Building audience insight

by: Lauren Thomas
Content Manager

Excellent content marketing begins and ends with knowing and understanding the audience.
We’re taking a closer look at the thinking behind the content you see on your feeds and screens every day.

Have you ever noticed a product served to you at the exact time you needed it or a blog topic from one of your favourite brands you recently researched? These are not coincidences but perfectly synchronised responses to customer behaviour.

Understanding why your customers buy your products/services and what mindset they’re in when they purchase is vital to creating an effective content strategy and improving your return on investment when it comes to the cash you splash on content marketing.

Gather your audience data

Most businesses focus on the what, when and how their customers buy from them, looking at buying signals, frequency and popular sales trends, but this kind of insight misses the vital ‘why’ ingredient. Solid insight can tell you what information your audience is looking for and also how they’re feeling.

Using insights from Google Analytics to better equip your content marketing team with valuable data is the top place to start. Through their behaviour on your website, social channels and beyond consumers will reward the brands who remain relevant to them and deliver useful experiences.

Jonathan Meltzer, Director of Ads Marketing, Measurement and Platforms at Google explains: “Relevance is not created overnight. Brands that organise audience insights and use customer data effectively will be best positioned to appeal to their target and increase the impact of their campaigns.”

To tailor marketing messages you need to create content that resonates with audiences on an emotional level. To be ‘thumb stoppingly good’, it then needs to hit your prospect customer at just the right moment. Great content recognises a mood and makes the audience feel it’s been created to meet their needs.

Create impactful content

So how do you take insight to impact? After analysing all of the data it’s time to decide what type of content will best serve each need. At Something Big we employ ex-Googler, Lazar Dzamic and media strategist, Justin Kirby’s ‘HHH strategy’.

Help content
Holds onto audience attention for longer and nurtures a rapport with audiences by providing practical ‘how to’ style information.

Hub content
Helps brands hook their audiences in and come back for more, driving that relationship and building loyalty.

Hero content
Grabs the attention

The HHH strategy forms the basis of a successful content marketing plan. Brands that successfully deliver all three of these types of content will be successful in pulling audiences through the sales funnel from cold prospects through to brand advocates and conversions.

We will be exploring these three types of content more deeply in our content blog series so keep your eyes peeled.

If you are struggling with your content strategy and would like to talk to us about how we can help, reach out by emailing