One of the key criteria for positioning is the description of the target audience. The author of a branded media should know who his ideal reader is: how old he is, what his income is, what his hobbies and interests are, how he behaves on the site, what devices he usually uses, and much more. To record all these characteristics, it is advisable to use an Excel spreadsheet.
From the most general features one should move on to more specific and concrete ones. Examples:
the average length of an article that is viewed to the end by a given audience;
the reader's tendency to ask questions;
the maximum number of articles that a visitor can read at one time;
the ability for the target amazon database audience to listen to audio content after 22:00.
If you encounter difficulties when compiling a detailed description on your own, it makes sense to use the services of third-party performers. It is recommended to analyze the audience of a complex and very narrow segment (for example, parents of disabled children) by conducting in-depth interviews.
Channel selection
The term "media" today can mean platforms of various formats - from instant messengers to mailings. It is impractical to use absolutely all options; in many cases, one platform is enough. For example, Alfa Bank marketers have concentrated on Telegram and run several channels there, aimed at different segments of the target audience.
When choosing, you need to rely on the prevailing age and gender of the audience, its main interests. For example, women over 50 prefer to communicate in Odnoklassniki. But young people tend to use modern messengers like Telegram in communication.
Amount of content and frequency of publications
Here you should decide whether the material will be created on your own or whether you need to involve a specialized agency for this.
A completely independent publication of branded media requires at least a chief editor and a product manager. Depending on the volume of published material, it may be necessary to involve authors and search engine optimizers. To do this, it is useful to study the labor market for these specialists, assess the level of payment. Then you need to allocate an appropriate budget for the salary fund, ensure acceptable working conditions, provide the necessary guarantees, etc.
Creating your own media resource is always expensive. In addition to financial investments, you will need approval from senior management, who must be confident in the necessity of the project.
Case: VT-metall
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