Creating Content Informed by Audience Analytics

By Andrew Davis | Published: July 28, 2010

Finding the right tone and voice for your audience isn’t always easy. Sometimes, finding an analogy, a case study or even a local reference that will engage your audience can mean the difference between an effective piece of content and just another article.

That’s where a deep understanding of your audience can really help.

Online tools can help you uncover your audience

I spend most of my day researching audiences online. My goal is to learn as much about their habits, passions and pain points as I can. There are some really powerful tools online that can make this task a lot easier and more insightful.

I’ve put together a short (five-minute) video screen cast on two of my favorite tools. Take a look and see what you think.

Deep analytics for free

Both of these tools, Compete and Quantcast, are free to use and especially good for collecting data. You should immediately start tracking your audience using both of these tools.

Now, this isn’t all either of those tools do. In the coming weeks I’ll help you understand how you can use these tools to learn even more about your audience.

What tools do you use to build a comprehensive understanding of your audience and their content needs and habits?

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Author: Andrew Davis

Chief Strategy Officer, Co-Founder, Tippingpoint Labs Andrew founded Tippingpoint Labs with journalist James Cosco. Since then, he’s spent countless hours exploring the online universe and building a methodological approach to developing digital strategies that drive revenue or reduce costs. Follow me on Twitter @TPLDrew.

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  • http://blog.tippingpointlabs.com/blog tpldrew

    Looking forward to hearing your feedback on the animation and the approach. Thanks for inviting me to post.

  • http://www.contentmarketinginstitute.com/ Michele Linn

    Thanks for the great post. Not only are Compete and Quancast some tools I want to try out, but I think the video was really well done – engaging and informative. What tool did you use to create the opening?

  • http://blog.tippingpointlabs.com/blog tpldrew

    Michele,
    Thanks a ton! Hopefully I can do one for next week… as a follow up.
    Thanks,
    drew

  • http://twitter.com/ContentKeith Keith Wiegold

    Andrew: terrific post! I use both Quantcast and Compete – awesome tools. And, of course, I receive your RSS feed… :)

    Thanks for the creative presentation.

    Keith Wiegold
    @contentkeith
    keith@nutlug.com

  • http://blog.tippingpointlabs.com/blog tpldrew

    Keith,
    So glad you liked the post and the video.
    I use Compete and Quantcast on a daily basis.
    Stay in touch!
    Thanks,
    Drew

  • http://twitter.com/RedlinCook Elise Redlin-Cook

    Thanks for this post! I use Quantcast regularly, but am not as familiar with Compete. Can't wait to hear more about how you use these tools to pinpoint and speak to your desired target audience!

  • Simone

    Good afternoon! These tools are only for USA?
    Thank you.

    Simone (Brazil)

    • http://blog.tippingpointlabs.com/blog tpldrew

      Simone,
      Thanks so much for your interest. Yes, unfortunately, both of the tools covered above are only for the US (although you can install the code on your site and use their analytics to the best of your ability.)

      Let me know if you find the Brazilian equivalent.
      Thanks,
      Drew

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