Differential ethnography is a method of audience research that is used in content strategy to analyze the context of content consumption. It is based on the existence of patterns of apprehension of information that, in turn, obey internal routines. The researcher tries to determine what is a priority, what is more comfortable and what is culturally acceptable to the subject.
Use of bodystorming in complex communicative processes
The bodystorming method allows the creation of content maps adjusted to the context of information consumption, within a content strategy. The technique is used in complex communicative processes, such as online financial information, the management of collaborations of different types or the creation of manuals instructions omnicanal. This post explains the characteristics of the method.
The renewed technique of diaries in audience research
The diaries technique for audience research takes on a new role in content strategy. This method provides a profile of the audience, the description of the context of content consumption, the perception of quality of content and appropriateness of content map for the receiver. The results of the technique must be analyzed by methods of content research.
The contribution of an estonian museum in the institutional content strategy
An investigation of four years in a museum of Estonia led to a Decalogue on the institutional content strategy that has changed the way we communicate institutions. The Estonian model is based on audience research, extension of institutional territory to virtual spaces and content creation to facilitate participation.
The enormous difficulties of creating content for children
There is a very noticeable difference between content created for an audience of kids and infantile content. Sometimes the child is not the audience that claims the content. Content strategists have to change the way they relate to things and concepts. Teams content strategists must equip itself with an expert in pedagogy able to review and correct output messages.
The Q-Method of audience research in content strategy
The Q-Method, invented in 1935, is used since the 70s to investigate television audiences. Content strategists use this method when dealing with very large content maps and cross-content, with huge amounts of messages published in various models and technological formats, or when the messages are the result of an intensive production system. This post explains how.