Content Research Guide: How To Do Content Research

Summary

The episode breaks down why content research is essential for ecommerce growth, using Sean Reyes’s Shock Surplus as a case study of how deep audience insights and educational video content drove a $25 million business. It outlines a six‑step research framework—setting goals, choosing tools, gathering customer insights, tapping experts, analyzing competitors, and continuously revisiting data—highlighting practical tools like Google Trends, Semrush, and AI assistants. Key takeaways include the power of answering real customer questions, building a searchable insights bank, and leveraging AI while avoiding bias. Sean’s perspective emphasizes transparency over polish, showing that authentic, data‑driven content can outpace larger brands.