A common struggle for marketers is thinking of new and creative ways to promote their brand, product, or services with content. Content marketers are tasked with writing appealing sales material, SEO focused website content, thought leadership blog posts, actionable emails – the list goes on and on.
The challenge with creating so much valuable content is eventually marketers run out of things to say, or how to position their material in a way that has not been done before. Enter every content marketer's worst nightmare: writer’s block.
How can content marketers defeat writer’s block? With a simple content survey.
Content marketing research or creating content driven by data is a unique strategy for brands to write fresh content with customer or non-customer feedback.
Through a simple content survey, marketers are presented with an arsenal of data nuggets to be reformatted into website copy, blog posts, press releases, sales material, infographics, competitor compare cards, and more.
Drive Research, a content marketing research company, recently completed a content survey with Irwin Naturals and LaraPR. This case study will walk you through the process for conducting original research and it’s deliverables.
Why Use Original Research?
Irwin Naturals and LaraPR partnered with Drive Research on a content marketing research project. Irwin Naturals delivers formulated “best-in-class” supplements to address a wide spectrum of health needs in a highly competitive space.
Irwin Naturals promises its customers with the best quality supplements, affordable prices, a healthier mind and body. While this mission statement may be true, Irwin Naturals understands many of their competitors are advertising with similar messaging and guarantees.
How can we stand out against our competitors who promise the same quality of products and services?
There are many market research studies organizations can use to beat out competitors – one of these methods being original research. For this content marketing research project, Drive Research wanted to emphasize how cost-effective Irwin Naturals products were in comparison to competitors who promise, “the best price.”
For reference, a bottle of 15 mg. CBD soft-gels (60-count) from Irwin Naturals costs $32.99, or 3.7 cents per mg. If a customer takes 1200mg of CBD per month, they could save over $1,000 per year by purchasing Irwin Naturals soft-gels instead of buying the same bottle from a leading CBD competitor (Source: Business Wire).
This nugget of information is a great marketing message to attract new customers – but how many ways can they reword this? What other ways can Irwin Naturals present this information to the masses? Cue: content marketing research.
Content Marketing Research Process
Irwin Naturals and LaraPR sought out our third-party original research company to field a content survey. The survey was used to help aid a press release being sent in December that spoke to New Year’s resolutions – in particular, saving money. The press release also promoted a free 10mg bottle of CBD oil from Irwin Naturals.
The content survey asked one simple question: “If you had an extra $1,000, how would you spend it?”
The content marketing research study was executed through an online survey with our national in-house panel. The content survey collected 1,000 responses. The responses were statistically reliable +/- 3% and representative of the general adult population in the U.S.
After fieldwork closed, Drive Research performed data and quality checks to verify all responses were valid and there were no duplicate responses. Our content marketing research agency delivered statistically reliable results for Irwin Naturals to include in their press release to be shared with various media outlets.
Results of the Content Marketing Research Study
As referenced above, Irwin Naturals utilized the results from a content survey in a press release. However, the opportunity to share these results does not have to end here. One content survey does not equal one blog post.
In fact, the results from each survey question can and should be created into a series of blog posts. Get creative and think about how you can use this data to position your company as a thought leader in your industry.
Note: A content survey can, and typically is longer than one question.
The length of a content survey depends on a number of factors such as the objective and goals of the research.
For example, a hospital needs fresh and updated copy for their new website. A content marketing research company, like Drive Research, will write and field a survey asking their target audience questions like:
- What factors influence your decision for choosing a healthcare provider?
- On a scale of 1 to 10, how satisfied are you with your current healthcare provider?
- Why or why are you not satisfied with your current healthcare provider?
- What would cause you to switch to a new healthcare provider?
The answers from this content survey can feed into the hospital’s website content. Say a large majority of respondents say "the level of care" is the most influential factor when choosing a hospital. The homepage of the hospital’s website should speak to its high-quality level of care in big, bold text. It would also be smart to include patient testimonials on the homepage.
The hospital can now rely on data and evidence to determine major marketing decisions. No more guesswork or assuming this is what patients are attracted to.
Example of an Infographic with Original Research
Our content marketing research company used the results from our study with Irwin Naturals to create an infographic of our own. Check it out below!
Drive Research is a market research company who specializes in research-based content and research-driven content insights. We work closely with organizations who are looking to use market research to drive content strategies.
Questions about how we can help? Want to talk about a project? Reach out through any of the four ways below.