Photo Credit: IRC
Before you start drafting the content, it's important to identify whether the needs of our audience are reflected in the topic. It is recommended that you analyze the needs and priorities of the audience before you decide on the content topic.
These are a few tools you can use to determine your content topics:
- Information Need Assessment (INA): From INA, you should get the audience's information needs. It also helps you understand if your audience has any trouble accessing the information. Additionally, it will give you a sense of prioritized information for your audience.
- Direct Engagement: It is always the best opportunity to understand your audience's needs while you listen to them. Ask them what information they need to make critical decisions.
- Zendesk Support: Through Zendesk tickets, you can get a sense of what information your audience is seeking, what questions they are asking, and in which content they are engaging most.
- Signpost Dashboard: Signpost Dashboard allows you to understand the overall performance of your content in different communications channels.
- Tracking engagement with your content: This can help you know what is useful and relevant, or what needs to be updated. Google Analytics and Search Console are examples of how you might track this. These tools can help you to understand what information people are looking for, the keywords they search for, and their behaviors and interests.
- Social listening: You can leverage a set of tools that will monitor online conversations and activity for specific keywords relevant to your context. For social media, you can analyze your social media content and messages to see if the audience is asking for information about any particular/different topics. The audience insights will help you to determine the needs of your audience.