It Takes Two: The Confluence of Content Strategy & Market Research

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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.

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It Takes Two: The Confluence of Content Strategy & Market Research

  1. 1. IT TAKES TWO: THE CONFLUENCE OF CONTENT STRATEGY & MARKET RESEARCH
  2. 2. Norris a. a. Rowley jr. Director, Audience & market research iacquire @norrocwell   @norrocwell iAcquire.com
  3. 3. @copydev Devin Asaro Director, Design & Content Strategy Operative @copydev  
  4. 4. THE MARKET RESEARCH PROCESS
  5. 5. @norrocwell iAcquire.com PERSONA BASED MARKET RESEARCH, IN CONTENT STRATEGY?
  6. 6. 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!
  7. 7. @norrocwell iAcquire.com MARKET RESEARCH WORKING WITH CONTENT STRATEGY… WAY TOO COOL.
  8. 8. SO HOW DO WE DO IT? @norrocwell iAcquire.com
  9. 9. THE CONTENT STRATEGY PROCESS
  10. 10. If market research is not done simultaneously with content strategy, it’s probably not being implemented at all.   @copydev
  11. 11. @copydev Content Strategists Aren’t Reading Your Market Research Reports  
  12. 12. Creative-based content strategy doesn’t look different than data-driven content strategy. it just doesn’t perform as well. @copydev operative.com
  13. 13. @copydev @norrocwell
  14. 14. You need two cooks in the kitchen. @copydev
  15. 15. @copydev @norrocwell
  16. 16. THE NEW WORKFLOW
  17. 17. The content strategy order of operations… Discovery Appraisal Staging Creation Optimization Measurement iacq.co/10vKlHg @NORROCWELL & @copydev
  18. 18. DISCOVERY @NORROCWELL & @copydev
  19. 19. @NORROCWELL @copydev Content Strategy Market research What is important to the client’s business? What is important to the audience?
  20. 20. APPRAISAL @NORROCWELL & @copydev
  21. 21. @NORROCWELL Content Strategy What is important to the client’s business? What is important to the audience? Market research Customer Focus
  22. 22. STAGING @NORROCWELL & @copydev
  23. 23. @NORROCWELL @copydev Content Strategy Market research Copy Brief/Content Plan Annotated Wireframes Persona data
  24. 24. CREATION @NORROCWELL & @copydev
  25. 25. @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.
  26. 26. OPTIMIZATION @NORROCWELL & @DEVSARO
  27. 27. @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.
  28. 28. MEASUREMENT @NORROCWELL & @DEVSARO
  29. 29. @NORROCWELL @copydev Content Strategy Market research
  30. 30. •  Fuse Deliverables •  Integrate the discovery process •  Restructure channels of communication •  Be an advocate for market research Key Takeaways
  31. 31. @copydev @norrocwell THANK YOU

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