A marketing research process isn’t just a leisurely trip through Wikipedia, nor is it tripping and falling into the Google search bar and emerging with whatever was closest to the top.
Research is you, carrying reluctant readers, up and over the highest mountains of data, statistics, testing, theory, and ideas, getting them to the other side safely and sated.
You are the detective, the interpreter, the nurse. “Here is my theory. Here is the proof. Now go and do likewise.”
It’s easier to use what’s easiest, using what other marketers and bloggers have dug up, repackaging it with your own twist. I’ve done it, too. We’re under a time crunch sometimes, and that is why we grab at low-hanging fruit.
But if you’re using an editorial calendar and are working several weeks in advance, you have the time to dig a bit deeper.
So where should youstart your content marketing research process? You just need to know how to do great …