What is Audience Analysis?
• In consumer insights, audience analysis refers to researching the
interests, preferences, demographic, location, and other aspects
of a group.
• Audience analysis allows brands to gain a deeper understanding of
their current and potential customers to improve marketing
strategy, customer experience, and brand perception.
Why do we need Audience Analysis?
• Brands understand the importance of targeted marketing.
Facebook and Google’s massive growth stems from their ability to
sell hyper-targeted advertising. With all of the advertising and
marketing technology available, targeting the audience of your
choice is the easy part.
• Audience analysis can be branded or unbranded. Branded analysis
means looking at the audience for a specific brand (Apple,
Microsoft, etc) while unbranded analysis looks at the audience for
the type of product and related topics (computers, tablets,
• For businesses, the best audience analysis gives you deeper
understanding of what compels consumers to support a brand or
make a purchase. While understanding the basic demographics of
an audience is helpful, it isn’t as powerful as understanding the
intricacies of consumer preferences related to your brand and
Ways to do Audience Analysis
1. Use cases for audience analysis:
Audience analysis can take many forms. For example, both
sentiment analysis and image analysis could be used to gain a
deeper understanding of your target audience.
2. Locate an audience:
One of the simplest insights to gain about an audience is location.
You can identify where people are discussing a brand, product, or
any other topic. You can also filter other analysis results by location
to better understand an audience in a specific place.
3. Understand key demographics:
Is the audience mostly male or female? What is the age breakdown
for the audience? These questions help you gain some basic
knowledge about the audience you are analyzing.
4. Track affinities and interests:
Knowing location and demographics is a good start to understanding
an audience, but it isn’t enough for the full picture. Learning what
an audience cares about is key to understanding its members. If
you’re looking at your own audience, you know that they are
interested in your brand or products, but what else?
5. Find new audiences:
Understanding your existing audience is the first step to identifying
opportunities to expand your audience.
Last but not the least…
6. Identify influencers:
• Who influences your audience? Who influences your potential new
audiences? Identifying influencers within an audience can help you
determine your strategy for engaging that audience.
• Is there an opportunity for paying the influencer to promote your
brand? Are there specific celebrities that would resonate with your
audience in an ad campaign?
• Having the answers to these questions will help you boost the
performance of your campaigns by knowing who to partner with
and how to connect with your audience.
• Content strategy concerns itself with the vision—the ins and outs
of how and why your content will be created, managed, and
eventually archived or updated. It looks at all of the content your
customers ever encounter.
• Content strategy: Internal guidelines and governance
Steps involved in Content Strategy…
1. Vision: Know where you're going
• Your content strategy is a guiding light when questions like "what are we
doing?" or "why are we doing this again?" arise.
• You want a strategy that is specific enough to your company, audience,
and circumstances that it can actually provide a framework for
answering those questions.
• But you also want a strategy that is nimble enough to flex and change as
your company, audience, and circumstances do.
• Start with a vision for what you want the company to be in three to five
years, and then work toward a plan of how content will help you achieve
that vision. That's the foundation for your strategy.
2. Define your audience:
The next step in developing your strategy is to figure out who you're talking to.
You're going to want to understand all kinds of things about that audience, like:
1. Demographic info (age, gender, location, etc)
2. Where they are on the net? (What other sites do they frequent?)
3. What channels do they use to communicate? (Is this a Twitter crowd or an
4. Who do they listen to? (Time to figure out who their influencers are.)
5. What are their pain points?
• A content strategy is not complete without a strong understanding of your
3. Content audit:
A very important step in creating your strategy is a content audit—
an in-depth look at the content you've already created. Note that a
content audit is often confused with a content strategy, but really
it's only one part of building an effective strategy.
Step 1: Inventory existing content
To start your audit, first create an inventory of the content you
Step 2: Organize and tag your content
Expand your inventory by describing your existing content against the
• Topic: What is the content about? Does it talk about what you're selling,
or is it more educational? Is it about content marketing, social media,
conversion rate optimization, landing pages, A/B tests, or something
• Length: How long is the piece, and does that affect how it's viewed and
shared by your audience? Do your readers prefer longer, more
comprehensive pieces of content, or do they prefer things short and
• Tone: Is the content funny? Professional? Jargon-licious? Cutesy?
Again, come up with some descriptors that do a good job of
holistically describing your content, and apply them to each
individual piece for your analysis.
• Relevance: How directly aligned with your actual business is the
topic? Does it talk about your products, or is it about something
silly and only tangentially relevant to your business, despite its
obvious appeal to your audience? Make a scale, and know where
each piece of content falls on that scale.
• Datedness: Some content lasts forever, and some most definitely
doesn't. Make sure you know where each piece sits on the scale
from evergreen to kindling.
• Features: What types of content are included, and how are they
delivered? Does it feature embedded videos? Lots of illustrative
imagery? An infographic? Does it have proper SEO markup,
including title tags, meta descriptions, headings throughout,
schema markup, etc.?
Step 3: Add success metrics
Once you've got all that mapped out, you can add success metrics
for each post. These will vary based on the goals you set in your
initial strategy, but the following would be a good start:
• Engagement metrics (time on page, number of pages visited)
• Social shares
• Assisted conversions
Step 4: Analyze the data for patterns and gaps
• You're looking for trends to see what successes you can build on
and what needs improvement. Don't forget to look for gaps.
Sometimes the content you most need is the content that isn't yet
• What if your audience is full of beginners who want to learn from
other people's experience? Looking back through and
classifying/quantifying your previous work gives you a bird's-eye
view of where you've been in the past and where you have yet to
• Once you've set out your vision and compared it to how well your
current content is achieving that vision, it's time to articulate
ways to close the gap. That means setting some goals for your
• Formulate your goals so that they are meaningful, measurable,
and time-bound and that they are things your content can