Kevin Cotch
speaker
113 appearances
1 recordings
1 series
first heard Jan 2025
last heard Jan 2025
Kevin Cotch’s voice in public audio — every appearance, attributed to the second.
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Appearances
Thanks for having me.
I'm excited to be here.
Yeah, it's a good question.
So what we mean by audience first is that we really want to focus on who we're targeting besides the keywords, which typically is the way that I've always experienced it with other organizations in the past is more keyword driven besides audience driven.
The reason for that is because we definitely want to have a better understanding of what our clients are trying or who our clients are trying to target.
then that way we can identify their key motivations, their moments, their milestones, and then map that back to the business outcomes that they've hired us to tackle and and go for.
So then that way we can really uh size the opportunity correctly and really understand our strategy more further of where we can make a custom approach for them as we start to put this together.
So from our perspective, we take a ton of different inputs to identify who that core audience would be.
We definitely partner closely with our clients to get as much information from them as possible.
But there's definitely some gaps typically.
Uh, but luckily we do have really good partners that have a ton of this information already started.
To fill in those gaps, we really take a lot of time and energy to ideate who those people are, like what are their demographics, what are again some of those main milestones or moments in their lives that are not focused only on the business objectives.
And really break it down into like the person and their environment and then have a like an overlapping middle part of their moments, those key moments.
So that's how we really start it.
And there's other tactics and processes that we follow to get some more of those inputs, whether it's different tools or stakeholder interviews or UX studies and and capabilities there.
That way it's just a more comprehensive approach as opposed to just
Diving again straight into the keyword research process.
It's a lot of collaboration between our own internal disciplines and also with the client as well.
Again, we were hired for a reason.
We're we're here to help provide that business value and and revenue back to the the organization.
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