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 is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.
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