Customer Success Blog | Emojics

Content Feedback: The Key to the Great Content Marketing Strategy

More than 70% of marketers reported that they’re actively investing in content marketing in 2020. The competition is fierce. I’m sure you know it. Just do a quick Google search for a few keywords you are targeting and check the number of search results.

You can’t win your content marketing game with mediocre content.

There are tons of ways to improve the content you produce, but nothing works better than content feedback. Getting feedback from your audience about the content provides you with data on what works best, reader preferences, and more.

Data never disappoints.

If you are new to content feedback or looking for a quick guide on how to use content feedback to improve content marketing, this guide is for.

What is Content Feedback?

Content feedback refers to reader feedback about a piece of content. The data you collect is related to a specific content piece (e.g. blog post) making it exceptionally useful and customized. For example, if you have published a how-to guide on your blog for the first time, you can ask readers if they’d like to read more how-to guides?

The data helps you better understand your audience. You can write content that they want to read, you can use data to update buyer personas, and it helps you with decision-making.

Importantly, content feedback provides you real data on what type of content to write that will work and deliver results. You can generate content ideas that are guaranteed to work because your audience tells you what to write. This works better than any content idea generation tool.

Instead of looking at what content is already ranking in SERPs, you need to ask your audience what type of content they want to read. This is what you can achieve with content feedback.

How to Collect Content Feedback

Collecting content feedback isn’t a hard task as it is an automated process. You need a content feedback tool that will collect data and present it to you in an easy-to-understand form. Emojics lets you collect content feedback automatically via emojis. Readers can select an emoji to participate in the survey and share their feedback.

Here is how it looks:

emojics content feedback example

You can choose what participants see after they select an emoji. You can send them to a URL, you can collect information, you can ask more related questions, etc. Here is an example form that participants see when they select heart emoji on the Emojics Blog:

emojics feedback form screenshot

Since a reader likes our content, it is a perfect way to generate a lead. However, when a reader selects an angry emoji, we ask for more details to improve our content:

emojics feedback form example

Using content feedback without a plan will be least helpful. You’ll keep getting feedback and you won’t know what to do with heaps of data. Imagine you are getting hundreds of responses from blog readers daily, you’ll soon have tons of data sitting in the survey tool dashboard.

What’s next?

In the absence of a content feedback strategy, it will get unmanageable.

Also, if you want to use content feedback to improve your content marketing strategy, you’ll need a robust system to make sense of the data.

Here is a systematic approach to creating a content feedback strategy that will help you improve content marketing:

  1. Set Clear Goals
  2. Create Survey Question(s)
  3. Create Feedback Flow
  4. Integration with Content Marketing

Step #1: Set Goals

Feedback without any goal is least helpful. You must set clear goals as to why you need to collect content feedback? What do you want to achieve?

For example, you might need content feedback to generate content ideas, you can use it to improve writing style, you can use content feedback to identify the content type (e.g. podcasts, video, case studies, etc.), you might be interested in identifying what blog posts to promote, etc.

Not to mention, you can use content feedback to improve behavioral metrics such as session duration, clicks, conversion rate, scroll depth, titles, etc. The options are unlimited.

You can set multiple goals, but it is recommended to keep the number low. Having up to five clear goals for different content types works best. If you receive limited traffic, stick with a single goal.

Step #2: Create Survey Questions

Once you have set the goal for your content feedback strategy, creating survey questions gets easier. You know what you are measuring, and you just need to create multiple variations of a question to get started.

You don’t have to create a single question. Track your core metric using multiple questions.

If your goal is to improve the average session duration, you can collect feedback with multiple questions. If, for example, a visitor who is leaving your website too quickly, you can ask why he/she is leaving too quickly. Similarly, you can ask readers who spent maximum time on a blog post as to what they liked the most about it.

Follow these tips for creating survey questions:

  • Keep it short and catchy
  • Use simple language
  • Create multiple variations of each question for A/B testing.

Step #3: Create Feedback Flow

Feedback flow refers to what happens when a visitor participates in the survey.

You need to create a complete workflow of how your content feedback will work. It gets easier if you are using Emojics because you can link flow to the responses. You can choose what happens when a visitor selects an angry emoji vs. a happy emoji.

For example, you can generate leads from happy readers, and you can apologize to angry readers and ask them if you can reach out to them for further feedback.

This doesn’t end here.

You need to develop backend flow too.

Who will contact customers, what will happen to the leads, etc.? The best approach is to integrate your survey tool with your email marketing and CRM tools. You can conveniently connect Emojics with leading tools including Zapier that lets you create workflows as per requirement.

Step #4: Integrate with Content Marketing

Finally, you need to use data from the survey to improve content marketing by linking it back to your goal. Use the findings of the feedback to tweak your content marketing strategy.

The way how content feedback integrates with content marketing strategy depends on your goal. For example, if your goal was to identify content ideas. You need to add content ideas into the content editorial calendar and assign topics to the writing team.

Similarly, if content feedback reveals that the top three factors that make the audience read the full blog post include its title, featured image, and bullets – share these guidelines with the editorial team.

This is the most crucial step in the entire process so make sure the findings don’t just sit idle in the cloud.


Content feedback can be used in numerous ways and it can help your business in unlimited ways. However, collecting feedback from visitors just for the sake of feedback will lead your brand nowhere. Use data in the decision-making process and to improve the content marketing strategy.

It doesn’t matter even if 10 or 1000 people participate in the survey. All that matters is what actions you take. A single respondent is enough if you are ready to take action based on visitor feedback. A million responses won’t do anything if you aren’t ready to act.

Collect data. Take action. Improve. Evolve. Repeat.

Sabih Javed

Sabih Javed is a certified inbound marketer and an experienced digital marketing writer. His publications appeared on leading marketing blogs like JeffBullas, Yahoo News, TheNextWeb, Business2Community, and more. Connect with him @sabihjavedd