Research to Target Content for Better Impact
Getting applause for your content isn’t enough. So while Facebook and YouTube likes are nice, it’s more important to know if you are engaging the right community, and causing them to change knowledge, beliefs and attitudes—the precursors to behavior change. You can use embedded polling, an online survey, a focus group or a full-blown pre/post study—anything that will give you some data to make decisions about what kind of content to create, and how to deliver it more effectively.
There are plenty of great tools out there to help you discover what motivates your audience.
www.batchgeo.com also helps you map your data–literally, on a map! (although it wouldn’t let me put US and international locations on the same map, hmm.)
Don’t forget you can also survey in person. For example, here are the results of a quick in-class survey from my workshop on Researching Your Audience for Better Content Impact this morning at #NABShow in Las Vegas. Thanks to my terrific—and, as you’ll see, geographically diverse—participants, we had a great session.
Sample size: 37
Average age: 36
US Geographic Diversity http://bit.ly/PN2gJU
Top reasons for coming to #NAB: Checking out post production technology, trans media, gear: camera, lighting and audio; digital publishing ; how to develop engaging material for internal audience; how to get more views on content; discover what production is like outside our country.
Amy DeLouise is a content producer who cares about research and speaks at major conferences and events. She tweets @brandbuzz.
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