4 Steps to Doing Content Research

Content research is a process of identifying the needs and wants of your target audience, and then creating content that meets those needs.

3 min readApr 22, 2022


Useful content should be at the core of your marketing. Traditional marketing is becoming less and less effective by the minute; as a forward-thinking marketer, you know there has to be a better way. This post will guide you through the Content research strategy planning process and will teach you how to create the most effective kinds of content to engage your target audience.

Two colleagues discussing content strategy in front of a whiteboard.
@kaleidico — Unsplash

1. Target audience

The first step in any content research strategy is to identify your target audience. Once you know who you’re trying to reach, you can begin to create content that will resonate with them. To do this effectively, it’s important to understand what kinds of content they consume and what they’re interested in. One way to get this information is to conduct market research. This can be done through surveys, focus groups, or even just casual conversations with your target audience. Once you have a good understanding of their needs and wants, you can begin creating content that meets those needs.

2. Type of content

Research what kind of content is most effective for engaging your target audience. Some of the most effective content for engaging target audiences includes stories, humor, emotion, and images. This content is effective because it is relatable and creates an emotional connection with the audience. Additionally, this type of content is easy to consume and share, which helps to increase its reach.

3. How and who do we serve?

Create content that meets those needs and wants. Assuming you want tips on how to improve your blog content. Keep your audience in mind. Who are you writing for? What do they want to read? Write catchy headlines. A good headline will make readers want to click through to your post. Make sure your posts are well-written and free of errors. Nothing turns off a reader more than bad grammar or spelling mistakes. Use images, infographics, and videos to break up your text and add visual interest. Use helpful formatting techniques, like bullet points and subheadings, to make your posts easy to scan and digest. Link to other relevant articles and blog posts, both on your own site and on other people’s sites. This will help keep readers engaged and coming back for more.

4. Audit

Take a content audit Once you know who you’re talking to and what they want, it’s time to take stock of your existing content. A content audit will help you determine which pieces are working and which need to be scrapped or updated. The process is simple: Make a list of all the content on your site (blog posts, infographics, ebooks etc.). Next to each piece of content, note down its topic and target audience. For each piece of content, identify what sort of action you want the reader to take (subscribe to your newsletter? buy something?).

It’s also important to keep in mind that your target audience may change over time. As their needs and interests evolve, so should your content. Regularly revisiting your market research will help ensure that your content strategy is always on point.

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