizations everywhere.

Whether it be to test ad concepts or to generate headlines, market research can help brands maximize their marketing and advertising ROI.

Don't just take our word for it. Here are a few statistics that back up our claims.

  • Two out of three marketers agree data-based decisions are more effective than gut instincts. (Adverity)
  • 64 percent of marketing professionals said that data-driven strategies are vital in today’s economy. The top usages included:
  • Campaigns that utilize data-driven personalization earn 5x to 8x ROI for their campaign spend. 

With that being said, 57 percent of marketers are incorrectly interpreting data. This means they are taking action with inaccurate information.

This can explain the frustration brands see when they keep getting little to no return from their efforts.

Research-driven content can be the powerhouse of all content marketing for your organization in 2021.

Here is how a third-party market research company can help.

1. Carry the Grunt Work

An issue for many organizations whether they have an in-house marketing team or not is lacking the time and resources to create personalized content.

Content personalization involves gathering, reviewing, and analyzing data about your target audience to create content that best aligns with their needs or interests.

By adding an element of original research within your 2021 content strategy, businesses can effortlessly produce an extremely personal experience in their marketing efforts.

Research-driven content allows organizations to speak specifically to visitors at their exact level of brand awareness (high or low). 

While this sounds and is ideal, it is not always easy for content marketers to set aside time to design, implement, and analyze survey data – where a third-party original research company lives, breathes, and sleeps data. 

For a small cost, a content marketing research company like Drive Research can carry out as much or as little of a content survey as is needed by your organization. 

Created a content survey, but don’t know how to find respondents? Ask Drive Research. Not sure where to even begin? Ask Drive Research

2. Already Written Content 

With any market research study implemented by a third-party, a key deliverable for clients is the market research report.

However, the major difference with a content survey study is the results are meant to be shared.

Many times organizations seeking help from a market research firm is because they are looking for evidence and data to help solve their business challenges or objectives. 

These business goals often range from an increase in new customers, improving employee retention, understanding target market awareness, measuring customer satisfaction, etc.

Of course, market research can help with all of these objectives (more on that, here). But, the results from the studies are only shared with the client and their team.

Original research on the other hand is built on the basis of creating shareable content to gain fresh eyes and leads for your organization.

In fact, original research can help with increasing new customers and improving brand awareness. 

With a market research report delivered by a content marketing research company, a lot of the material for your 2021 content strategy is already written for you.

Realistically, all it takes on your end is a little reformatting and rebranding.

In little to no time, your organization now has loads of content in your marketing arsenal. This can be recreated into blog posts, infographics, website copy, sales material, and more!

3. Honorable Data

Perhaps your organization has the resources to implement a content survey and is knowledgeable enough to analyze the data in a way that is beneficial for your 2021 content strategy.

There is still one major outlier to be wary of if performing DIY market research.

If conducting research in-house, especially research that is meant to be shared, readers can be skeptical to trust the results. 

For example, a financial institution conducts a content survey asking the general population questions about their current banking provider.

The bank or credit union then takes the results from the content survey to publish a competitor compare card showcasing how their financial intuition outranked all of their competitors with factors such as customer satisfaction, pricing, and knowledge of services. 

Even if the results were accurate, it is hard for people to believe this wasn’t a made-up study. It comes off as though the financial institution is self-proclaiming they are the best to attract customers. 

Original research conducted by a third-party however, verifies that the results were not fudged, skewed, or misrepresented to benefit the sponsor of the study.

It is critical to produce research-driven content your target audience can 100% trust.

This better positions your organization as a thought leader and trusted partner in your industry by providing honest and reliable data. 

Contact Drive Research

Drive Research is a market research company that specializes in research-based content and research-driven content insights. We work closely with organizations that are looking to use market research to drive content strategies.

Questions about how we can help? Want to talk about a project?

Contact us below:

  1. Message us on our website
  2. Email us at
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

emily carroll about the author

Emily Carroll

A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Marketing Coordinator. She has earned certificates for both Google Analytics and Google AdWords.

Learn more about Emily, here.

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