Understanding your audiences | Content marketing conference | 27 April 2017
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Gillian Daines, director and Eleanor Rosenbach, consultant, Forster Communications Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Understanding your audiences | Content marketing conference | 27 April 2017
- 1. Understanding your audiences Creating the right content for the right people in the right place 28 April, 2017 Forster Communications 1 Gillian Daines Eleanor Rosenbach
- 2. 28 April, 2017 Forster Communications 2 About the session Who am I talking to? Where are they? What do they want?
- 3. WHO? 28 April, 2017 Forster Communications 3
- 4. 28 April, 2017 Forster Communications 4 What do you know about your audience already?
- 5. 28 April, 2017 Forster Communications 5 What they think, do, like and listen to • What evidence do you have already? • Other evidence and research available? • Talk to them!
- 6. 28 April, 2017 Forster Communications 6 Look at how their favourite brands create content
- 7. 28 April, 2017 Forster Communications 7 Remember: You are not your audience!
- 8. 28 April, 2017 Forster Communications 8 The process
- 9. 28 April, 2017 Forster Communications 9
- 10. 28 April, 2017 Forster Communications 10 Now you know WHO your audience are… …you know the style, tone of voice, channels and formats they are likely to respond to
- 11. WHERE ARE THEY 28 April, 2017 Forster Communications 11
- 12. 28 April, 2017 Forster Communications 12 What not to do…. We need a 90 second film to: • Show at an upcoming fundraising event for high net-worth individuals • Become sharable social content • Host on our website What’s wrong with this brief?
- 13. 28 April, 2017 Forster Communications 13 Where are they?
- 14. WHAT ? 28 April, 2017 Forster Communications 14
- 15. 28 April, 2017 Forster Communications 15 What… Do you want them to do? • Learn something (awareness raising) • Donate • Take an easy action (e.g. support a petition / share info) • Take a committed action (e.g. behaviour change / attend an event / fundraise) Are you offering what they want? • Warm, fuzzy feeling (I’ve done something good) • Empowerment • A desirable experience • Practical help
- 16. 28 April, 2017 Forster Communications 16 Example 1: GirlGuiding https://vimeo.com/191461276
- 17. 28 April, 2017 Forster Communications 17 Example 2: WWF
- 18. 28 April, 2017 Forster Communications 18 Example 3: Prostate Cancer UK
- 19. 28 April, 2017 Forster Communications 19 Example 4: Tesco
- 20. Forster Communications +44 (0)20 7403 2230 www.forster.co.uk @Forster_Comms Questions? 28 April, 2017 Forster Communications 20
- 21. We are a founding UK B Corp and are committed to be a force for positive change. 28 April, 2017 Forster Communications 21
- 22. We help our clients to protect and improve lives, and deliver measureable value for them, their stakeholders and wider society. 28 April, 2017 Forster Communications 22
- 23. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
- 24. 27 April 2017 London #CharityContent Content marketing – planning, delivering and distributing stand-out content