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GET IN THE MIND OF YOUR AUDIENCE TO CREATE MORE POWERFUL
CONTENT
ANDY COONEYASSOCIATE DIRECTOR – RESOLUTION MEDIA@ANDY_COONEY
HELLO, I’M ANDY(in the middle)
I CURRENTLY MANAGE AN SEO TEAM WORKING ON UNILEVER
BUT I’VE WORKED ON BRANDS OF ALL SHAPES AND SIZES
I’M GONNA TALK ABOUT CONTENT
CONTENT
CONTENT ARGHHH
EVERYONE WANTS CONTENT
EVERYONE IS DOING CONTENT
AND THE RESULT IS THIS
OR THESE
WE ARE DROWNING IN CONTENT
THAT PEOPLE DON’T CARE ABOUT
THAT OUR CLIENTS/COMPANIES
AUDIENCE DON’T CARE ABOUT
DISCLAIMER: I AM NOT GOING TO TELL YOU HOW TO COME UP WITH BETTER IDEAS
THIS DOES A VERY GOOD JOB OF THAT
http://www.slideshare.net/MarkJohnstone2/how-toproducebettercontentideasmarkjohnstone
I’M GOING TO TALK ABOUT UNDERSTANDING YOUR AUDIENCE A BIT BETTER
WHICH IS A PILLAR OF CREATING GREAT CONTENT
BY UNDERSTANDING YOUR AUDIENCE YOU CAN DEVELOP CONTENT THAT
WILL MATTER TO THEM
LET’S THINK ABOUT THIS FOR A SECOND
I WORK IN SEO
SO DOES THIS GUY
SO DO I
WE LIKE VERY DIFFERENT THINGS
WE LIKE NONE OF THE SAME THINGS AS THIS PERSON
I DON’T LIKE DRUNKEN FACEBOOK
PHOTOS OR SEO
(SORRY FOR THE UPCOOMING ASSUMPTIONS)
IF WE GO INTO A “BRAINSTORM” WITH NO REFERENCE TO OUR AUDIENCE
WE WILL PROBABLY COME UP WITH IDEAS WE THINK ARE GOOD
PROBABLY BASED ON KEYWORD TARGETS
IF WE ARE CREATIVE/LUCKY (AND OBJECTIVE
ENOUGH) IT MIGHT BE INTERESTING/USEFUL/SIGNIFICANT TO OUR AUDIENCE
I DON’T HAVE MUCH LUCK
SO I NEED TO STOP
THINKING ABOUT MYSELF
AND PUT MYSELF IN THE PLACE OF THESE GUYS
BUT WHEN YOU ARE DEALING WITH THIS IT’S VERY HARD
OR EVEN JUST WITH ME!
SO I NEED SOME HELP UNDERSTANDING THE AUDIENCE OF THE BRAND I AM WORKING FOR
WHICH ISN’T NEW THINKING
THE ADVERTISING INDUSTRY HAS HAD A ROLE FOCUSING ON THIS SINCE THE 60’s
ENTER THE ACCOUNT PLANNER
THE ACCOUNT PLANNER IS THE LEFT SIDE OF THE CREATIVE BRAIN
HI
THEY USE FOCUS GROUPS, SURVEYS, ETHNOGRPAHY ETC
TO INJECT CONSUMER INSIGHT INTO THE ENTIRE CREATIVE
PROCESS
BECAUSE
“At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature,
what compulsions drive a man, what instincts dominate his actions, even though
his language so often camouflages what really motivates him. For if you know these things about a man you can touch him at
the core of his being”- Bill Bernbach -
READ THIS
BUT WHAT IF WE DON’T HAVE RESOURCES/SKILLS FOR THAT?
THERE ARE MEDIA EQUIVALENTS
BUT THEY COST A LOT OF MONEY
HOWEVER THERE ARE LOT’S OF WAYS TO FIND INFORMATION ABOUT YOUR AUDIENCE
A LOT OF WHICH ARE FREE
SO HERE WE GO
THE BUSINSS STAFF
ESPECIALLY IF THEY HAVE A CALL CENTRE
WE GET ALL THE
PROBLEMS
SURVEYS
SEVERAL CHEAP OPTIONS FOR
COMMISIONING SURVEYS
GOOGLE ANALYTICS
AUDIENCE SECTION OF
GOOLGE ANALYTICS GIVES SEVERAL USER
BASED INSIGHTS
GOOGLE ANALYTICS
GA GIVES YOU DEMOGRAPHIC REPORTS
GA AFFINITY CATEGORIES
AFFINITY CATEGORIES
ARE GOOGLE’S LIFESYLE
BUCKETING
FACEBOOK AUDIENCE INSIGHTS
AUDIENCE INSIGHTS ALLOWS YOU TO DIG INTO FACEBOOK DATA FILTERING BY A NUMBER OF DIFFERENT CRITERIA
DEMOGRAPHICS
LOTS OF WOMEN(SIGNIFICANTLY HIGHER THAN OVERALL AUDIENCE)
MIDDLE AGED
DEMOGRAPHICS
MOSTLY MARRIED
JOBS IN CARE
THAT DEFINITELY ISN’T ME
CATEGORY/PAGE LIKES
CATEGORIES PAGES
PAGE LIKES
SCRAPE SIMILAR
PAGE LIKES
TABLE OF RELEVANT PAGE LIKES
FILTER, FILTER, FILTER
REGIONAL TARGETING
ADD COMPETITORS/OTHER
INTERESTS
ALL SORTS OF THINGS TO FILTER BY
THE US GET MORE DATA
LIFESTYLE
BEHAVIOUR FILTERS
FACEBOOK GRAPH SEARCH
ADVANCED OPERATORS
SUPER USEFUL
http://www.zazzlemedia.co.uk/facebook-graph-search/
INTERESTS
READ THIS
https://moz.com/blog/facebook-graph-search-guide
YOUGOV PROFILES
https://yougov.co.uk/profiler#/
FREE PESONA TOOL BASED ON YOUGOV
SURVEYS
PERSONALITY STATEMENTS
ENTERTAINMENT
MEDIA
DEMOGRAPHICS PRO
http://www.demographicspro.com/
VERY IN DEPTH TWITTER ANALYSIS (PAID0
DEMOGRAPHICS PRO
COMPREHENSIVE INSIGHT INTO ALL SORTS OF INFORMATION FOR TWITTER FOLLOWERS
SIMPLY MEASURED
http://simplymeasured.com/reports/freebies/
FREE FOLLOWER
REPOER
TWITTER SEARCH
KEYWORD FIELDS
SENTIMENT AND QUESTIONS
SENTIMENT SEARCH
QUORA
A LOT OF PEOPLE LIKE LAUNDRY
FIND RELEVANT
TOPICS
QUORA
SOCIAL VALIDATION
TOP QUESTIONS THROW UP
SOME INTERESTING
IDEAS
QUORA
SOME TOPICS HAVE HUGE VOLUMELOOK AT TOPICS YOUR AUDIENCE ARE
INTERESTED IN
LOOK THROUGH RELATED
CATEGORIES
BUZZBUNDLE
http://www.buzzbundle.com
BUZZBUNDLE IS A SOCIAL MEDIA MANAGEMENT SOFTWARE WITH A LIMITED FREE VERSION
BUZZBUNDLE
ALLOWS YOU TO ENTER QUERIES THAT ARE THEN
CHECKED ON VARIOUS SITES FOR MENTIONS
USING PRODUCT NAMES/CATEGORY TERMS YOU CAN PULL BACK RELATED DISCUSSIONS
BUZZBUNDLE
Q&A SITES
BLOGS/FORUMS SOCIAL MEDIA
VIDEO SITES
BUZZBUNDLE
OFTEN A LOT OF SPAM SO QUERY REFINEMENT NEEDED
USEFUL INSIGHT INTO
PEOPLE’S PROBLEMS
SOCIAL LISTENING
PAID SOCIAL LISENTING
REPORTS USING TOOLS LIKE
BRANDWATCH, SYSOMOS, OR
CRIMSON HEXAGON ARE INDCREDIBLY
VALUABLE (BUT EXPENSIVE]
FORUMS ARE MASSIVELY NEGLECTED IN MY OPINION
FIND FORUMS POPULAR WITH YOUR AUDIENCE
ADVANCED SEARCH AND GET
INSPIRED BY DISUSSIONS
BOARDREADER
MORE INSIGHT INTO AUDIENCE DISCUSSIONS
https://yougov.co.uk/profiler#/
SIMILAR WEB
THE FREE REPORT GIVES YOU TOP LINE AUDIENCE INFORMATION FOR A SITE (TREAT WITH A PINCH OF SALT)
BUZZSUMO
TAKE SITES POPULAR WITH YOUR AUDIENCE
AND RUN CONTENT
ANALYSIS REPORT FOR CONTENT
INSIGHTS
USING ALL THESE TOOLS
YOU SHOULD NOW HAVE THE FOLLOWING FOR YOUR
AUDIENCE:AGE
GENDERLOCATION
WORKINTEREST CATEGORIES
SITES CONSUMEDIDEAS OF POPULAR CONTENT
PROBLEMS DISCUSSIONS
WHICH ALLOWS YOU TO GET IN THE MIND OF YOUR CONSUMER
AT A MINIMUM CIRCULATE BEFORE BRAINSTORMS/KEEP IN MIND FOR ALL CONTENT
DECISIONS
YOU CAN TAKE THIS FURTHER
PERSONA DEVELOPMENT
USER JOURNEYS
THE AUDIENCE IS TAKEN INTO ACCOUNT FOR ALL YOUR CONTENT
AND YOUR CREATIVE SESSIONS HAVE MORE CONTEXT
AND IT IS EASIER TO SELL YOUR IDEAS
BECAUSE MARKETING MANAGERS UNDERSTAND CUSTOMER FOCUSED LANGUAGE
AND THIS IS THE WAY OTHER AGENCIES SPEAK
SO YOUR IDEAS HAVE MORE IMPACT (AND DON’T CRASH AND BURN]
SO WE CAN GET A SEAT AT THE BIG TABLE
AND YOUR CONTENT SHOULD BE MORE POWERFUL
THANK YOU!