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!