Developing a one-pager for you audience can be very straightforward and it always starts with understanding your audience and building a narrative to meet the challenges of the advertiser or customer.
- Dig into the data
- Data Points
- Profile Elements
- Building your narrative
Dig into the data
Understanding your audience data is a critical step to writing a great audience profile. Start by reviewing what unique offerings are available to you.
- Do you have subscribers?
- Survey data?
- Why do users visit your site?
- Who are they?
- What are their interests?
The Engagement Report
This report is where you begin to define the value of this audience profile. It's a good practice to check the size of the audience segment, these are the unique users you are profiling. This report will highlight how often your users visit as well as the volume of pageviews and how much time is spent per visit or month.
The Demographics Report
Using this report, you begin to identify key components of your audience. User demographics paint the background of your narrative and set the stage for your audience's interests.
What's the gender split? Which age brackets are most significant?
Content Read Report
Your most viewed articles and channels visited will begin to set the narrative for this audience. What are they interested in? How often do they engage with these articles and channels? What percentage are referred by Google.com, Google.co.uk or facebook.com?
These will vary from greatly by client and/or advertiser. It's important to focus on what audience characteristics they are trying to reach. Ask yourself, which aspects of our unique offering will provide the highest quality of audience for this campaign? Below are just some examples of where you might begin.
- Volume of uniques
- Dwell time
- number of visits in a period
- Demographic split-
- Habits and behavior.
- Volume of pageviews
- Slots viewed
- Articles read
- Surveys taken
- Emails opened
- Rerrer channels
Charts & Graphics are compelling mediums for sharing your narrative. Include clear and concise data sets as in the example at the start of this article.
Keep it simple and focused on the requirements your advertiser is looking to meet.
Building your narrative
Stories are compelling devices to help people engage with your audience profiles. The example template below is just one approach to creating an engaging story around your 1st party data.
- Write passionately about your audience. Your enthusiasm and focus will come through to your readers and make an emotional impact.
- Focus on the data points to describe your users. Who are they? How likely are they to engage in the activities you are targeting? This will help you declare the value of your audience.
- Keep it concise. You won't need jargon or complex terminology. Your advertisers are smart and will appreciate a clear and focused approach to audience value. The numbers speak for themselves.
The [your publication]'s Sports Enthusiasts constantly seek out the lastest scores and updates for their teams and look to the [your publication] to to know which events are coming up and who's on top for the season. As one of our most hyper-engaged audiences, our Sports Enthusiasts average [X number of] pageviews each per month and avidly engage with the [your publication]. Regularly reading both at their desks and on the go, this audience engages with a wide range of content, spanning from Premier league football to Grand Prix Racing. As hyper engaged Sports Enthusiasts , this audience is actively seeking to to buy their favorite team's apparel, the best athletic tech and equipment that the Sports Enthusiasts market has to offer
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