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Content is king! - Bill Gates
Most of the marketing activities are held online nowadays. That, of course, makes perfect sense since most brands’ target audiences are actively present on the internet. Your potential customer is most likely on the web at this moment, sharing willingly about his/her interests, and engaging with the contents they are interested in on a daily basis. This means you don’t need to do door-to-door marketing or cold calling to sell anymore.
We can’t emphasize enough the opportunities come with target market analysis done online. The problem is, though, the internet is one huge chaotic arena. Especially social media... It’s not easy to comb out your potential customers, and the content they are interested in in this clutter. Luckily, there are some practical ways to do it.
For many reasons. First of all, knowing your audience’s most engaged contents enables you to create your own original content that will appeal to them. You'll know what to write and how to write. You'll make them spend more time reading, watching, and/or listening to your content. By doing so, you'll have more opportunities to express your brand to them better and to form a strong bond that will lead to brand loyalty and brand affinity.
Second, knowing what content your customers are engaging with on the internet equals to knowing where they are. It's like knowing which locations in a bazaar are more populated with your target audience. When you have this information, you'll understand where to greet your potential customers, meaning where to advertise. This will optimize your media buying spending dramatically. For example, if your analysis tells you that your customers spend their time-consuming content about fantasy novels and stories, you’ll know that spending most of your media buying budget to advertise during the series finale of the Game of Thrones might make more sense than advertising anywhere else.
Third, if you know what content your customers are more engaged with on the internet, you can get the most exciting and compelling collaboration ideas with other brands. For example, the market analysis tells us that GoPro is the most popular action camera amongst extreme sports lovers. When the market research showed that the customer base of GoPro regularly engages with content created by RedBull, these two brands formed an exclusive global partnership in 2016.
The first step to finding what content your target customers are interested in online is to identify them. An excellent place to start is your existing followers. By analyzing your current customers' accounts on social networks, you can have an idea about what content they are interested in based on their engagement. You’ll notice that their clicks, shares, and likes will start to reflect a pattern. For example, you might see that most of your customers care about environmental issues and support social responsibility campaigns about this subject. On the other hand, you will realize different patterns on their age, gender, active hours, etc.
The problem with the method mentioned above is that it’s very burdensome to collect and process enough data to make the right assumptions and build an effective content marketing strategy. This is where Kimola comes into play. Thanks to its AI-Powered anonymous profiling, Kimola profiles thousands of people anonymously in real-time through their social media activity. It allows you to understand your customers better by telling you about their most engaged contents.
Kimola’s “Most Engaged Contents” feature makes it very easy for you to see what specific contents your target audience is interested in. For example, the “News” section on Kimola’s Social Research Platform will not only tell you where your audience is getting their news from but also what specific articles they were most engaged within a given period. You will also find this type of specific results when it comes to which TV shows they watch, which specific tweet from which specific influencer and/or celebrity they are most engaged with, etc. Moreover, you can easily filter these results based on the gender and age group of your audience, and you can also see when their active hours of the day and active days of the week are. In other words, with Kimola, you won't need to guess which content your audience might be interested in, you'll know exactly which content they are most engaged with.
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