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Content Strategy + Market Research

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

Editor's Notes

  • 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
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