Following on from Part One of this series where the topic of influencing brand perception was discussed, this new instalment looks at how content can help you tap into the mindset of the people you’re trying to sell to.
Part two: to gauge public opinion
Pretty much any content related book, article or conference talk you come across will at some point mention the term ‘audience-focused content’. As a phrase and a concept, it’s a simple one – create stuff that people are going to want – but the cogs that sit behind it can be both complicated and costly.
Rather than researching what people want then creating content to reflect that, there’s an argument to say your content could actually be your research method. By publishing then assessing how people react to what you put out there, the data can be used to create something bigger and better, or to inform other business actions.
Pre-internet (a scary thought) I recall being involved in various focus groups asking me what I thought of this pair of trainers, chocolate bar or gadget. For a handful of spotty-faced opinions, that would have involved the rigmarole of contracting a market research company, finding some willing participants, hiring a venue, recording the proceedings and collating the findings.
These days you can just put up a vote on your Twitter feed.
Which of these packaging designs do you prefer? Should we serve a sour cream dip or salsa with our wrap? Which of these do you think should be our new TV ad? What should our new album be called?
People are used to being asked questions by brands, and companies are using these valuable contributions (along with other forms of data) to validate their marketing and product development efforts; “Our fans prefer the red one” is a perfectly valid rationale to bring up in a board meeting.
Ignore this opportunity at your peril.
Everton Football Club have a proud traditio…
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