Content Marketing Research: Your Guide to Smarter Content Creation

Published: 18 Aug 2025

What Is Content Marketing Research?

Let’s start with something simple: How do you know what kind of content your audience wants to read or watch? This is where content marketing research comes in. It is all about the audience, what they are interested in, what is trending, what your competitors are doing, and what is behind the creation of successful content. In short, it will help you understand what works before you create it.

Consider it this way: you wouldn’t prepare someone’s meal without checking what ingredients you have, or what your guests like.

What Is Content Marketing Research?
Why Is Content Marketing Research Important?
Key Components of Content Research
- Audience Research
- Competitor Analysis
- Keyword & Topic Discovery
- Content Performance Review
Types of Content Marketing Research
- Quantitative Research
- Qualitative Research
- SEO Research
- Competitor Research
- B2B vs B2C Research
How to Do Content Research Effectively
- Define Your Audience
- Set Clear Goals
- Use the Right Tools
- Analyze Existing Content
- Identify Gaps and Opportunities
- Create a Content Plan
How to Choose the Right Topics
Real Insights from B2B Content Marketing
Industry-Based Content Research Tips
Common Challenges and How to Overcome Them
Final Thoughts: Build a Research-First Content Strategy

Why content marketing research is crucial

In the online world today, creating content without research is like yelling in a crowded room without knowing who’s listening. Sometimes you might be lucky, but most of the time you might not be heard.

Content research brings focus. It helps you learn:

1) What is your audience looking for

2) What problems do they want to solve

3) What type of content is producing results in your niche

Examples: Let’s say that you have a small fitness business, and you think that general workout tips are helpful. But when you research, you discover your audience is looking for “quick home workouts for busy moms.” Now you have a pathway and a better opportunity to connect.

When you base your content on research, you can:

1) Create meaningful content to support your audience

2) Compete against competitors

3) Increase your SEO

4) Save time and effort, knowing your focus is on what works

Components of Content Research

Here are the three primary components of successful content marketing research:

1. Audience Research

Allow yourself to learn about our audience. What’s their most significant worry? What are they interested in? Use tools like Google Analytics, social media, surveys, or places like SparkToro to steal some data.

2. Competitor Research

Check what type of content your competitors are publishing.

. Which topics are popular? Which formats are doing well? Tools like BuzzSumo and Ahrefs track what is working for them–and how you can outrank them.

3. Keyword & Topic discovery

Look at what people are searching for. Use Google Trends, SEMrush, or AnswerThePublic to see what types of questions and keywords your audience is typing into search as well.

4. Content Performance Review

Review your content. What’s bringing traffic? What’s not? Utilize information from Google Analytics, Search Console, or heatmaps (like Hotjar) to see where to go next.

Types of Content Marketing Research

Not all research looks the same. Here are some useful types:

Quantitative Research

This is the numbers game—page views, click-through rates, conversions, shares. It tells you what’s working on the surface.

Qualitative Research

This goes deeper. Through surveys, interviews, reviews, or comments, you learn why people respond a certain way.

SEO Research

Focused on discovering keywords, search volume, and content gaps—so your content can rank higher.

Competitor Research

Analyze what your competitors are doing right and wrong.

See where they fall short and find your opportunities.

B2B vs. B2C Research

B2B content needs to be more logical and fact-based.

When it comes to B2C, content tends to perform better when it is emotional and simple.

You can design your strategy to fit the buying journey.

How to Conduct Effective Content Research

Now let’s begin with the basic process:

Step 1: Know WHO you’re talking to

When you say WHO, you are talking to be specific.

. Create a simple profile: age, needs, goals, interests, problems.

Step 2: Set Goals

Determine your purpose for creating content.

More traffic? More leads? More social shares? Your research should match these goals.

Step 3: Identify Helpful Tools

So, here are a few tools to get you going:

Google Trends: What’s trending right now?

SEMrush / Ahrefs: Look up keyword and competitor data

BuzzSumo: Find out what content is getting shared

Quora / Reddit: Find out what people are asking

Step 4: Look at Your Existing Content

Look back at your past content. What kind of content has been effective, and what hasn’t?

Use tools like Google Analytics or Hotjar to find out.

Step 5: Identify Gaps and Opportunities

Any unanswered questions? Any holes that could be filled?

questions? Is there a topic you can dive deeper into or provide a different format?

Step 6: Create a Content Plan

Take what you know and map out a plan that is easy to implement

Choose your topics, your formats, your platforms – and when you will publish.

How to choose your topics

Choosing the right topics can help make or break your strategy.

Here’s how to nail it:

Start by identifying your audience’s biggest problems

Use keyword tools to find out what they’re searching for

Browse forums or comment sections to see what people care about

Keep an eye on what your competitors are doing—but don’t copy, improve on it

Example: A small blog about personal finance discovered its readers kept asking about budgeting for freelancers. Instead of posting general finance advice, they built a whole series around that one niche topic—and saw traffic double.

Real Insights from B2B Content Marketing

Here are some important notes from top-performing marketers if you are creating for B2B audiences.

Deliver real value: Don’t post irrelevant content simply to post. Help solve your users’ actual problems.

Use statistics: Include statistics or data, studies, and expert quotes to back up your content.

Use case studies: Show how other individuals used your product or service to solve their problems.

Teach first and sell later: Focus on teaching your audience.

The trust you build will lead to conversions.

Industry-Based Content Research Tips

Each industry has its quirks. Here’s how to adapt your research:

Healthcare: Stay true to verified data. Prioritize trust, empathy, and communication.

Tech: Simplify complex concepts into straightforward language. Employ maximum visuals if applicable.

Education: Use storytelling via success stories, and keep your tone helpful and human.

E-commerce: Consider purchase behavior, trends, and seasonal changes. Your visuals work great here.

Common Obstacles and How to Get Around Them

Too Much Information?

Don’t let it spiral out of control. Focus on the information that is going to further your overarching goals.

No Time or Team?

Start small. Research one new topic each week. Use free tools to save time.

Difficult to Keep Current with Trends?

Set alerts on Google Trends, keep up on important industry blogs, and do an audio or video content check-in monthly.

No Support from Your Team?

Prove the value of research. Present data that shows how researched content performs better.

In Summary: Create a Research-First Content Strategy

Creating content without researching is like guessing what someone wants without asking them. If you use research, you know exactly what you want to say, how you want to say it, and who you are saying it to.

It is important to begin small, be consistent, and lastly, focus on the needs of your audience.

Because content marketing is not just about hitting “publish” it is about your audience.

Content Marketing Research: Your Guide to Smarter Content Creation

What Is Content Marketing Research?

Table of Contents

Why content marketing research is crucial

Components of Content Research

Types of Content Marketing Research

How to Conduct Effective Content Research

Real Insights from B2B Content Marketing

Industry-Based Content Research Tips

In Summary: Create a Research-First Content Strategy