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How do you test user preferences for content?

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If you want to create content that resonates with your audience, you need to understand their preferences, needs, and expectations. But how do you test user preferences for content? In this article, you'll learn about some methods and tools that can help you gather and analyze feedback from your users, and use it to improve your content strategy.

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Viraj Shah

Creative Strategist at Schbang | Small Business Owner - SATTVA

1 Surveys and polls

One of the simplest ways to test user preferences for content is to ask them directly. You can use surveys and polls to collect data on what topics, formats, styles, and tones your users prefer, as well as their satisfaction, challenges, and goals. You can use online platforms like SurveyMonkey, Typeform, or Google Forms to create and distribute your surveys and polls, and analyze the results. However, be careful not to ask too many or too vague questions, and make sure you have a clear purpose and target audience for your survey or poll.

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Rebecca Wilson

Campaign Manager & Social Media Coordinator
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The easiest way that I have been able to determine the type of content to create for my clients as a social media content manager/creator is to look at what is doing well with some of our pages that are in the same niche. For example, if Fall items are trending on pages that are similar to my clients' social media, I then know that people are really liking and wanting to take a look at Fall content. Even if it is in August, the analytics by "page watching" will help a lot with your own content strategy. Another great way is to watch the backend of your website and see what pages are trending with page views. Sometimes it can surprise you!

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Roukia O.

Corporate Communication | Employee Advocacy | Employer Branding
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Social media platforms such as LinkedIn, Instagram or X - Twitter, also have poll features. Using them to reach out directly to our audience is a great way to gauge their needs and interest in a specific topic. I've had the opportunity to test the poll feature on LinkedIn and Instagram, and it has enabled us to feed our editorial content based on audience response.

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2 A/B testing

Another way to test user preferences for content is to compare two or more versions of the same content element, and see which one performs better. This is called A/B testing, and it can help you optimize your content for metrics like clicks, conversions, engagement, or retention. You can use tools like Optimizely, VWO, or Google Optimize to run and measure your A/B tests, and make data-driven decisions about your content. However, be careful not to test too many or too minor variables, and make sure you have a large and representative sample size for your test.

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Monika Wittmann

? Digital professional from the first hour ?
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The difference between version A and B should be one variable only. If you modify more than one variable it's not possible to deduce which variable is working better. Great variables to test are for instance: - subject line of a mailing or newsletter - color of a button - CTA text - position of an image. And you don't need to reinvent the wheel. There's great user research with empiric results that you can consider for your content creation.

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3 User interviews and focus groups

A more qualitative way to test user preferences for content is to talk to them directly. You can use user interviews and focus groups to gain deeper insights into your users' motivations, emotions, opinions, and behaviors, and how they relate to your content. You can use tools like Zoom, Skype, or UserTesting to conduct and record your user interviews and focus groups, and analyze the themes and patterns that emerge. However, be careful not to ask leading or biased questions, and make sure you recruit and incentivize your participants appropriately.

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4 User testing and usability testing

A more practical way to test user preferences for content is to observe them using your content. You can use user testing and usability testing to evaluate how easy, useful, and enjoyable your content is for your users, and identify any problems or opportunities for improvement. You can use tools like Hotjar, Crazy Egg, or UserZoom to collect and analyze data on your users' actions, reactions, and feedback, and use it to enhance your content. However, be careful not to influence or interfere with your users' natural behavior, and make sure you test your content in realistic scenarios and contexts.

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5 Analytics and metrics

A more ongoing way to test user preferences for content is to monitor their behavior and performance. You can use analytics and metrics to track and measure how your users interact with your content, and what outcomes they achieve. You can use tools like Google Analytics, Mixpanel, or HubSpot to collect and analyze data on your users' demographics, sources, sessions, events, goals, and more, and use it to refine your content. However, be careful not to rely solely on quantitative data, and make sure you interpret and act on your findings.

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Roukia O.

Corporate Communication | Employee Advocacy | Employer Branding
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For our social media content, we use Sprinklr to analyze performance. We are able to tag each piece of content according to specific criteria (format, subject, theme), which enables us to see very quickly the different performances based on topic, format, video length, platform. This is an excellent way of adjusting, if necessary, our content production and distribution on our various social media channels.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Viraj Shah

Creative Strategist at Schbang | Small Business Owner - SATTVA
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Surveys and polls, A/B testing etc are some great way to test content preferences for users. Additionally what can be considered to get content preferences right in place would be: 1) Digging up past content pieces to get an overview of customer behaviour and preferences over the period of time. 2) Posting different content formats to check if current goals (or metrics) are achieved or not and recording behaviour patterns at the same time. 3) Design plays an important role too in setting content preference hence appropriate CTAs, brand fonts, etc and other design elements must be used correctly along with high quality content to get the best results.

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How do you test user preferences for content?

1

2

3

4

5

6

1 Surveys and polls

2 A/B testing

3 User interviews and focus groups

4 User testing and usability testing

5 Analytics and metrics

6 Here’s what else to consider

Content Strategy

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How do you test user preferences for content?

1

2

3

4

5

6

1 Surveys and polls

2 A/B testing

3 User interviews and focus groups

4 User testing and usability testing

5 Analytics and metrics

6 Here’s what else to consider

Content Strategy

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感谢您的反馈

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