Do I need personas?
Not to start. Personas sometimes help an internal conversation. For content, what people search and watch is what counts. If a persona does not change which format you make, you can leave it out.
InsightsAudience research
How to analyse an audience
Analysing an audience starts with what people do, not with who they are supposed to be. Search behaviour and viewing data say more than a fictional name and a hobby.
This plan is for brands that have to choose content, not for a thesis.
Which data do you actually need?
Questions people type, videos they finish, platforms where they search. That is enough to start.
Demographics are optional. If they do not change what you make, leave them out. An analysis that does not lead to content is administration.
How do you turn an audience analysis into content?
Each cluster of questions becomes a theme. Each theme gets a format and a channel. That is the bridge to strategy.
Do not write a two-page persona story. Write the questions down, group them, and hand them to whoever produces.
How do you analyse an audience for content?
An audience analysis for content maps search and viewing behaviour and groups it by intent. Palan uses those clusters as the brief for strategy and production. Personas are optional. Without a link to what you make, they add little.
The steps
- 01Collect search questions and viewing data around the brand and the category.
- 02Cut the noise: internal jargon, irrelevant intent.
- 03Group by topic and intent.
- 04Note one content opportunity per cluster: format plus channel.
- 05Hand it to strategy or production.
Further reading
Frequently asked questions
Which tools should I use?
Search data, YouTube suggestions, platform search. Start with what is public plus what you already have. Tools are means. The step that counts is grouping, then translating into content.
How do I avoid a thesis?
Stay with business questions and with clusters you can produce. No life story, no moodboard. If a slide does not lead to a theme, it goes.
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