Consistently publishing valuable content strengthens SEO performance. But in order to have that, you need reliable audience research and data sources.
Ahrefs and Semrush are great SEO tools for keyword research.
But there’s another tool you can use to collect data straight from your customers and users who visit your website.
And that’s Jotform, an online form builder.
With a strategic approach, you can use Jotform to continuously pull insights that help you scale your content marketing campaigns.
Let’s take a closer look at why you should use Jotform and WordPress — and five steps to integrate the two for endless content creation opportunities.
Highlights
Jotform is a form builder you can use for zero-party data collection. (That’s when users voluntarily provide you with information.)
This no-code form builder comes with pre-made templates, or you can make your own forms.
You can use Jotform forms to:
For example, a demo request form can collect lead details and help schedule sales calls. An onboarding form can collect firmographic data and guide new customers through setup.
You can also connect your CRM to Jotform. (Check its CRM integrations.)
For this guide, I’m showing you how to use Jotform and WordPress to collect data that can help you publish high-quality content at scale.
But first …
Publishing original, data-backed content is critical for modern SEO.
In SEO land, one of the top reasons is because of E-E-A-T.
E-E-A-T is a framework Google uses that stands for “Experience, Expertise, Authoritativeness, and Trustworthiness.”
(Google’s quality assessors use it when evaluating content to make sure SEO ranking algorithms are working properly.)
A sign that Google’s ranking algorithms are providing good results is when highly ranked content:
These quality signals help you build trust with users who land on your site. When site visitors read well-researched information written by people with subject-matter expertise, they trust it more.
E-E-A-T-friendly content can also help you build a stronger reputation in your industry. Over time, you’ll have a content library users can read through that satisfies search intent and supports every milestone in their buyer’s journey. (TOFU/MOFU/BOFU articles, reports, product pages, anything you can think of.)
Wanna read more about E-E-A-T? Google Search Central has the deets.
So where does Jotform fit in here?
➜ An effective way to create well-researched content is to pull your own research from site visitors. (That they voluntarily give you via forms on your WordPress site.)
That’s what Jotform helps you with. 🗒️
When you integrate Jotform with WordPress, you can continuously collect zero-party data and then repurpose it to create content at scale. Genius, I know …
This content scaling framework supports you so that:
TL;DR: With Jotform embedded into WordPress, you can pull invaluable zero-party data at scale. You can then use that data to create high-quality data-backed content assets for your WordPress site.
K, that’s the gist.
Here’s how to use these two tools to scale your content workflow in 2026. 👇
Start by outlining your top zero-party data goals.
What would you like to use structured data for?
For example:
You can set as many goals as you want — but pick one to two goals per form.
Next, choose which forms you’ll create and upload to your site.
Here are some strategic online forms you can publish:
Once you know which forms you need, use Jotform’s Embed Form plug-in and reference the Form ID to embed them on your WordPress website.
Jotform has over 10,000 free online form templates. (For your current customers, Jotform also has a form prefill feature, which pre-populates online forms with existing data.)
If you don’t find what you need, you can create your own forms. You can also use Jotform’s form widgets to customize your forms so they fit your branding.
*Pro-Tip: Add conditional logic to your form to personalize your user’s form experience. This is where your form automatically hides and reveals questions based on how users fill out your form.
If you need to implement Jotform across multiple WordPress pages or websites, ask a WordPress development company for support. They have experience with custom WordPress projects, so they can build just about anything you need.
After your forms have collected data, look at your form submissions.
Jotform’s “Submissions” reveal your form’s user input. So, for a survey form, that would be survey responses. For an onboarding form, that might be firmographic data, like company name, industry, and pain points.
Look at the data your forms pulled for relevant user patterns and repeated insights.
Group these by topic, percentage, or a data point that’s relevant to your target audience and content goals. (In the next step, you’ll use this data to refine your content strategy and inform your next content assets.)
For example, when uSERP collected data from link-building experts, the team pinpointed these key percentages about backlink impact:
That’s because they were compiling data for a detailed industry report. (We’ll show you a glimpse of the final report in the next step!)
Next, look at your form analytics.
Jotform’s Form Analytics reveal engagement metrics, like response rates, traffic, and conversions.
Use this data to refine your forms so users have a better experience, and you get closer to the content goals you set in Step 1.
For example, if Form Analytics shows a high drop-off rate on one question, that’s a signal to revise or remove it. A long open-ended field might feel like work, or a required phone number could create friction.
If traffic is strong but submissions are low, test a shorter form, clearer headline, or stronger incentive. When you see most users completing the form on mobile, tighten spacing and simplify inputs to fit smaller screens. Each adjustment improves the user experience, completion rates, and data quality.
Now that you have the data from your form submissions, use it to direct your data-backed content strategy and plan your content assets.
For instance, after uSERP pulled the data from above, they started working on The State of Backlinks for SEO report. They planned charts, decided which expert quotes and headshots to include, and created data-backed briefs for their content writers.
Here’s a screenshot that shows part of the final report the uSERP team created:
This report continues to attract high-quality leads, keeps uSERP’s authority high, and helps uSERP connect with other industry professionals. 💪
K, now it’s your turn.
For example, you can use your form submission data to plan:
For example, to satisfy E-E-A-T, you can’t go wrong with BOFU content, original research reports, and refreshed content. Looking/not looking at you, stale blog posts from 2021. 🫣
For instance, if you want to create BOFU assets for your CRM software company, you could pull data from a “Find the Right CRM for Your Sales Team” form.
Your form could collect: Company size, role, current CRM (or none), biggest sales blockers, team size, and timeline to switch. This shows intent, flags urgency, and lets you suggest tailored recommendations that match how their team sells.
From there, you could plan BOFU blog posts with titles like:
PS: Jotform also has a feature that lets you generate reports to publish on your site!
Now that you know what content you’ll be publishing, create content briefs for each asset and assign them to your content writers. (If you don’t have writers, outsource this step to an SEO content agency.)
Set clear deadlines and review each draft for grammar, clarity, and brand alignment.
You also need to make sure each piece demonstrates E-E-A-T. Beyond the zero-party data you’re integrating, include other authoritative elements.
For example:
Finally, publish your finished data-backed content to your WordPress site, ensuring the HTML output renders correctly.
To save time staging and publishing your content from Google Docs to WordPress, use Wordable.
Manually staging and uploading to WordPress can easily take 30 minutes to two hours per piece. With Wordable, you can publish your new data-backed content from Google Docs to WordPress in seconds.
Continue updating content based on website analytics and new form data.
(You always need fresh, updated content to continue satisfying E-E-A-T.)
Decide on a cadence you can commit to. For example, quarterly, semi-annual, or annual content updates.
Some common data points to update include: Industry best practices, user feedback, trends, and statistics.
And that’s how you can use Jotform and WordPress for scalable data-backed content. 😍
Do yourself a favor and bookmark this guide now if you plan on using Jotform with WordPress.
In the meantime, here’s a quick recap:
And if you haven’t already, you HAVE to try Wordable. It’ll help make publishing from Google Docs to WordPress so much faster!
Does Jotform integrate with WordPress?
Yes, via a WordPress plugin.
How can I make forms with Jotform?
Use its drag-and-drop interface to build your forms. Jotform has templates, or you can make your own from scratch.
Can Jotform handle payments?
Yes, it integrates with major payment processors and supports basic payment workflows.
Why use Jotform and WordPress to scale content?
You can use Jotform to collect zero-party data — and then turn that into research reports and BOFU content to publish on WordPress. You can also use data to create a data-backed SEO content marketing strategy.
This helps you demonstrate E-E-A-T and attract more of the right leads and customers to your website.