Selling an idea, building out a search campaign, planning content or just getting to know your customers, audience research is essential in marketing.
Insight tools such as our own ‘Answer The Public’ have helped hugely in this area. With 138,000 monthly users across 200 countries the tool is helping marketers all over the world with business.
AnswerThePublic presents questions being asked on Google around specific topics. The insights are useful, but knowing how to delve deeper into the research results can be the difference between ‘useful’ and ‘gems of insight’.
Tool super-user Sophie Coley has used AnswerThePublic insights to help create award-winning campaigns for the last five years at search agency Propellernet.
As Audience Strategy Director, Sophie knows how to find the golden nugget of insight that turns a marketing campaign into content the public truly want. She does this for leading global brands Contiki, Kuoni and Westfield and her insights have contributed to winning The Drum Grand Prix and her agency winning European Search Agency of the Year.
Sophie has poured her audience insight knowledge and tips and tricks of AnswerThePublic into new eBook ‘Audience Insight in the age of Google’.
Not ready to buy? Get a sneak-peek of the ebook here.
Here’s what Sophie says…
“It’s my experience that search (Google/Bing) data should be used by teams way beyond the search department of any client or agency. A mountain of anonymised customer data, based on the millions of online searches happening around the world at any one moment in time; it provides deep insight into knowing what customers are looking for, in real time.
“AnswerThePublic uses this data (which search marketers have been making use of for years) and this book focuses on the full potential of that data. Full disclaimer — it’s not a ‘how to do SEO book’. But my hope is that it gives you an insight into the wealth of data that search marketers often hold the keys to and prompts you to think about how you can use it — no matter your role within marketing.”