The most successful content intersects what a business wants to achieve and what their audience needs – this is the sweet spot. Many businesses choose to guess what they think their audience needs but we firmly believe that the insights you get from audience research – actually talking and asking questions of your target audience – means you’re creating content that responds to their needs, goals, motivations and frustrations.
To make sure Project Alfred knew who their audience was, we conducted in-person user interviews with financial decision-makers to find out what makes them tick. We become experts in how they operate online and offline, what their motivations, frustrations and goals are, and what kind of language they use day-to-day.
The outcome was a series of personas that paint a detailed picture of who the Project Alfred audience is, which has helped fuel every other element of their content and digital marketing strategy.