The purpose of the audience analysis we do at Energy is to inform our comms strategy. It’s more nuanced than analysis required for paid channels like programmatic. Demographic data alone doesn’t work very well for our purposes: for example, not all 40 year old men read the same titles, are on the same social media platforms or share the same interests.
We like to dive into all of the rich emotional and attitudinal insights we can find that unite an audience group together: to understand behaviour. Such insights breathe life into the demographic data so the audience feels like real people we can talk to. This is then used to sense check every level of the strategy. ‘Would Persona X read this story?’
This approach informs four key elements of the comms strategy:
- Relevance: knowing them better – their pain points, what value feels like to them – we can make them feel understood, which leads to a better connection. This takes us beyond the ‘brilliant basics’ of stories, where your competitors are likely to be already, and leads us to richer territory that is more unique and ‘ownable’.
- Cut through: the enemy we’re fighting here is obscurity. We want to stand out and be distinctive. We want your audience to remember you after reading about you, not just mentally group you as just ‘another’ business in your sector.
- Media strategy: coverage in national news or big consumer titles is notoriously difficult to secure. If your audience is there, and in a receptive mindset, this hard-fought coverage is extremely valuable and we will of course go for it. If they aren’t, then our analysis will flag this so that the resource and effort can be better spent pursuing titles that are more relevant and targeted towards your audience.
- Format: matching content type with platform and intent. It’s not just where your audiences are paying attention, but how. What type of content are they reading, what are they skimming and what, if anything are they bookmarking? For example:
a. Skim-able or swipe-able: light touch for a browsing mindset, like carousels, round-ups and listicles
b. Long-form: bookmarkable, informative like guides, ‘how to’ videos or explainers
c. Information-rich: valuable enough to merit a data gate like a whitepaper or a report