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Content Marketing Blog

Beyond the Numbers – Using Qualitative Data for Better Content

Tips to Improve Your Web Content with Qualitative Information
With such an influx of digital touchpoints for consumers today, a marketing professional would be hard-pressed to have missed the memo: data is important!

Numbers don’t always tell the whole story, though. That’s why it is important not to focus exclusively on quantitative data sources. Instead, combine qualitative feedback to strengthen your online content marketing initiatives and get a stronger understanding of what your online audience wants.

Looking to improve your digital content and meet your customers’ needs? Use these three qualitative methods to learn more about your audience and continue to improve your marketing content:

  1. Usability Testing: Usability testing is one of the most important ways you can improve your content and digital channels. People want great content but if it’s buried behind an unattractive, confusing or ineffective interface, they won’t bother. With usability testing, you’ll be able to better understand what frustrates your users. It will make it easier to identify where and how you can improve your online channels and help people find the information they are looking for. Not sure how to build audience engagement? Download our mini e-book: “Maximizing Audience Engagement” – click on the image in this link.  
  2. In-the-Field Interviews: In-the-field interviews allow you to reach people and speak to them in an environment they are comfortable in, such as their home or workplace. These conversations will help you get a more practical, informal and honest understanding of the challenges they face and how you can help resolve them. Seeing where your products, services or digital touchpoints intersect with their day-to-day life will enable you to develop content that serves them.
  3. Direct Feedback: Providing people with an opportunity to contact you and offer their thoughts, feelings or desires is a great way to learn more about your customers’ needs. A simple ‘contact us’ feedback form on your website can help you get valuable insight into your customers and increase the accessibility of your company.

Want to improve your digital content today? If you need SEO copywriting, help with marketing copy for your business or need more digital content, the team at MintCopy is at your service. We can help you give your customers what they are looking for online. Give us a call at 888-646-8003 or send us an email.

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