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Challenges of getting feedback 1

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Jovana Stevanovic

We often hear and read that content is the king. You must write high quality content if you wish to attract prospective visitors to your website and provide value to them through that content. Whilst this is true, simply creating great content isn’t going to attract new customers or increase loyalty of the existing ones. Considering a vast amount of information online that is shared through the social networks every day, it is very difficult to differentiate your content from everyone else’s. Your content needs to be focused on a specific group of people which is why it is of utmost importance to define your target audience correctly. Also, there are a few other things to consider and we will discuss them in this article.

What about feedback?

One of the biggest challenges associated with content is ensuring you receive appropriate feedback for it. How do you know the content you are creating is meaningful and valuable if no one tells you what they think about it? You don’t. Engagement with your target audience over content you are creating is crucial because you have an opportunity to learn what people are interested in.

Considering most business people nowadays are under time constraints, how can you guarantee they take the time out of their busy days to read the content published on your website or a blog and provide meaningful feedback? It is a question many companies are trying to find an answer to. And GCOMM is no exception. In the article published last week, the background and original goals of The GCOMM Post were discussed. However, over time, gaining more feedback from the target audience became the no. 1 goal of this online magazine. And this has been rather challenging.

Another reason for the lack of feedback might be the transparency of the Internet. There are many people that don’t feel comfortable expressing their opinions online because this will be available to large audiences and permanently on the Internet or until someone takes it down, if they ever do. Others might be unsure if and how their views will affect the organisations they work for because not everything is clearly right or wrong. Therefore, in order not to jeopardise their future, instead of putting their opinion out there they prefer saying nothing, at least publicly.

Paying for feedback – is that the answer?

One idea to help generate feedback is to develop a program where incentives will be offered to a company’s target audience in exchange for feedback in the form of comments on the written content (or in any other feedback form the company is interested in). As already mentioned, people’s busy schedules don’t leave them much spare time, which is why these incentives would have to be something that the target audience would really be excited about, something unique and valuable. Companies need to show that they are respectful of people’s time and effort, and that should be an angle when it comes to explaining the idea of offering something in exchange for feedback. However, no one wants to be perceived as buying feedback and that is where the real challenge lies.

The importance of feedback

Why is feedback so important anyway? Well, creating high quality content takes a considerable amount of time and requires other resources as well. No company wants to waste time and money without knowing if the efforts are helping meet the goals, especially providing value to the target audience. Getting opinion from your audience about topics discussed on blogs and websites is extremely useful because this would be a great way to get ideas for future posts. Ultimately, the goal of any platform is to publish articles that people would be interested in reading and engaged with.

Other challenges

So even if a company decides to start an incentive program such as the one discussed above, how do they ensure that this program doesn’t get abused? And how does it ensure the success of this program? Have you ever experienced similar issues? Any recommendations?


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About Jovana Stevanovic

Jovana Stevanovic
Having studied, worked and lived abroad for a number of years, Jovana has developed a diverse set of skills and a unique perspective into the business world, which she applies in her current role as Marketing Automation Consultant. Her passion for online marketing and a keen interest in global marketing trends are what drives her to produce effective online campaigns for international clients in the IT sector. Jovana graduated from St. Cloud State University with a Bachelor of Science degree in Marketing and a minor in Public Relations. Jovana enjoys learning languages and is fluent in Serbian, English and Italian. Her other interests include social media, travelling and cooking.
  • It’s a great, real challenge Jovana. One feels that niche marketing must form part of the answer because otherwise it just becomes noise to those disinterested. And I guess those who find the topic interesting enough to spark their interest will do so which means the answer partially lies in creating content that’s of interest and engages a reply. Not easy but knowing the target audience, attracting them and engaging them is a must.