How Survey Research Makes Authoritative Content Stand Out
May 10, 2017
Anyone can have an opinion. But not all opinions (or online content) are equal. For instance, an expert’s experience on a given topic can be pretty interesting. It’s even more intriguing if her opinion is from a truly unique perspective — but that’s rare. In fact, most online content is simply repurposed material from other sources. And most opinions are just informed guesses from people with varying degrees of authority.
So how do you make your content (or opinion) stand out from all of the other pontificators out there? What can you do to add heft to your viewpoint? You can use existing reports, big data, etc. to research the topic but that can be time consuming. Worse yet, the sources you find may or may not fit the subject at hand.
Why Is Survey Research Important
Surveys can be just the tool you need to help your content stand out, and deliver a unique value to your audience. They let you:
• Ask questions that directly relate to your topic
• Get hard numbers to support your opinion
• Hear from the “voice of the customer”
• Uncover trends.
Better still, because your survey is unique, the content pulled from it is more likely to attract shares, likes, comments and ultimately increase the overall reach of your post.
How to Make a Survey Questionnaire
• Try starting with a free online survey builder, like SurveyMonkey.
• Carefully word your questions to insure they are neutral and don’t lead participants to certain answers
• Make sure every question is necessary so keep it short and simple
• Start out with a hypothesis, but be open to new insights from responses
• Use response scales whenever possible
• And remember to test drive your surveys before sending them out
If you want to leverage an existing database or reach a more select audience, it may be wise to go with an outside survey firm.
Our survey discovered some unexpected things. For example, it turns out people prefer to read longer content in a print format rather than online. This surprised us a bit. Our assumption was that people preferred the convenience of online for everything. We used that tantalizing tidbit on social media to draw readers into the full inforgraphic on our blog.
Have you used surveys to bolster your content? If so, we’d like to hear what you found out that surprised you. Get in touch!