In this post, you’ll learn about some effective ways to discover the content your audience is looking for so you can create that content for them.
Creating healthcare content your audience will want to read is an ongoing challenge. I want to help you solve that challenge by sharing with you 7 different ways you can uncover the content your audience is looking for so you can create that content for them.
Let’s dive in.
1. Look To Your Analytics
The first place you should start is with your analytics. This will tell you what’s working for you, which types of posts resonate with your audience and get the most likes and comments.
Use Google Analytics to track top-performing content on your website, and the native analytics tools of each of the social networks you use to discover the type of posts that get the most engagement (shares, comments, likes, click-through rates, etc.)
2. Ask Your Audience
Go right to your audience and ask them what kind of content they’d like to see from you. You can create quick polls on Facebook, Twitter, and Instagram and post a question such as “What content do you want to see more of?”
3. Find Inspiration On Buzzsumo
I use Buzzsumo to find inspiration by searching which popular content is most shared right now on social media. These are the topics people want to read about so it’s worth brainstorming ideas around this content.
In the example above, I entered “social media marketing” into the search box and discovered the most shared post is one detailing why email marketing is better than social media marketing. This led me to write about 4 Reasons Why Email Marketing Is More Powerful Than Social Media.
4. Ask Questions on Quora
Quora is a question and answer platform where you can either ask a question about your topic or simply do a search using your topic keyword to find what people are asking about that topic. It’s a super place for market research. Make a list of those questions which you feel you could write about.
Yahoo Answers and Reddit are also good places to do market research online
5. Search Keyword Suggestions with Google AdWords
This is a free Google AdWords tool that gives you insight into the volume of monthly searches for a particular keyword, and how much and how much competition there is, based on advertising spend for sponsored links. It also returns suggested terms you could use instead or alongside your original keyword.
6. Use Google Related Searches
Google displays related search results at the bottom of the first page when you type in your Google search query. This is a super-helpful resource as it returns ideas that are relevant to your topic based on user interest and contextual words.
7. Analyze What’s Working For Your Competitors and Industry Peers
Look at the type of content your competitors or industry peers are creating. Identify which content is performing well for them in terms of social shares, comments, likes, etc. Brainstorm around how you can take a piece of content they have created and add your own insight and expertise to make it more even more valuable to your readers.
Recommended Reading: Six Tools To Help You Perform A Competitor Audit
Here’s to your social media success!
Health Care Social Media 