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When it comes to content marketing research, there are a lot of tools at your disposal — so many that it can be overwhelming.
From keyword tools and question-and-answer sites to open discussion forums and backlink analyzers, there are tools designed to help you with every step of your content marketing research. All research starts with keywords, so if you haven’t already conducted thorough keyword research for your business, I recommend this as your very first step. This tool can tell you which keywords are searched more than others based on broad, exact or phrase match volumes, depending on your settings. Overall, the Google AdWords Keyword Tool is extremely useful for the optimization part of any content marketing campaign. This next tool is similar to Soovle, but Ubersuggest alphabetizes the results – and that’s a good thing, because the results are plentiful. Ubersuggest allows you to add suggested keywords to your “basket,” which is just a collection of the keywords you have selected. The variety of search results allows you to find a vast amount of information from all over the world in just a few seconds. Bottlenose is a relatively new tool which can be used to highlight trending articles and social commentary based on specific keywords. While Twitter, Facebook and other large social media networks are great for content marketing research, there is so much information available, it can become hard to digest. Similar to Bottlenose, Spezify is also a social search engine – though it is less structured and more visually interesting. This tool creates a tapestry of related tweets, images, music etc.
Question-and-answer sites can be a gold mine. Yahoo Answers is one of the biggest answer sites, getting millions of questions and answers. Wouldn’t we all like to know what questions our customers have about our products and services so we can answer them with our marketing?
The creator of Quora has said the goal is to have each question page be the best available resource for someone who wants to know the answer to any particular question.
These group discussions can give insight into industry communities that may not be found elsewhere. A Google discussion search usually brings results from question-and-answer sites, review sites and more. The SEOmoz tool Open Site Explorer pulls the back link profile of websites, making it tremendously useful for content marketing research.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Arnie Kuenn is the CEO of Vertical Measures, a content marketing agency with an SEO foundation, focused on helping their clients get more traffic, more leads, and more business. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23.
Marketing research can be specified as the main tool to impact consumer behaviour in order to increase the levels of consumer loyalty and achieve long-term growth of the businesses.


The sixth stage in marketing research process involves selection and implementation of a strategy. It has to be noted that marketing research process described above is merely a general guidance and certain stages can be skipped or additional stages added according to the nature of aims and objectives of the marketing research.
Remember, this is an idea generation strategy, so try them all, pick a few favorites and make this a part your continuous content research and planning. The Google AdWords: Keyword Tool is one of the best free keyword tools available to marketers.
All you need to do is enter a keyword phrase and Soovle will display keyword suggestions from up to 15 different websites. You also have the ability to save searches, making it easy to see how keywords have performed over time.  This tool provides a different keyword research perspective compared to the Google AdWords tool.
Using Ubersuggest is easy: type a term in the search box, choose a language, choose where you would like your results from (the Web overall, or certain verticals like shopping or news) and click suggest. You are then able to export your basket as a text file or copy and paste it, so you may do further research. Just enter a search term and the Topix engine will produce results that include news articles, forums, question-and-answer sites and blog posts that relate to your keyword. If you’re looking for geo-specific results, Topix allows you to set a location to get local results, making this idea engine a content marketing research hotspot for local, national and global businesses. Bottlenose allows you to view social media information in a way that is more easily digestible. The way it works is pretty simple: people submit questions and the Yahoo Answers community answers them.
Though Quora is only a few years old, this site is rapidly growing and the average caliber of answers is quite high.
By perusing these industry groups, you can see frequently asked questions, spot industry trends and identify sentiment towards products or services. By browsing these results, you can gain insight into consumers’ thoughts, experiences and questions with products or services, making Google discussion search a valuable content marketing research tool.  While you are there, you just might want to participate in the discussions!
By using the “Top Pages” tab and browsing a competitor’s back links, you can see where they have been successful in content marketing.
Range of marketing research problems related to consumer behaviour may include but not limited to assessment of impacts of prices changes or re-branding initiatives on consumer attitudes, establishing the levels of brand value amongst target customer segment etc. Relevant data available in government publications, statistical information, as well as, findings of previously published marketing research papers can be utilised in an extensive manner during this stage. The majority of marketing researches are facilitated through primary data collection and analysis. Data analysis can be qualitative, quantitative or integrated according to the nature of problems being researched. Specifically, alternative set of recommendations or inter-related recommendations can be offered to senior level management on the basis of primary data analysis.
In most cases internal or external members of team responsible for conducting marketing research do not engage in implementation of recommendations in practical levels.


Importance of this stage is significant in a way that unless closely monitored, formulated strategies may not be implemented in an appropriate manner with resulting loss of potential benefits associated with positive impacts on consumer behaviour.
Moreover, it is important to stress that highly dynamic nature of consumer behaviour requires marketing researches to be conducted in a regular manner. This tool is tied directly into Google AdWords, and it uses approximate search frequency from Google (read: don’t rely too heavily on this search frequency data). Additional data includes local search trends and location and languages for international research. You are able to customize which sites are included, which can be useful depending on your niche. The tool takes your base search term, adds a letter or a number after it and brings back alphabetical keyword suggestions. Also, the range of sites Spezify searches is across all industries and verticals, which makes it useful for a variety of different projects. When someone submits a question, the person has to categorize it by topic, which makes it easy to find and easy to answer. Users that accrue points have proven to be reputable and are granted certain privileges, such as the ability to ask, answer, vote, and rate more often.
The questions and answers on Quora are reviewed, edited, flagged (useful or not) and organized by users.
This site is a great resource for finding out what type of content could be useful to customers by learning what industry questions are frequently asked. As LinkedIn requires a LinkedIn account login for participation, discussions are full of high-quality content, as people are held accountable for their contributions.
You must produce quality content that positions your brand as the expert in your industry – the company to trust – so consumers will choose you over your competition. The most popular methods of primary data collection for marketing research include surveys, focus groups, interviews, storytelling, experiments and observations. Adoption and maintenance of an objective approach plays important role at this particular stage of marketing research process. Therefore, it is important for marketing research report to integrate information about the ways of implementation in a detailed manner. For example, Amazon and eBay are choices, so if you are in the ecommerce business, these choices make more sense for your research. The answers to these questions can provide a look into your competitor’s content marketing strategy, allowing you to fill in the gaps or piggy back off of what they have started. And believe me, if they are being asked in person, people are searching online for those answers, too.
Moreover, marketing research can also be conducted with application of conjoint analysis, purchase panels, database marketing and netnography.



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