Content Research
What types of research should inform our content strategy?
Research efforts include website surveys, user testing, analytics, keyword research, and eye-tracking tools — all aimed to better understand overall web and content performance. All too often these behavior metrics don’t consider the content users are engaging with or go deep into the “why” behind current performance. Connecting content consumption to performance can tell us more about what can be successful in the redesign.
Why do we conduct content research?
User research complements the other activities performed in the define phase.
Understand content performance
See how users interact with content on a page and if they understand the information presented
Determine if there’s industry jargon that needs to be explained
Identify gaps and opportunities
Content research can include tools like heat mapping, pathing data, and engagement statistics
