After having identified some trends and perhaps a couple of interesting topics, there are still other methods less oriented to topics of general interest and more to deciphering what it is that moves the target audience. It's about getting to know your audience better by listening to their opinion, reading their comments, and observing them. For this, several strategies are available:
It seems obvious: first you have to listen to the customer. This is where the customer service department (Customer Relationship Management, CRM) comes into play because it is this department that has direct contact with the customer, channeling all their complaints and demands on a daily basis. All this information is an invaluable input for the company, also when it comes to finding topics for the content strategy and if different formats (tutorials, blog entries, videos) are used to react to their questions and concerns, get added value for the customer. It can also work well to actively ask for proposals for improvement, as well as to probe the opinion of the clientele through surveys, interviews and reviews, generated, for example, in an Email Marketing campaign.
We must not forget the potential clientele, whom we find on social networks. This is the best source for audience opinions. There are a large number of tools that allow you to monitor the different channels and identify the most popular debates and topics. Once you've found relevant topics, don't be afraid to include them in your content plan.
Another strategy is to identify influencers and opinion leaders in your subject area. The so-called influencer marketing is based on collaboration with figures from public life, bloggers or journalists to make them ambassadors for the brand itself. However, before actively integrating influencers into corporate communication, it is also worth examining whether they have published reports on their own products and what can be gleaned from these tests. Can the results be transformed into consistent content? How is the community reacting and how could this reaction be used for its own benefit?