Investigating new content marketing opportunities to build clients for a media company
A major media company publishes a custom magazine for large financial services company. This magazine is designed to provide targeted individuals with information about the personal financial issues they face during major life events. The company and its client were interested in understanding reader reaction to the publication, its value relative to other media, and how it could be improved.
Method:
Recipients of the publication were interviewed via telephone and online. Information was obtained about audience reach and composition; content and formatting ratings and open-ends; and Influences on attitudes and selected behaviors.
Result:
Readership was high and positive. Advanced modeling showed clearly discernible effects on attitudes and behavioral dispositions. Opportunities for improving reader engagement were recommended and a profile was developed to specifically customize material for individuals with higher loyalty potential.