Content Creation in a Slump? Here are 5 Ways Qualitative Data Can Help

Content Creation in a Slump Here are 5 Ways Qualitative Data Can Help

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Having our content seen by the target market is the reason why we write it in the first place. If no one enjoys the content created, then what’s the point? Content marketing only works if you get the content in front of your target audience. But this can be a difficult task with the copious amount of content out there.

You’re not alone in trying to make your content stand out.

If you find out that your content marketing isn’t effective, then you’re going to try a new approach.  Many companies simply create more content thinking that something will eventually catch the eye of their audience. But this won’t work.

Adding more content will not work because it’s doesn’t address the real problem of customers.  So, what is the solution to solve this problem?

Finding out who your audience is, what they want to read, and getting that content in front of them.

Easier said than done. But it’s possible with qualitative data. Does that phrase overwhelm you?

You’re not alone!

Qualitative data versus quantitative data


Many marketers don’t want to use the data in developing content process. But qualitative data can save your content marketing campaign.

Qualitative data gives you information about your consumer. It doesn’t just tell you the number of clicks from Facebook to your website, instead qualitative data tells you why your customer behaves in the way they do.

And once you have the reason your target market takes a certain action, your content marketing campaign will improve.

In this blog, I’ll tell you what qualitative data is and discuss ways to access this data. What you really need to know is:

It’s not as hard or overwhelming as you think!

Follow the blog and you’ll be on your way to better content creation. Then we’ll talk about how accessing qualitative data will improve your content marketing campaign. I’ll tell you 5 reasons how your content will be even better.

This blog will help you write content that your audience wants to read and share with their followers.

What is Qualitative Data and Why is it Useful?

Let’s start with the basics. What exactly is qualitative data? This is data that is based on observations, rather than numbers. Quantitative data is numeric-based. Look at the image below.

What is Qualitative Data and how is it useful


The qualitative data is a description: “I drink coffee everyday”. It is not how much coffee or when I drink coffee, simply that I do, in fact, drinks coffee every day.

Qualitative data on the other hand can be counted (i.e.: I drink 4 coffees per day) or measured (i.e.: I drink 80 grams of coffee per day).

But let’s get back to qualitative data. Things that can’t be measured by traditional numbers make up qualitative data.  So, for example:

1.The mood of a person

2. The color of a painting

3. The taste of a cup of coffee

You can’t exactly assign a numeric value to those examples (well that isn’t incredibly biased), so they fall in the realm of qualitative data.

Now, this information is incredibly important for marketers. Let’s say you are a CRM company. You’ll want to know how your customer feels when they use your CRM product. This is an example of qualitative data.

This information about your customer (what they think about your product, the feelings they have when using your product, etc.) is typically included in customer persona.

Customer personas are useful for brands because they tell who the person is, what drives the person, how they make decisions, and, most importantly, how they purchase products.

And many marketers have failed to use this information to drive their content creation process.

Now that you know how important qualitative data is to content creation and marketing campaign, let’s discuss how to access it.

How Do I Access Qualitative Data?

Immediately most people think: Do I have to pay for this data or use a lot of my resources?

Not exactly. Accessing qualitative data can be done through the following ways:

1.Talk to Current Customers: Depending on how you communicate with your customer (via newsletters, social networks, emails etc.) you can ask open ended questions about experience, wants, and suggestions for your brand. This information once collected and distilled will prove hugely helpful in pulling together a customer persona. For this purpose Google Consumer Survey can be used, as it is an easy to use tool to survey your customer base.

Talk to current customers


2. Get on the Phone with your Sales Team: Talking to customers on the phone, or better yet, in person, can really give you a sense of what your customer wants, what motivates them, and how they feel about your product.

Get on phone with the sales team


3. Easy Pop-Up Surveys: At the very least, your company can have a short pop-up survey asking your customer about their experience with your product. If the survey is short, your customer is likely to complete it.

Easy Pop-up Survey


4. Focus Groups: If possible, having a group of your customers meet in person to openly discuss your product will provide valuable insight and a lot of qualitative data.

Focus Group


Depending on your technological abilities and resources, you should be able to amass some information on your current and potential buyers. This will be your own qualitative data collected and you are on your way to a stronger content creation campaign by having this information.

5 Ways Qualitative Data Helps Content Creation

We’ve covered what qualitative data is and how to attain it, so now let’s dive into how it helps in content creation process.

1. Qualitative Data Provides Insights on your Customer’s Content Wants.

Before content creation can begin, it’s important to find out what exactly is your target market so that you can create content for them. Many companies take time to go through number-based analytics to discover what type of content can engage their audience.

However, qualitative data can at times show brands aspects very different about their customers.

Qualitative Data Provides Insights on your Customer’s Content Wants


It’s very easy for companies to make the mistake of creating content on either side of the circles instead of finding that middle ground content.

Qualitative data can help companies figure out so much about the customer – what they want, and more importantly, what they don’t want. After qualitative research shedding light on the consumer, content creation becomes simpler.

2. Qualitative Data Puts You Ahead Of Competition.

Without qualitative data, it becomes sort of a guessing game when creating content for your target market. Your company can make assumptions about what type of content your customer wants to read, but you won’t be 100% sure.

For example, let’s say your company writes a weekly blog of roughly 1000 words. You post the blog on your social networks and you can measure how many people clicked on the blog from the sites and how many people read the post.

That’s great, but do you know if people read the entire post? Do you know how people reacted to the post if they didn’t comment? Did they just read 100 words or all 1000?

Qualitative data can record your target market as they engage on your site – finding out how much of the page they read and recording responses via messages.

Feedback Surveys


So maybe you discover that your aim is only reading the first paragraph of all of your blogs, because they get bored after that. You can then take action to make the second paragraph of the blog more enticing so the viewer keeps reading.

Here’s the real kicker:

Using a qualitative content analysis is not a new concept, but not many companies have implemented this strategy when it comes to content creation.

Your content will be fine-tuned to your consumer, which will give you an edge over your competitor’s content.

Qualitative data gives an advantage in an online world full of content, so it’s important to use it in content development.

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3. Qualitative Data Predicts Trends To Give Your Content A Relevance

Writing about trending topics that relate to your consumer is a key element to any company’s content strategy.  41% of the content marketing challenge is how to produce content that engages the target audience.

How do you do this?

Write about relevant topics.

Remember that qualitative data gives information that is not numerical. It can give information about issues that impact your consumer.

Let’s say for example you’re a marketing company. There are infinite topics you can discuss in your blog: marketing trends, social media how-to’s, predictions, etc.

Qualitative data can narrow down this list by explaining what your readers look for when they go to your website or blog.

What Blog Topics You Thought They Wanted

If your marketing company conducted a focus group or qualitative research, you may find that your readers simply want advice on how to scale their own business. You can then narrow your blog topic list and write better content for your target.

What Blog Topics They Actually Want

This in turn gives your target market a reason to keep coming back to your blog or website, because they know the value of the information they are getting.

4. Qualitative Data Tells the Format to Deliver Your Content

It’s not just that you need to write about relevant topics, brands must keep quality of the content and deliver it in the correct format. According to Kissmetrics, really great content has these qualities:

1.Original & Actionable

2. Provides Answers

3. Accurate & Engaging

All marketers worry about having great content, and so do their bosses:

The main goal of 25% of CEOs is to attract their target market with each piece of information they write or post.

So how can qualitative data keep their content quality high?

Qualitative data can find out what type of content your target market enjoys so you can provide that content for them.

Qualitative Data Tells the Format to Deliver Your Content


Qualitative data can explain which type of format your target market enjoys the most.

Effectiveness Rating


It’s important to present content in the format your target audience most prefers.

5. Qualitative Data Improves the User’s Experience of your Content

Qualitative Data Improves the User's Experience of your Content


Quantitative data gives you numbers such as: 71% of users had a bad experience reading your blog due to design issues. Obviously if this is the case, you need to make some design changes to improve user experience (UX). But what should you change?

Qualitative data can help discover what exactly the reader disliked.

Perhaps the reader did not like the font or color scheme or maybe the reader did not like the layout of the page. All of this information can be revealed through qualitative research.

UX is really important when it comes to customers digesting your content. Even if the content is really good, a reader will click off your page if they are bothered by the design and overall UX.


The content marketing world is becoming more and more competitive, so it’s important to keep up with trends to stay on top. Surprisingly, many brands simply rely on quantitative data to drive their content marketing campaign.

While quantitative data can help in some regards, qualitative data can truly improve your overall content, making your reader excited for each new piece you post.

Improve Your Overall Content


And since your target market has so many choices when it comes to finding content online, it’s important that you keep them happy and coming back to your website.

(Note: Join my Free Newsletter to get my weekly tips on Business Growth, Marketing, Technology and overcoming the challenges faced by me and other fellow entrepreneurs…Join Free Newsletter Now.)


15 Responses

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