A content survey is a great asset for any marketer. Small and midsize businesses (SMB) may not have access to an in-house marketing team where team members are pumping out content every day. The power of inbound marketing is strong - but it takes time and resources to create powerfully lead-generating content.
The data gathered from a content marketing survey can easily be recreated to help fuel decision making and create quality deliverables on a variety of promotional platforms.
The inbound marketing created from a study like this could be used to create press releases, blog posts, white papers, infographics, and social media content - honestly, the options are endless.
Take for example a recent content marketing research study conducted by our team in partnership with a new social platform. The goal of the content survey was to find out how small and midsize businesses (SMBs) give back to their communities.
Inbound marketing is king - but it takes time and resources to be an industry leader. Learn how to speed up the process by generating lead-generating content through the power of market research.
The objectives of the study included:
- Validating value proposition for the social impact platform
- Securing a group of metrics leveraged for PR materials
- Drive brand visibility to start positioning the social platform as experts in SMB and giving space
The market research targeted SMB decision-makers with specified criteria identified by the client. Screening criteria included small and midsized businesses of a certain industry, number of employees, job titles, responsibilities, and revenue levels.
To address the objectives at-hand, Drive Research recommended using an online content survey to collect feedback from small and midsize business leaders.
The content marketing research was administered on a national level. Respondents were found using vetted email panel databases to respondents fitting the screening criteria.
Online content surveys are a great approach for businesses that are looking for a cost-effective methodology with a quick turn-around time.
The content survey took an average of 8 minutes to complete and included 35 questions. The survey received 403 completed responses.
Fieldwork began on February 17 and lasted until February 28, 2020. The reliability of this data is high.
If this were a true random sample at the 95% confidence interval, the margin of error for these results would be +/-4.9%. This means if the survey was conducted with another 403 respondents the survey results would yield within +4.9% or -4.9% of the totals 95 out of 100 times.
While the comprehensive report remains confidential with the client, the survey results were successful in helping fuel the next steps in marketing, content, and strategy for the social platform.
Here are key objectives answered by the research:
- What are the community giving habits of SMBs?
- How do SMBs track community giving?
- How do SMBs promote community giving?
- What motivates SMBs to give to the community?
The final report included a background and methodology, an executive summary of themes with recommendations, an infographic, respondent persona, and next steps for market research.
The appendix also included a detailed question-by-question breakdown of the results. This is a great resource for blog posts. Each survey question can be turned into a different blog post, speaking to different insights found from your target audience.
Looking for more? Here’s another case study for a content marketing study!
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.
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