The Importance of Research
Skyword contributor Christine Warner writes that “original research for content marketing takes the guesswork out of audience development.” A recent survey of marketers by the Content Marketing Institute shows that 81 percent are looking to create content that builds loyalty. Personalization is key to building loyalty, and audience research provides the most effective personalization. With member loyalty such a big concern in the association world, Warner urges trade groups to embrace audience research as a long-term investment.
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.