The perpetual question of content creation: what do your customers want?
If you're not asking yourself that, then you may risk being swirling down the crap funnel.
However, even those who are asking it still struggle with how to answer it. They know their product inside out. They've drafted Sally and Billy's picturesque consumer profiles. They've scrolled through their followers (albeit casually).
Folks - this isn't child's play. This is real life. Sally and Billy are in no way representative enough of every potential consumer and your opportunities to reach new audiences aren't solely floating around in the social sphere.
According to the Content Marketing Institute, there are 3 ways to research consumers:
1. Analyze your website visitors.
2. Actually ask your customers what they want (seriously).
3. Sift through all the chatter.
Read on for all the specifics.