3. Segmenting Your Audience
Most businesses need three or fewer buyer personas. But you’re dealing with a complicated customer base.
Audience segments help you better understand those people.
Segments are traditionally used in email marketing. And email is an important part of content marketing. But segmentation is useful beyond your email campaigns.
Look back at Brennan Dunn’s email above. He asked his audience what their biggest problems were.
He might use that to inform his knowledge of who he’s writing to. But he could also be using it to create distinct groups that he can send different email series to.
You can segment other types of content, too. Neil Patel gives some great examples in his article on dynamic content.
Segmenting your users based on survey data might help you serve better pop-ups, lead magnets, or call-to-action buttons. With the right tools, you can turn your survey data into a powerful source of dynamic content generation.
Even if you start with something small, like creating a second email list, you’ll see returns right away.
4. Collecting Information for Unique Data
Few things attract more links and social shares than unique data. Sites like the Content Marketing Institute have used original research to build their authority and create a very strong brand:
Source: Content Marketing Institute
In many cases, their research reports are based on survey results. They have a large list of subscribers and a great social presence, so when they send out a survey, they get a lot of data.
No matter how many subscribers you have, you can use surveys for the same purpose. Reach out to your email list, your social followers, your professional contacts, and anyone else who might have insight into a particular issue.
Once you’ve collected responses with your survey tool, you can analyze and present it. Even if it’s not a huge amount of data, the main selling point is that it’s unique—no one else has come up with those same insights.
And, as Michele Linn points out in “How to Plan a Year’s Worth of Content With One Original Research Survey”, you can get a lot out of a single online survey.
You can create articles, downloadable PDFs, SlideShare presentations, videos, and all sorts of other content from that data. A full year of content is no joke.
It takes a lot of work to design and administer a survey that gives you enough information for that level of content. But even if you start small, you’ll still have unique data.