There’s only one universal truth in marketing and it’s this: Nobody wakes up in the morning thinking about your brand. They think about what kept them up last night, what they need to get done that day and maybe, just maybe, what they want to *be* one day. And that sobering reality is what marketers should think about every morning as *they* wake up: Relevance is a status that must be continually earned, and it is now (more than ever!) the path to revenue.

1. KEYNOTE
Andrew Hanelly
CHIEF STRATEGY OFFICER
REVMADE
It’s 10pm, Do You Know Where
Your Audience Is? Using Data to
Drive Better Content Marketing
Outcomes
WASHINGTON D.C. ~ JULY 6 - 7, 2023
DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC

2. It’s 10pm …
Do You Know Where Your Audience Is?
Using audience data to improve marketing
DigiMarCon DC - July 2023

3. DigiMarCon
DC
|
July
2023
MIDDLE CHILD SYNDROME

4. 15x
2016
DigiMarCon
DC
|
July
2023
CONCERNED BEAGLE

5. What we’re here
to talk about today:
TODAY’S DISCUSSION
How to tap into audience data
to improve content performance
DigiMarCon
DC
|
July
2023

6. Nobody
wakes up in
the morning
thinking
about your
brand.
What kept them up last night
What they need to do that day
What they want to be one day
They think about:
THE REALITY
DigiMarCon
DC
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July
2023

7. 9/10
brands produce
content
(a $412B industry)
4/10
are using it to
effectively reach
business goals
[Source: HubSpot Research, North American Survey, Jan - Feb 2020]
Content is currency for business growth
But not all content is created equal
CONTENT HELPS, BUT
DigiMarCon
DC
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July
2023

8. Generally, there are a few common roadblocks …
ROADBLOCKS
DigiMarCon
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July
2023

9. It’s a corporate culture thing.
CORPORATE CULTURE
DigiMarCon
DC
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July
2023

10. effing
You have
the owl
problem.
THE OWL PROBLEM
DigiMarCon
DC
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July
2023

11. Things to say about
your space
You see
the world
through
brand
colored
glasses.
Things to
say about
your brand
BRAND-COLORED GLASSES
DigiMarCon
DC
|
July
2023

12. Embracing audience
data in the right way:
● Can help change your culture
● Solves the owl problem
● Operationalizes audience centricity
EMBRACE AUDIENCE DATA
DigiMarCon
DC
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July
2023

13. What We Care About What They Care About
How we serve our
communities and what we
sell to them.
Their pain points, to-do lists
and aspirations.
How what makes
you special solves
their problem
Point of Relevance
BRAND PURPOSE AUDIENCE INSIGHT
POINT OF RELEVANCE
But, where to start?
DigiMarCon
DC
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July
2023

14. 5 ways to close the gap
on the Venn diagram
3 real-world examples
from award-winners
SOLVING FOR RELEVANCE
DigiMarCon
DC
|
July
2023

15. 1. Conduct a media study
MEDIA STUDIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
What can you
learn from your
audience’s
media habits?
DigiMarCon
DC
|
July
2023

16. 1. Conduct a media study
MEDIA STUDIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
DigiMarCon
DC
|
July
2023

17. 1. Conduct a media study
MEDIA STUDIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
DigiMarCon
DC
|
July
2023

18. MEDIA STUDIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
1. Conduct a media study
DigiMarCon
DC
|
July
2023

19. 2. Lurk to learn
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
What can you
learn by
lurking?
DigiMarCon
DC
|
July
2023

20. 2. Lurk to learn
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
DigiMarCon
DC
|
July
2023

21. 3. Conduct a search party
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from the supply and demand
of keywords searched in your community?
What emerging
opportunities
can you identify
in search?
DigiMarCon
DC
|
July
2023

22. 3. Conduct a search party
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from the supply and demand
of keywords searched in your community?
TATTOO REMOVAL (ALL KEYWORDS)
“REMOVE TATTOO AT HOME”
DigiMarCon
DC
|
July
2023

23. 4. Create an industry inbox
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from the supply and demand
of keywords searched in your community?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
What can you
learn from
meta analysis of
your space?
DigiMarCon
DC
|
July
2023

24. 4. Create an industry inbox
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from the supply and demand
of keywords searched in your community?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
DigiMarCon
DC
|
July
2023

25. What can you
learn from what
your friends
and enemies
say?
5. Embrace the love-and the haters
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from the supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
DigiMarCon
DC
|
July
2023

26. “They talk like
Wayne Manor
but we’re more
like Jurassic
Park.”
5. Embrace the love-and the haters
NETNOGRAPHIES
MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from the supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
DigiMarCon
DC
|
July
2023

27. Here’s a behind-the-scenes look at three
audience data-informed content pilots
FOR EXAMPLE
DigiMarCon
DC
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July
2023

28. BACKGROUND
A b2b brand with a clinical
focus wanted to grow
audience engagement.
VET X
DigiMarCon
DC
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July
2023

29. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
B2B CLINICAL BRAND
DigiMarCon
DC
|
July
2023

30. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
B2B CLINICAL BRAND
DigiMarCon
DC
|
July
2023
52%
Veterinarians who would not
recommend a career in the
veterinary profession

31. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
B2B CLINICAL BRAND
“We may wear lab
coats but they’re
covered in pet hair.”
DigiMarCon
DC
|
July
2023

32. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
B2B CLINICAL BRAND
DigiMarCon
DC
|
July
2023

33. WHAT IF
We meet vets where
they actually are?
DigiMarCon
DC
|
July
2023

34. FOR INSPIRATION, LOOK TO:
How PostSecret turned confessions
into obsession but with an HBR
backbone, designed to showcase
the community of vets we serve.
CONTENT FORMAT: VET X
The idea: Vet X
SERIES IN A SENTENCE:
We know vets are going through it - but they don’t
need to go it alone. This content series tackles a
resonant theme from a 1st-person POV.
WHAT HELPED IT WORK:
● Shows XYZ is in touch with vets IRL
● Taps community voices - and networks
● Mechanism to tackle “heavier” issues
○ This Has Been the Hardest Year of My Career.
Here’s My Trick For Surviving.
○ What I Wish Someone Told Me Before
I Decided to Become a Veterinarian.
○ An Open Letter to Pet Owners, With Love
RESULTS:
● Audience engagement records in email
and social media.
● Boosted community participation
● New revenue streams/products
DigiMarCon
DC
|
July
2023

35. BACKGROUND
A consumer healthcare
provider needs to generate
trust - and appointments.
DEAR DOCTOR
DigiMarCon
DC
|
July
2023

36. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
DEAR DOCTOR
DigiMarCon
DC
|
July
2023

37. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
DEAR DOCTOR
DigiMarCon
DC
|
July
2023

38. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
DEAR DOCTOR
DigiMarCon
DC
|
July
2023

39. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
DEAR DOCTOR
“Nobody smiles
while getting a
colonoscopy.”
DigiMarCon
DC
|
July
2023

40. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
DEAR DOCTOR
DigiMarCon
DC
|
July
2023

41. WHAT IF
We met our audience
In their moment of truth
with an actual expert they
could trust?
DigiMarCon
DC
|
July
2023
DEAR DOCTOR

42. DEAR DOCTOR
The idea: Dear Doctor
SERIES IN A SENTENCE:
We pair search questions with experts who can answer
them in an empathetic, expert-driven, advice-column
by committee called Dear Doctor.
WHAT HELPED IT WORK:
● Directly addressed anxiety
● Showed face/voice of actual expert/caregiver
● Organic search an infinite supply of need
● Willing experts across thousands of fields
RESULTS:
● 40% increase in trust
● Direct pipeline from search to content to appt
● More than $xx,000 worth of search traffic, monthly
DigiMarCon
DC
|
July
2023

43. BACKGROUND
A b2b contractor needs
to influence hard-to-reach
government decision-makers
on high stakes operations
ONE BIG THING
DigiMarCon
DC
|
July
2023

44. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
ONE BIG THING
DigiMarCon
DC
|
July
2023

45. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
ONE BIG THING
“Good content
gets passed
around like
cigarettes in
prison.”
DigiMarCon
DC
|
July
2023

46. MEDIA STUDIES
What could you learn from reverse-
engineering your audience’s media diet?
NETNOGRAPHIES
What can you learn by lurking in
your communities forums and spaces?
SEARCH QUERY ANALYSIS
What can you learn from supply and demand
of keywords searched in your community?
CUSTOMER/HATER INTERVIEWS
Why do your biggest fans love you and
what provokes the ire of your detractors?
INDUSTRY HEADWINDS
What are the forces at work influencing
the community you serve and sell to?
Guiding audience insights
ONE BIG THING
DigiMarCon
DC
|
July
2023

47. WHAT IF
We packaged our
expertise in formats
designed for how
business is actually
conducted?
ONE BIG THING
DigiMarCon
DC
|
July
2023

48. The idea: One Thing
SERIES IN A SENTENCE:
One expert, one bold idea - boldly stated with the
help of a Wall Street Journal writer - about the
future of global health.
WHAT HELPED IT WORK:
● Packaged in bullet form
● Written in the style of top-read publications
● Featuring the expertise of the working team
trying to land the deal
● Designed as an email-follow up
RESULTS:
● Top-performing pieces
● Contributed to $$$$$
ONE BIG THING
DigiMarCon
DC
|
July
2023

49. WHERE THE DATA LEADS
When content is
“like cigarettes in prison”
When content can
solve real problems
When content can
solve for “I feel seen”
Mileage varies. But data guides.
DigiMarCon
DC
|
July
2023

50. DEVELOP PILOT
CONCEPT
All of these programs
started as pilots.
Success = iteration and improvement through
test-and-learn feedback loop:
● Study your target audience
● Develop a pilot concept
● Test, learn and iterate
GETTING STARTED
DigiMarCon
DC
|
July
2023

51. WAIT!!!!
Revmade.com/Subscribe
Every Friday AM we send our audience
behavior obsessed newsletter.
Thank you!
SUBSCRIBE AND THANKS!
DigiMarCon
DC
|
July
2023