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Do you have trouble figuring out what your audience wants to read about?

We all know that we should be sharing content that our audience wants to learn from, but how do you exactly figure out what that is?

Whether you’re a seasoned business owner or you’re just getting started, we have tips for you so you can be confident you’re sharing content that will be a smash hit with the audience you’re trying to attract.

We’re also sharing our own experience figuring out what our audience wants to read.

Our process has changed throughout the years, so you’ll definitely want to give it a read!

How To Figure Out What Your Audience Wants To Read

For the seasoned business owner

1 | Dive into your Google Analytics

Google Analytics is an obvious answer to figuring out what your audience wants to read, but so many people don’t utilize it to its fullest potential.

You can learn a lot about your audience from your Google Analytics. Things like:

  • Your most popular content
  • Age/gender/location of your audience
  • Where people exit your site
  • How engaged they are
  • What devices they are using
  • Your site referrals
  • Search terms they’re using
  • What pages convert the highest/lowest

…and a whole lot more. This data gives you a starting point for what your audience is looking for, where they’re coming from, and their demographics. You can then use this information to help you further investigate your target audience.

When we looked at our Google Analytics, we found out one of our most popular posts from this year was how to identify fonts on the web. That post was written in 2012, so crazy!

Related post: How To Be Confident That Your Product Is Going To Sell

2 | Ask!

You never know until you ask what your audience wants to read! Business owners are often too scared to ask for something, but you are working to serve your audience, right? So you need to actually talk to them to find out what it is that they want!

Here are a few ways you can ask your audience:

Use any one of these or a combination! The point is to get over the fear and just ask!

You never know until you ask what your audience wants to read! Here are a few ways you can ask your audience.

3 | Look at your newsletter analytics

Your audience can tell you information without you even having to ask them. How is that possible, you may ask?

Your newsletter analytics.

The links that people are clicking on in your email newsletter are little nuggets of data that can quickly tell you what content resonates and what doesn’t.

Obviously, if someone is clicking on a link, they’re intrigued to learn more. If you see that one piece of content is super popular, while another has barely any clicks, you can start to see what your audience wants to read more about.

Look back over the past 6 or so months of your email newsletters and see which links people are clicking on. You might see a trend!

Psst-Wanna sign up for our newsletter? You can do so right here!

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For the beginner business owner

1 | Keyword research

Maybe you’re just getting started as a business owner and you don’t have a big enough audience to get data from yet.

No worries, we got you covered #girlboss!

You can definitely do some research to find out what your ideal audience wants to read. One way to get started is keyword research.

There are about a million ways to do keyword research, but we’ll list out only a few so you don’t get too overwhelmed 😉

  • Google Trends: Google Trends allows you to see what’s being searched the most on the web. You can search by category, country, and what’s trending now. It can be super insightful and helpful to see what’s trending in your industry!
  • Google Adwords Keyword Planner: This tool is meant to be used to do research for doing paid ads on Google search, but you can use it for free! You can look at the keywords that are relevant to your business and see how popular they are in search.
  • Moz Keyword Explorer: This tool allows for 20 search queries a month for free and you can see what the click thru rate is of your keywords as well as other keyword suggestions.

This beginner’s guide to SEO and keyword research by Moz is a great place to get started if you’re new to keyword research.

You can definitely do some research to find out what your ideal audience wants to read. One way to get started is keyword research.

2 | Listen to podcasts

Who else here is a podcast fan?!

I love listening and learning from podcasts. Podcasts are a great way to educate yourself on new topics, but it’s also a great research tool.

A lot of podcasts have a Q&A section, or they do Q&A-specific episodes (Amy Porterfield’s podcast episodes are ones that come to mind!).

Real people are asking those questions. If you specialize in any of the topics that are being asked about in podcast episodes, that tells you that people want to learn more about that topic.

And if that’s your specialty, then you should be sharing content about that topic. Get the idea?

Related post: How to Grow Your Audience With a Podcast

3 | Search on YouTube

YouTube is a search engine, just like Google and Pinterest. The topics that people are searching for on YouTube are obviously topics that people want to learn more about.

Type in your keywords into YouTube and see what types of videos pop up. You’ll start to see other topics people are watching videos about. This will help you figure out what your audience wants to watch on YouTube.

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Our experience

When we were first starting our business, we didn’t have any sort of content marketing plan 😱. We were definitely just throwing things on the wall and hoping something would stick. I definitely regret that we didn’t have any sort of plan when we started so please learn from our mistakes!

Now, we do a combination of surveying our audience regularly (about twice a year) and consistently looking at our Google analytics. We want to get better about looking back at our newsletter analytics since that can tell you a lot of info!

Related Post: Learn How We Plan Our Editorial Calendar (+ Tips On How To Plan Yours Too!)

Final Thoughts

Figuring out what your audience wants doesn’t have to be an uphill battle. No matter what stage of business you’re in, it’s important to keep a pulse on what it is that your audience wants to learn about. Things can change quickly in online business, so routinely doing some of these practices is key to success!

We’d love to know if you have any additional tips on doing audience research. Head to our Facebook post and join the conversation!

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