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10 ways to get “look at me” content – Part 2

Here you will find another five tips on how to create newsworthy research content.

Here’s the second part of our top 10 ways to get “look at me content”. For numbers 0-5, visit our earlier blog here

6 – Different analysis techniques

In a world overwhelmed with content, and increasingly overwhelmed with standard survey statistics (65% of millennials shop on their tablet – so what?!), it’s essential to think about what else the data can be used for.  Often what you have can be cut and analysed in different ways to offer a new angle or story.  This may also provide you with data you can use for long term strategies, rather than one-off content pieces.  Options for analysis techniques include:

  • Personas – When we talk about personas we mean data-driven ones (segmentation) rather than generalisations
  • Gap analysis – For example, comparisons between different groups, or year on year trend data, or age, or gender, the list goes on!
  • Indices – A great example of this was Sainsbury’s Cooking Age where adults were indexed against the national curriculum and then looked at the ‘cooking age’ of different age groups – read more here 
  • Multivariate analysis – Often people get stuck on looking at each question’s data independently, but when you analyse this with other questions (variables) then you may well find some striking statistics which help to support your story
  • Brand maps – These are one of our specialties – we can map brands against different attributes and associations, alongside competitors to give you insight into where your brand sits within the market
  • Word association maps – These are similar to brand maps but used in more commercial/consumer ways.  For example, you could try to understand what words and phrases are associated with different locations, and whether these fit with where you are placing products

7 – Expert or academic input

Including quotes or research from academics or industry experts can give your content and survey findings more relevance and credibility.

8 – Gap analysis and ‘compare & contrast’

Multi-country study? Fab! Go ahead and see what those country differences are – these are immensely interesting and useful to marketers and sales teams (see our blog on multi-country studies and how to use the data). Gender and age differences can have a big impact (if the difference is large enough), and regional differences can also help sales and marketing teams to adapt their campaigns.

9 – Sex

OK, so we aren’t advocating using a bikini-clad woman to advertise mortgages.  Sex doesn’t sell in that way.  Sex works when it’s relevant, when it’s subtle and when it’s humorous and certainly not when it’s degrading.  Word of warning – we have seen mixed results incorporating sex into content creation in the US.

10 – One thing not to do…

Do not be obviously self-serving.  Of course the campaign and story needs to build awareness of the client’s name, their industry and maybe even a specific product, but this needs to be done with as much subtlety as possible.  Consumers are not stupid and can easily see through something which is aimed to only benefit the brand, and not them.

For more information on how we can help with content creation simply drop us an email at team@sapioresearch.com.

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