Content

We wonder why is that over 80% of marketers believe that their content strategy is working yet audiences only ever engage with less than 5% of all content?

The world is waiting for good content and companies see that it is key to success.

Good communicators have known for hundreds of years that people engage with what they are interested in and not what others want to tell them.

We believe effective content can only be constructed and conveyed when brands engage with things central to people’s lives.

Enabled by natural language analysis, clustering and big data, one can establish exactly what conversations interest people and the power the discourse has on motivating behaviour.

We employ a paradigm shifting approach to understand what conversations to approach, which to avoid or reframe for the benefit of brand reputation and profitability.

Method

We have partnered with two leading organisations in the field of narrative analysis to bring a 21st century solution to a 21st century problem – that of creating. Monitoring and adjusting excellent content.

Narrative analysis

• A discovery oriented process.
• Listening to a large volume of relevant conversations in traditional and social media.
• Revealing narratives that represent the underlying beliefs and values that drive public discourse.
• Quantifying effects of the narratives and guiding strategy.

The premise is that by understanding how people are actually behaving and engaging with their environments, one determines peoples’ feelings toward things that matter in their lives.

Influential brands and organisations establish which conversations to join, which to avoid and those that can be reframed; such that they grow their reputations by immersing themselves in the community.

Ideally used for:

• Build brand and reputation
• Reshaping conversations
• Inducing growth
• Measuring impact

Narrative analysis – Process

1. Define: The Inquiry Area.
2. Develop Algorithms, based upon linguistic analytical processes T, the programmes are set to identify all conversations in the defined area
3. Automate: Algorithms are executed within a multitude of digital data applications (Web, social media, images and video, traditional media, internal company files).
4. Collate The algorithms return narrative concepts which are housed with big data sets.
5. Map: The big data is analysed and reduced into the key conversations and their driving elements. These are mapped and consolidated.
6. Review: the outputs are reviewed by linguistic experts and marketers and formulated into content relevant structures.
7. Set Strategy: The strategy elements are discussed and interrogated by subject matter experts (client and consultants) and a strategy set for the conversations and narratives most applicable for effective strategy execution.
8. Execute Monitor and adjust.

Partners and Clients

Partners

• Monitor 360
• Significance systems

Clients

Blogs and Articles

• Content Strategy – Measuring the right things?