Content Strategy + Market Research
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Content Strategy + Market Research

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A few thoughts on how content strategy and market research can complement each other.

A few thoughts on how content strategy and market research can complement each other.

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  • Background – me, first hearing Kristina, where I work, lack of cs/mr combo
  • Everyone has a content strategy – some better than others. How do we come up with it?
  • Paper surveys, ew! Phone surveys, yuck? Who has time for that? But…
  • Background – me, first hearing Kristina, where I work, lack of
  • There is a strong interest in green vehicles—more in hybrid than electricDue to its established communication and positioning on hybrids, the Toyota Priusreceives the most consideration from consumersMost consumers are interested in green vehicles for practical reasons, not emotional ones, making price the predominant obstacle to purchaseDespite the price issue, some early adopters are still attracted by the advanced technology or a new type of driving experienceConcerns about durability, repairs and battery life are perceived as obstacles to green vehicle purchases, even though these may actually be positive factors for green vehicles
  • A good reason to refresh – make sure your content fits with the latest data

Content Strategy + Market Research Content Strategy + Market Research Presentation Transcript

  • Content Strategy + Market Research
    Dialing it in?
  • Content Strategy
    Exciting and new!
    Fun and fascinating!
    All the cool kids do it
  • Market Research
    Boring and old!
    Slow and annoying!
    Who does that anymore?
  • Content strategy Requires
    Establishing goals
    Understanding an audience
    Asking good questions
    Doing good analysis
    Making good decisions
    Producing good results
    Doing it all on time
  • Market Research Requires
    Establishing goals
    Understanding an audience
    Asking good questions
    Doing good analysis
    Sharing good results
    Doing it all on time
  • Mobile: The new face of market research?
    Create survey for mobile application
    Distribute survey to targeted or random audience
    Analyze and share results
  • Create
    Ask questions, revise questions, create conditions
    Are these the right questions?
  • Distribute
    Distribute by mobile app: iPhone, Droid, BBerry
    Limit demographics or leave open
    Whose opinion do you need?
  • Analyze
    By demographic
    Cross-question analysis
    Visualization
  • Share
    Email, Twitter, blog
  • Where does market research fit in?
    Content + People
    Fits into Workflow + Informs Substance
    http://blog.braintraffic.com/2011/03/brain_traffic_lands_quad/
  • Market Research Considerations
    Mobile apps
    Online surveys
    Twitter poll
    Facebook poll
    Nielsen, Pew, Gallup
    TNS, GfK, IDC, etc.
    Synovate, Ipsos, Brainjuicer
    When in doubt, pilot?
    http://darmano.typepad.com/logic_emotion/2011/04/sbplan.html