IT TAKES TWO: THE CONFLUENCE OF CONTENT STRATEGY & MARKET RESEARCH
It Takes Two: The Confluence of Content Strategy & Market Research
Aug 23, 2014
Learn why content strategists have never had a better friend than market research, presented by two real-life best friends: content strategist Devin Asaro and market researcher Norris Rowley.
Market research helps you understand your audience, content strategy helps you reach them. Align those with SEO, and you've got a trifecta of findability, relevance, and quality,
Get more from Devin Asaro at devinasaro.com, and follow him at Twitter (@copydev).
Follow Norris Rowley on Twitter (@norrocwell), but don't expect him to get back to you anytime soon.
Market research helps you understand your audience, content strategy helps you reach them. Align those with SEO, and you've got a trifecta of findability, relevance, and quality,
Get more from Devin Asaro at devinasaro.com, and follow him at Twitter (@copydev).
Follow Norris Rowley on Twitter (@norrocwell), but don't expect him to get back to you anytime soon.
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Transcript
IT TAKES TWO: THE CONFLUENCE OF CONTENT
STRATEGY & MARKET RESEARCH
Norris a. a. Rowley jr. Director, Audience & market research
iacquire
@norrocwell
@norrocwell iAcquire.com
@copydev
Devin Asaro Director, Design & Content Strategy
Operative
@copydev
THE MARKET RESEARCH PROCESS
@norrocwell iAcquire.com
PERSONA BASED MARKET RESEARCH, IN CONTENT STRATEGY?
HOLY MARKET RESEARCH BATMAN!
@norrocwell iAcquire.com
Batman, you got your market research in my content strategy!
You got your content strategy in my market research!
@norrocwell iAcquire.com
MARKET RESEARCH WORKING WITH CONTENT STRATEGY… WAY TOO COOL.
SO HOW DO WE DO IT?
@norrocwell iAcquire.com
THE CONTENT STRATEGY PROCESS
If market research is not done simultaneously
with content strategy, it’s probably not being
implemented at all.
@copydev
@copydev
Content
Strategists Aren’t
Reading
Your Market
Research Reports
Creative-based content strategy doesn’t look
different than data-driven content strategy.
it just doesn’t perform as well.
@copydev operative.com
@copydev @norrocwell
You need
two cooks
in the
kitchen.
@copydev
@copydev @norrocwell
THE NEW WORKFLOW
The content strategy order of operations…
Discovery
Appraisal
Staging
Creation
Optimization
Measurement
iacq.co/10vKlHg
@NORROCWELL & @copydev
DISCOVERY @NORROCWELL & @copydev
@NORROCWELL @copydev
Content Strategy Market research
What is important
to the client’s
business?
What is important to
the audience?
APPRAISAL @NORROCWELL & @copydev
@NORROCWELL
Content Strategy
What is important
to the client’s
business?
What is important to the
audience?
Market research
Customer Focus
STAGING @NORROCWELL & @copydev
@NORROCWELL @copydev
Content Strategy Market research
Copy Brief/Content Plan
Annotated Wireframes Persona data
CREATION @NORROCWELL & @copydev
@NORROCWELL @copydev
Content Strategy Market research
ENGAGEMENT INSIGHT The persona lives a fast-paced life and doesn’t spend a lot of time combing the internet for information, which poses some challenges when attempting to capture their attention. Because of these challenges the best way to engage this persona is with a newsletter signup function on the homepage. Or videos that displays the services that are offered, while also touching on the overall company culture. Place a face with a brand/company resonates very highly with his segment.
OPTIMIZATION @NORROCWELL & @DEVSARO
@NORROCWELL @copydev
Content Strategy Market research
Digital Behavior This segment are enthusiastic users of the Internet for
communication, information and fun. They spend a lot of time
online chatting with friends via instant messaging and social
networks. They head to media websites daily to get the latest
cultural/business news (Wall Street Journal, CNN, Forbes and
Entrepreneur) or sports scores (Yahoo Sports, ESPN).
Although many are reluctant to buy products online, they like to research them on websites before making a purchase.
MEASUREMENT @NORROCWELL & @DEVSARO
@NORROCWELL @copydev
Content Strategy Market research
• Fuse Deliverables
• Integrate the discovery process
• Restructure channels of communication
• Be an advocate for market research
Key
Takeaways
@copydev @norrocwell
THANK YOU
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