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INSIGHT SOLUTION This can be accomplished by leveraging not only demographic and behavioral insights, but the full scope of motivations that drive people to interact with certain types of content. SEE IT IN ACTION Again, DreamRite wants to position themselves as a leader in health and wellness. To better understand how audiences interact with health content, we uncovered the top content moments within the category, encompassing specific motivations, emotions and outcomes. MOMENTS MOTIVATIONS EMOTIONS OUTCOMES Based on AOL’s “Content Moments” research, we know that eight moments define consumer content experiences. By planning around consumer behavior in these various moments, advertisers FIND 45% of online content moments COMFORT 17% of online content moments Seeking answers and researching something specific Seeking support and insight Focused and motivated Tense, frustrated and anxious Ready to act Feeling a better sense of understanding can develop content that drives them toward engagement. INSPIRE 17% of online content moments Seeking fresh ideas, ready to try something new or think from a different angle Relaxed and inspired Primed for further action Through what we call a “portfolio approach,” you can expand your reach by developing content for the different moments consumers are likely to be immersed in. Consumers are overwhelmingly in the FIND moment when consuming content in the health and wellness category. But to maximize touchpoints with consumers, DreamRite created relevant content in multiple moments, including COMFORT and INSPIRE. DreamRite developed a portfolio of content to reach users in these key health content moments, including: • 5 Ways to Get Better Sleep Tonight [FIND] • Why Millions of People Need Help with Sleep [COMFORT] • These Celebrities Say Sleep is Key to Happiness [INSPIRE] Not only did DreamRite’s concepts resonate with audiences based on their motivations, but they expanded reach by developing relevant content across multiple key consumer moments. HOW TO MAKE THE <strong>CONSUMER</strong> YOUR BRANDED CONTENT MUSE 06
INSIGHT NEED I WANT TO KNOW WHICH TOPICS MY TARGET AUDIENCE CARES ABOUT MOST.
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