Speak my language: A guide to audience-centric content development

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Speak my language:A guide to audience-centric content development

August 18, 2015

2©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2

Experian Marketing ServicesConsumer Insights

Audience insightOnline intelligence Consumer research

Changing the way brands understand consumers.


Jennifer GallacherManager, Client

Engagement

Introducing our speakers

John FettoSenior Research and

Marketing Analyst

@ExperianMkt #shareinsight


Agenda

Channel preference

Traditional content

Differentiate personas

Search language


Hitwise® panelNumber of monthly users


Hitwise panelNumber of monthly searches and search clicks

Number of US searches

Number of US search clicks

500 million

300 million

Based on June 2015

Traditional content


ContentWhat are people searching for?


Pet loversContent opportunities


Pet loversHigh interest; low success rate

Search language


SearchAre you speaking a common language?


Case study: SwimwearHow do women search?

Equal incidence of usage of “swimwear” and “swimsuit(s)” by women


SwimwearHow do men search?

Men more likely to use “swimwear” than “swimsuit(s)” but also specify the style (e.g., “trunks,” “shorts”).


Swimwear trendsWhat’s hot

“Long” (“torso” and “sleeve”)“Bra” (“sports,” “built-in” or size)“Plus size”“Modest” “Vintage”


Swimwear trendsWhat’s not

“High waisted”“Cute”“Juniors”“Cheap”“Sexy”

Differentiate personas


Mom segmentsStart with high definition profiles

27%

20% 19%16%

18%

StrivingMoms

ConventionalMoms

AlphaMoms Modest

Moms

Maverick Moms


Striving MomsInterests: Games, dating, pets

Dora games (381)Peppa pig games (308)Paw patrol games (267)eHarmony (243)Dora the Explorer (241)Bearville (197)Gawker (175)Plenty of Fish (164)Pet meds (161)Pet smart (156)

(Index)


Conventional MomsInterests: Crafts, gossip/news, hair

Sesame Street (333)DIY (313)Michaels crafts (263)Michaels coupons (251)Short hairstyles (248)Drudge report (234)Perez Hilton (224)Pinterest (197)Hobby Lobby (168)Hairstyles (119)

(Index)


Investor segmentsMotivated Leaders: Success, strength, image

Motivated Leaders


Investor segmentsThoughtful Realists: Nurturing, privacy, ethicial

Thoughtful Realists

Channel preference


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV MobilePhone

Radio Desktop/LaptopHome

Newspapers Magazines Desktop/Laptop Work

GameConsoles

Tablet PortableMp3

E-Reader

Devices Used in Past Month

Total Motivated Leaders

Investor segmentsMotivated Leaders: Digitally-inclined; mobile


Investor segmentsMotivated Leaders: Digitally-inclined; mobile


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

TV MobilePhone

Radio Desktop/LaptopHome

Newspapers Magazines Desktop/Laptop Work

GameConsoles

Tablet PortableMp3

E-Reader

Devices Used in Past Month

Total Thoughtful Realists

Investor segmentsThoughtful Realists: Traditional media; print


Investor segmentsThoughtful Realists: Traditional media; print

1. Focus on selling your product or service, not your content. Find out what your audience is interested in and deliver content that incorporates your brand message.

2. Understand how consumers speak about your products and services and tailor your search campaigns and website to optimize performance and customer experience.

3. High definition profiles provide deep understandings of consumer motivations, lifestyles and interests. Generate content and messaging for key audience segments rather than one-size fits all.

4. Know the preferred channel/device of your target audience and optimize content to be consumed on that device.

Four things to remember:

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