Best Practice Report

To Tell A Data-Driven Story About Content Value, Survey Internal Stakeholders

Customer-Facing Employees Have Unique Insights Into Audience Needs

January 12th, 2024
Kathleen Pierce, Principal Analyst
Kathleen Pierce Principal Analyst
With contributors:
Dave Frankland , Phyllis Davidson , Lisa Gately , Pippin Evarts , Ellen Lind

Summary

Internal stakeholders know a great deal about the value and findability of content, as they are not only a direct audience, but also an activation channel for external audiences. They have a broad perspective on content’s impact on a wide range of customer types, geographies, and business scenarios. However, organizations often undervalue their insights and overlook their satisfaction, which is a vital KPI. Smart content leaders and system owners recognize this and implement a regular cadence of interviews and surveys. This report defines a framework for understanding internal stakeholders and explains how to use surveys to quantify audience needs and measure progress on improvements.

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