IT TAKES TWO: THE CONFLUENCE OF CONTENT

STRATEGY & MARKET RESEARCH

Norris a. a. Rowley jr. Director, Audience & market research

iacquire

@norrocwell  

@norrocwell iAcquire.com

@copydev

Devin Asaro Director, Design & Content Strategy

Operative

@copydev  

THE MARKET RESEARCH PROCESS

@norrocwell iAcquire.com

PERSONA BASED MARKET RESEARCH, IN CONTENT STRATEGY?

HOLY MARKET RESEARCH BATMAN!

@norrocwell iAcquire.com

Batman, you got your market research in my content strategy!

You got your content strategy in my market research!

@norrocwell iAcquire.com

MARKET RESEARCH WORKING WITH CONTENT STRATEGY… WAY TOO COOL.

SO HOW DO WE DO IT?

@norrocwell iAcquire.com

THE CONTENT STRATEGY PROCESS

If market research is not done simultaneously

with content strategy, it’s probably not being

implemented at all.  

@copydev

@copydev

Content

Strategists Aren’t

Reading

Your Market

Research Reports  

Creative-based content strategy doesn’t look

different than data-driven content strategy.

it just doesn’t perform as well.

@copydev operative.com

@copydev @norrocwell

You need

two cooks

in the

kitchen.

@copydev

@copydev @norrocwell

THE NEW WORKFLOW

The content strategy order of operations…

Discovery

Appraisal

Staging

Creation

Optimization

Measurement

iacq.co/10vKlHg

@NORROCWELL & @copydev

DISCOVERY @NORROCWELL & @copydev

@NORROCWELL @copydev

Content Strategy Market research

What is important

to the client’s

business?

What is important to

the audience?

APPRAISAL @NORROCWELL & @copydev

@NORROCWELL

Content Strategy

What is important

to the client’s

business?

What is important to the

audience?

Market research

Customer Focus

STAGING @NORROCWELL & @copydev

@NORROCWELL @copydev

Content Strategy Market research

Copy Brief/Content Plan

Annotated Wireframes Persona data

CREATION @NORROCWELL & @copydev

@NORROCWELL @copydev

Content Strategy Market research

ENGAGEMENT INSIGHT The persona lives a fast-paced life and doesn’t spend a lot of time combing the internet for information, which poses some challenges when attempting to capture their attention. Because of these challenges the best way to engage this persona is with a newsletter signup function on the homepage. Or videos that displays the services that are offered, while also touching on the overall company culture. Place a face with a brand/company resonates very highly with his segment.

OPTIMIZATION @NORROCWELL & @DEVSARO

@NORROCWELL @copydev

Content Strategy Market research

Digital Behavior This segment are enthusiastic users of the Internet for

communication, information and fun. They spend a lot of time

online chatting with friends via instant messaging and social

networks. They head to media websites daily to get the latest

cultural/business news (Wall Street Journal, CNN, Forbes and

Entrepreneur) or sports scores (Yahoo Sports, ESPN).

Although many are reluctant to buy products online, they like to research them on websites before making a purchase.

MEASUREMENT @NORROCWELL & @DEVSARO

@NORROCWELL @copydev

Content Strategy Market research

•  Fuse Deliverables

•  Integrate the discovery process

•  Restructure channels of communication

•  Be an advocate for market research

Key

Takeaways

@copydev @norrocwell

THANK YOU