What’s in your audience’s media diet?
The media diet is what your audience consumes, what content helps form their world views on everything from politics and pop culture to business and marketing. “You are what you eat” has never been more true than today. If we want to be as closely aligned to our audience’s interests as possible, we should be aligned with what they know.
It’s really hard to explain something completely net new to a person without referencing what they already know. Ask someone to explain blockchain if you want an example of how badly that can go.
So, if we instead know what the audience is already consuming, we will obtain a better idea of what we can build on in our marketing. A media diet assessment helps us align messaging, choose copy for blogs, email newsletters, and even advertisements.
What does this look like? As an example, we’ve started work on updating our 2019 trends report for a mid-year assessment. What’s caught the eyes and ears of marketers since the new year?
Here’s our process for building a media diet assessment:
- First, we download the top 50,000 news articles and blog posts on marketing since the new year, ranked by clicks and shares. The most clicked, most shared articles have the attention and engagement of the audience.
- Next, we start mining the articles to see what words and phrases are most prominent, using a machine learning library created by Facebook that digests text very efficiently.
- Finally, we score the most prominent words and phrases by how often they’re searched, and forecast based on that data.
Why this methodology? It’s a complete circle of the audience’s journey, from what they’re shown by the media (attention), to what they click and share (engagement), to what they’re so interested in that they search for it (intent). By understanding the media diet from start to finish, we understand what’s really resonating with you.
Follow this process for your own audience to make sure you stay in tune with them. If you’d like some help, let us know.
In this week’s Bright Idea, we’re highlighting our opening keynote at this year’s NEDMA direct marketing conference. Watch this talk for the most current applications of AI for marketing, especially direct marketing.
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Trust Insights (trustinsights.ai) is one of the world's leading management consulting firms in artificial intelligence/AI, especially in the use of generative AI and AI in marketing. Trust Insights provides custom AI consultation, training, education, implementation, and deployment of classical regression AI, classification AI, and generative AI, especially large language models such as ChatGPT's GPT-4-omni, Google Gemini, and Anthropic Claude. Trust Insights provides analytics consulting, data science consulting, and AI consulting.
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