How to find out what your audience wants to read on your site (and gather ideas for new posts)

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Every blog that uses the Content Marketing as a strategy have a common mission: to deliver value to your audience. In other words, one must be summarily aware of two situations: what she needs and what she seeks.

On the first case, it is important to remember that not always the readers know what they really need. This is where the creativity and ability of the Content Marketing professional has to see the visitor’s pain before he even know of its existence.

However, in this post we will talk about the other possibility, to identify what your audience is consciously seeking. We are not talking about the person who does not know your website and find in search engines, but the person who already knows and who already visit frequently.


For this to happen, it is necessary that your site is already active, has already built a returnable audience and has an authority. It is stressing when your visitor has read his blog, liked him, but missed some issues. If this is your case, follow the suggestions that we show below:

1 – Inside Search

Your website has a built-in search field to our users to do this research? If not, put an already!

This is a key element to your website. This is where users have the opportunity to research further issues that they think they can find on the blog.

With this search box, you can take advantage in two situations:

  • Retain the user on your site: If the visitor enjoy the site, can he use the search field to do extra research, and consequently spend more time on the site;
  • Have an insight into what users seek: It is useful to know what they are looking for and especially what they are not finding. If you identify that there is a high volume of research on a particular topic, consider writing a post about it.

But how to know what users are seeking on internal research?

Open Google Analytics and in the “Behavior” tab on the left sidebar, click “Inside Search”. By doing this you can see the keywords that are searched.

In addition, you have access to other data such as the total number of searches performed, how long visitors stayed on the site after a search, among others.

2 – Comments

Allow comments on your blog is a simple way to engage your audience and create a community on the subject. This is because, to allow readers to also participate in the discussion, you give them the power input.

There are several comments platforms that can be embedded on a site, each with its peculiarities. We talked about it in the post “What is the best system to use comments on a blog?” .

Here in the blog Digital results, we use the Disqus as a platform, and every question we receive from our readers are powerful insights. In some cases, we already have a post that answers the question, and in this situation the link inform the reader. If there is a post on the course, documented for future produce content on the topic.

3 – Emails

It is not so common for visitors to use email as a channel to make suggestions, criticisms or praise to a site. It is much more frequent that to happen in the comments and on social networks.

However, it happens. Especially if you leave exposed a contact form on their website. You do not have to put the form on every page, but a link to a “Contact Us” or “Contact” at the bottom is enough.

Even though this type of communication with the reader is more common in other channels, there are still people who send emails with questions and suggestions. Take advantage of this interaction to conquer it. If he’s so interested about to send an email to you is because it certainly will read the content and possibly share with someone.

4 – Opinion polls

Conduct research with your audience can be a treasure trove of valuable information and insights to shape you and use in your content marketing strategy.

There are several channels for you to ask the opinion of your readers. This can be done in a post on social networks, a blog post or even pop ups and widgets on your website. There are also different ways you can do this research, it can be both objectively as subjective. Let’s illustrate.

Subjective: What do you like to read and still do not speak on our blog?

Objective: What is the content format you would like us to start producing?

  • a) videos;
  • b) podcasts;
  • c) Interviews;
  • d) Infographics.

Generally, surveys often have low engagement. It is difficult to make a person use their time available for this purpose, especially if the answer is subjective.

Nevertheless, the good news is that people who respond is because they are really interested. The result can become a compiled ideal content suggested by people who will not only read, but feel part of the process.

5 – Social Networks

Let’s assume here that your business already has a presence on social networks as well. LinkedIn, Twitter, Facebook, Pinterest and Instagram are some examples of popular networks and worth the investment of time and money in building these audiences.

In fact, we recently launched the eBook “Introduction to Marketing on Facebook,” available for free download . It is an initial guide for you to reap the first results in the most popular social network in the world.

Expanding the view for all networks, monitor everything that is going on. Comments on posts that you share may yield some ideas as well as private messages that readers often send.

Sometimes, not always the idea comes as a suggestion, but as a question that the user has. Answer it and make sure that a new post. This can help others with similar questions.


The 5 ways mentioned above are quite useful ways to understand the problem of your readers, but that does not mean you should be held hostage to these suggestions.

Surprising the audience is also important because it demonstrates authority, sensitivity and insight. Be original and unexpected problems talk about is what can differentiate you from your competitors.

Similarly, listen and take into account suggestions can also differentiate it in the market because it demonstrates empathy, commitment and respect with your readers, customers and consumers.