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CONSUMER YOUR BRANDED CONTENT MUSE
H O W T O M A K E T H E
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INSPIRATION CAN COME FROM ANYWHERE. A GOOD IDEA CAN HIT YOU WHEN YOU’RE IN THE SHOWER, PLAYING PING PONG AT THE OFFICE, OR AT HAPPY HOUR WITH YOUR TEAM.
But most great ideas are ignited by a deep understanding of your audience. How do they live? What motivates them? What inspires them? A strong foundation of consumer knowledge provides creatives with the quality canvas they need to paint inventive, compelling and impactful branded content concepts.
It’s time to open up your creative process and let the consumer become your muse. Here are the four best ways to achieve your marketing goals by letting audience insights guide your branded content.
I N S I G H T N E E D
I WANT TO MAKE SURE THAT I HAVE THE RIGHT TONE AND VOICE FOR MY CONTENT.
I N S I G H T S O L U T I O N
Get there by understanding how
various categories of content impact
user mindsets. With this understanding
you can aim to speak to a consumer’s
positive mindset with more uplifting
content, and avoid the negative.
S E E I T I N A C T I O N
DreamRite is a natural, over the counter sleep-aid to help adults with sleeping issues. DreamRite’s main
objective is to position themselves as a leader in health and wellness.
Based on AOL research, DreamRite learned that the health and wellness category evokes both positive and
negative feelings in consumers. It can give users feelings of calm, tranquility, and peace, but it can also elicit
negative mindsets — like confusion or feeling overwhelmed.
Based on these insights, DreamRite created content that made consumers feel empowered or peaceful,
steering away from content that would confuse or overwhelm them.
For example, let’s say Jenny jumps online to find out why she’s been having trouble sleeping.
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Align your brand with positive feelings on health
by creating content that makes Jenny feel more
empowered and assured.
Examples:
• Guide to relaxing before bedtime
• Ways to improve sleep
Use concepts that feed Jenny’s negative
mindsets, thus making her feel more confused
or overwhelmed by her health concerns.
Examples:
• Ways to know you have sleep insomnia
• Reasons why you can’t sleep
DO DON’T
I N S I G H T N E E D
I WANT TO MAKE CONTENT THAT IS RELEVANT FOR THE MAJORITY OF MY AUDIENCE.
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I N S I G H T S O L U T I O N
This can be accomplished by leveraging
not only demographic and behavioral
insights, but the full scope of motivations
that drive people to interact with certain
types of content.
Based on AOL’s “Content Moments”
research, we know that eight moments
define consumer content experiences.
By planning around consumer behavior
in these various moments, advertisers
can develop content that drives them
toward engagement.
Through what we call a “portfolio
approach,” you can expand your reach
by developing content for the different
moments consumers are likely to be
immersed in.
S E E I T I N A C T I O N
Again, DreamRite wants to position themselves as a leader in health and wellness. To better understand
how audiences interact with health content, we uncovered the top content moments within the category,
encompassing specific motivations, emotions and outcomes.
Consumers are overwhelmingly in the FIND moment when consuming content in the health and wellness
category. But to maximize touchpoints with consumers, DreamRite created relevant content in multiple
moments, including COMFORT and INSPIRE. DreamRite developed a portfolio of content to reach users in
these key health content moments, including:
• 5 Ways to Get Better Sleep Tonight [FIND]
• Why Millions of People Need Help with Sleep [COMFORT]
• These Celebrities Say Sleep is Key to Happiness [INSPIRE]
Not only did DreamRite’s concepts resonate with audiences based on their motivations, but they expanded
reach by developing relevant content across multiple key consumer moments.
MOMENTS
FIND45% of online content moments
COMFORT17% of online content moments
INSPIRE17% of online content moments
MOTIVATIONS
Seeking answers and researching something specific
Seeking support and insight
Seeking fresh ideas, ready to try something new or think from a different angle
Focused and motivated
Tense, frustrated and anxious
Relaxed and inspired
EMOTIONS
Ready to act
Feeling a better sense of understanding
Primed for further action
OUTCOMES
I N S I G H T N E E D
I WANT TO KNOW WHICH TOPICS MY TARGET AUDIENCE CARES ABOUT MOST.
By further analyzing the MaxDiff data, you can also understand which topics drive incremental appeal, thereby
broadening the total appeal of the content within the program. Broad topics must go live first in order to build trust
and relevancy among the larger audience. Later, narrower topics can be introduced to niche targets.
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I N S I G H T S O L U T I O N
Pre-testing techniques like the MaxDiff
analysis are a powerful indicator of
which topics are likely to resonate with
consumers. The MaxDiff technique ranks
content ideas by assigning them with a
consumer interest score so advertisers
understand their appeal and relevance
against key audiences. This helps guide
and shape branded content programs.
S E E I T I N A C T I O N
DreamRite ran their content concepts through the MaxDiff analysis. Results from the pre-test showed that healthy sleep,
dreams and optimizing sleep ranked the highest in appeal and relevance, while sleep devices and disease ranked the lowest.
TOPICS
Healthy Sleep
Dreams
Optimizing Sleep
Devices & Sleep
Sleep & Disease
CATEGORY
What are the main components of healthy sleep? Does length matter more than quality? How does your age factor in?
For all that humans have discovered through science, there’s still so much we don’t understand about what goes on in our brains while we sleep. We likely stand to learn a lot about ourselves and our mental processes from studying our dreams.
From sleep aids to bedroom products, customizing and optimizing sleep has never been more possible. The science and tools are out there to help ensure that we sleep like babies every single night.
Nowadays, we’re always on. Devices permeate our living (and sleeping) spaces and we need to learn how to build our lives around them in a way that doesn’t hinder our health.
Many health conditions can affect our sleep. From ADHD to depression, learn about the relationships between disease and sleep.
180
139
128
40
25
INDEX
100%
90%
80%
70%
60%
50%
40%
30%
Healthy Sleep
Optimizing Sleep
Devices & SleepTroubled
SleepSleepQuality
Sleep & Disease
Dreams
Bedtime
DreamRite maximized engagement among the broadest spectrum of their target audience first through these content categories.
After capturing trust and relevancy among the broadest part of their audience, they addressed their niche market interested in sleep devices and diseases.
I N S I G H T N E E D
I HAVE SPECIFIC QUESTIONS THAT WILL HELP CLARIFY AND STRENGTHEN MY BRANDED CONTENT.
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I N S I G H T S O L U T I O N
Custom category and brand research
can be deployed to answer specific
questions that are not available through
syndicated, industry or past research. The
beauty of custom research is that it can
be completely tailored to an advertiser’s
specific question or need.
Custom research strengthens the
discussion through further education, like
spotlighting the real issues consumers
experience in the marketplace. An example
of custom research is siphoning additional
industry insights that help shape content
concept ideas. Let’s take a closer look at
this tactic.
S E E I T I N A C T I O N
Through custom research on the health and wellness landscape, DreamRite learned that there is a public health
epidemic of sleep: 35% of respondents reported less than 7 hours of sleep during a typical 24-hour period.
Furthermore, 38% of respondents unintentionally falling asleep during the day at least once in the preceding
month. This has trickled into consumers’ everyday lives, with respondents reporting sleep-related difficulties like
concentrating on or remembering things.
Based on these industry insights, DreamRite recognized the need to create content that provides solutions to
consumers’ challenges. For example:
CONSUMER CHALLENGE
Concentrating on things
Remembering things
Sleeping Your Way to Better Concentration
How Sleep Benefits Memory
CONTENT IDEA
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C O N C L U S I O N
Audience insights strengthen content development by giving you a deeper look into the minds of
your consumers. By opening up your creative process to consumers, you can build the captivating
stories you know they’ll want to hear.
INSIGHT NEED
I want to create positive affinity with my brand.
I want to make content that is relevant for the majority of my audience.
I want to know which topics my target audience cares about most.
I have specific questions that will help clarify and strengthen my branded content.
Understand how consuming content in various categories impacts user mindsets, and align with the positive side.
Identify the various moments in which consumers engage with content, and utilize the portfolio approach to expand reach.
Utilize pre-testing techniques like the MaxDiff analysis to indicate which topics will resonate with consumers before the campaign is live.
Custom category and brand research can be fully tailored and deployed to an advertiser’s specific question or need.
INSIGHT SOLUTION
Where Audience Meets Authenticity: Partner Studio by AOL empowers brands by producing best in class storytelling infused with consumer insights. Contact your AOL sales representative for more information on branded content opportunities.
The data and brand in this e-book are not real and are for illustrative purposes only. ©2016 AOL. All rights reserved.