FLYCAST MEDIA

THE COMPLETE GUIDE TO DOING CONTENT PROPERLY

CHAPTER 1

DOING YOUR RESEARCH

FLYCAST MEDIA

CHAPTER 1 | DOING YOUR RESEARCH  

Who are your target audience?

Can you picture them? Do you know what they like? Do you know what key problems they face?
If you don’t know, it’s time to start learning about conducting proper audience research, before you even start thinking about putting together a content strategy.

Think about it this way: You need to ask a favour from someone over the telephone. You have no idea who they are, what their interests are, what their pet peeves might be or what makes them tick. Without any of this information, convincing them to help you out is going to be pretty difficult.
"The better you know your target audience, the more relevant you can make your content."

INTERVIEWS

There’s nothing like one-to-one interaction for learning about another person. That’s why conducting a series of customer interviews can be so revealing. Talking to real life customers will generate a wealth of information about the kinds of people you’re serving as a business, and it can even give you a few pointers to help change your company for the better.
“There’s nothing like one-to-one interaction for learning about another person.”

HOW TO FIND CUSTOMER CANDIDATES

So how do you find customers to take part? And how can you persuade them to join in? As a society we’re all pretty busy, which makes collaring suitable customer candidates a bit of a challenge. There are, however, a few tactics you can try...

  • HOW TO FIND CUSTOMER CANDIDATES

This isn’t always the most effective method but it is relatively cost-effective and can pay off. If you are considering sending out unsolicited emails or making cold calls to customers and inviting them to take part in an interview, take care, you could put them off for life. Craft a good script for calls and write a heartfelt email template with personal recipient-focussed touches to give yourself the best shot. If you do have a decent budget available, offering incentives and discounts will boost your chances.

FOR ALL PARTICIPANTS

DEMONGRAPHICS

  • Age, gender, marital status, family (kids/no kids) etc.
  • Educational background (level attained, place of study, area of study)
  • Career path (how did they get to where they are today?)

FOR ALL PARTICIPANTS

DEMONGRAPHICS

  • Age, gender, marital status, family (kids/no kids) etc.
  • Educational background (level attained, place of study, area of study)
  • Career path (how did they get to where they are today?)

IS

Friendly

IS

Friendly

GOOD EXAMPLE

– “Hi guys!”
– Contracted forms
(Don’t, can’t, won’t)
– Simple (“cry” rather
than “lacrimate”,
“drove” rather than
“transported”)

GOOD EXAMPLE

– “Hi guys!”
– Contracted forms
(Don’t, can’t, won’t)
– Simple (“cry” rather
than “lacrimate”,
“drove” rather than
“transported”)

ISN’T

Unprofessional

ISN’T

Unprofessional

BAD EXAMPLE

– “Yo dudes”
– Slang terms “Bare
good”
– Elided words
(“nuthin’”, “kickin’”)
– Profanity

BAD EXAMPLE

– “Yo dudes”
– Slang terms “Bare
good”
– Elided words
(“nuthin’”, “kickin’”)
– Profanity

BONUS INDUSTRY TIPS!

  • Branch out. If you can only access a small customer base or struggle to find interview participants, consider partnering with a company or publication in a similar sector with a similar demographic to your own. Pooling your information will give your research greater statistical significance.

  • Branch out. If you can only access a small customer base or struggle to find interview participants, consider partnering with a company or publication in a similar sector with a similar demographic to your own. Pooling your information will give your research greater statistical significance.

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