{"id":47588,"date":"2020-04-21T10:18:35","date_gmt":"2020-04-21T14:18:35","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=47588"},"modified":"2021-07-01T11:22:53","modified_gmt":"2021-07-01T15:22:53","slug":"using-surveys-to-circumvent-current-blog-trends","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/using-surveys-to-circumvent-current-blog-trends\/","title":{"rendered":"Using Surveys to Circumvent Current Blog Trends"},"content":{"rendered":"

First, thank you for reading this.\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Hubspot, a forerunner in marketing research and insight, reported recently that <\/span>40% of people say they don\u2019t read blogs<\/span><\/a>. Before you panic and suspend all blogging efforts, here are a few ideas that circumvent these trends and help you stay top-of-mind for your target audience.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

If you read Hubspot\u2019s post, one of their biggest findings is that 60% read blog posts anywhere from once a week to at least daily. Another finding is that many people, when researching their problem or need, don\u2019t realize the content they\u2019re reading is, in fact, a blog post. So some of those 40% who say they don\u2019t read blogs actually do when they research and find what they think are “articles” that offer valuable information.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

One suggestion this Hubspot article offered to circumvent this phenomenon is “Offer original insights and tips.” Not only does original content build your credibility, but it can boost your SEO ranking as well.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

How do you create original content, you ask? Here are a few tips.<\/span><\/p>\n

 <\/p>\n

\"market\u00a0<\/span><\/p>\n

1. Avoid what everyone else says.<\/b><\/h2>\n

Just because you research and find dozens of others conferring on a single recommendation doesn\u2019t mean you need to repeat it. Instead, find a unique angle on the “status quo” and spin it to meet your brand\u2019s needs and mission. If you use others’ statistics to support your angle, make sure you give credit where credit is due. Still, avoid regurgitating what everyone else is proposing.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Another reason to avoid what everyone else is saying is that Google can tell when you\u2019re reiterating. Your post might get “docked” for being too much like posts on other websites. Being original counts, both in your target audience\u2019s mind and in SEO ranking. In fact, according to the Hubspot article,<\/span> original content ranks higher<\/span><\/a> and offers higher quality content for your readers.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

2. Understand your audience to write original content.<\/b><\/h2>\n

How do you know what your audience wants\/needs to read or understand? If you\u2019ve done your marketing research, you have a persona of your perfect customer\/client. This snapshot helps you understand your audience, what\u2019s forefront in their minds, and how to “speak their language” with industry terms and more. The better, and deeper, you understand your audience, the more your blog post will provide them information they need and find helpful.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Knowing your audience inside and out is fundamental to writing original content that speaks directly to their needs, wants, desires, fears, and more.<\/span> Neil Patel<\/span><\/a> has an interesting infographic that talks about “asking your readers” or “interviewing someone” to gather intelligence.<\/span><\/p>\n

 <\/p>\nGreat content responds to customers' interests and needs. So, what are YOU looking for, reader? <\/a><\/span>Click To Tweet<\/a><\/span>\n

\u00a0<\/span><\/p>\n

3. Meet your target audience where they are.<\/b><\/h2>\n

Cull your internal customer data to get insight on where your customers and prospects are at a particular moment in time. The more you understand who you\u2019re talking to, what\u2019s important to them, and their current position or situation, the more you can target your content.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Using your internal customer data helps you target your messages to your target audiences\u2019 needs and desires. Hopefully, you\u2019ve been <\/span>collecting customer data<\/span><\/a> for a while to help you develop a blog or content strategy that speaks to them personally and intimately. And the more you can personalize your messages, the better.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

4. Interview your thought leaders.<\/b><\/h2>\n

You have plenty of insight within your organization, but writing or summarizing might not be your thought leaders\u2019 strong suit. It\u2019s up to you to identify thought leaders and interview them for the golden nuggets that your target audience craves. LinkedIn has an <\/span>interesting series of posts<\/span><\/a> about thought leadership that will help you get more in touch.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Thought leaders might be outside your organization, though. The best way to reach them is to persuade them to take a simple survey and share their original thoughts. Most thought leaders love the chance to share their wisdom with others.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

5. Tell your audience a story.<\/b><\/h2>\n

Another result of surveying your target audience and thought leaders often is the opportunity to cultivate a story that rings true for everyone in your readership. If you want to turn the 40% of non-blog readers into enthusiasts, then tell a story that puts your readers in the main character\u2019s role and shows them succeeding.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

One way to become a powerful storyteller is to constantly survey your target audience for their thoughts, opinions, desires, needs, and fears. Understanding what they\u2019re currently facing helps you craft a story where your readers succeed after using your product or service. But you must construct it authentically to addresses your target audience.<\/span><\/p>\n

 <\/p>\n

\"market\u00a0<\/span><\/p>\n

6. Always survey.<\/b><\/h2>\n

You can\u2019t know how someone is feeling, what they\u2019re fearing, and what they most desire without asking. Today\u2019s <\/span>survey tools<\/span><\/a> automate this process so you can get inside the heads of your target audience, prospects, and others to understand them better. Because once you understand, you can create blog posts, articles, and more that speak directly to them. And the more you personalize your posts, the larger audience you\u2019ll reach.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

A survey helps you answer some tough questions like “who, “what, “where,” “when,” and “how” to better understand the process your target audience is going through and the challenges they\u2019re facing. When times get tough, this insight will help you connect with your audience faster and easier.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Medium<\/span><\/a> has an interesting take on when, how, and why you should survey.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Final thoughts<\/b><\/h2>\n

Gaining insights about your prospects, customers, and more is within your control. The more you survey those in your target audience, the more you\u2019ll understand their current situations, from fears to desires, in order to present original content to capture their attention and meet their needs. And the more original content you put out there, the more your target audience will pay attention.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

When you keep in touch with your prospects and customers through surveys, you\u2019ll reap the benefits when times turn uncertain because you\u2019ll already know what they need and want to read.<\/span><\/p>\n

 <\/p>\n

And, since we practice what we preach…<\/h3>\n

Share your feedback with us in this quick blog feedback survey<\/a>!<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

First, thank you for reading this.\u00a0 \u00a0 Hubspot, a forerunner in marketing research and insight, reported recently that 40% of people say they don\u2019t read blogs. Before you panic and suspend all blogging efforts, here are a few ideas that circumvent these trends and help you stay top-of-mind for your target audience. \u00a0 If you read Hubspot\u2019s post, one of their biggest findings is that 60% read blog posts anywhere from once a week to at least daily. Another finding is that many people, when researching their problem or need, don\u2019t realize the content they\u2019re reading is, in fact, a blog post. So some of those 40% who say they don\u2019t read blogs actually do when they research and find what they think are “articles” that offer valuable information. \u00a0 One suggestion this Hubspot article offered to circumvent this phenomenon is “Offer original insights and tips.” Not only does original content build your credibility, but it can boost your SEO ranking as well. \u00a0 How do you create original content, you ask? Here are a few tips.   \u00a0 1. Avoid what everyone else says. Just because you research and find dozens of others conferring on a single recommendation doesn\u2019t mean you need to repeat it. Instead, find a unique angle on the “status quo” and spin it to meet your brand\u2019s needs and mission. If you use others’ statistics to support your angle, make sure you give credit where credit is due. Still, avoid regurgitating what everyone else is […]<\/p>\n","protected":false},"author":42,"featured_media":5081,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,204,194,6],"tags":[441,374,429,351,273,32],"yoast_head":"\nUsing Surveys to Circumvent Current Blog Trends - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"Why write a blog that someone else already wrote? 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