Kyra Kuik's Posts

Getting to the Heart of your Audience: How to Conduct Effective Customer Interviews

Harriet and I have been hard at work on a new, comprehensive guide for Distilled’s readers. The upcoming guide, No Words Wasted: A Guide to Creating Focused Content, (as you might have guessed) walks readers through content creation and strategy from beginning to end.  


One of the most crucial steps in content strategy (and one our guide focuses heavily on) is audience research. Consumers are inundated with content, so yours has to be relevant and targeted to keep your audience’s attention—but in order to create content that achieves those goals, you first have to understand who your audience is and what they’re interested in.  

There are a few ways you can get to the heart of who your audience is—a great place to start is audience interviews.

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Using Content as a Tool to Drive Customer Passion

I think we all can probably agree that consumers are currently exposed to a huge amount of content. As I’ve previously mentioned, Americans are now spending an average of 5 hours and 16 minutes online (via laptops, desktops, and mobile devices) and 4 hours and 31 minutes watching TV per day.

Not only are we spending a lot of time online and in front of the TV, but we’re also exposed to advertisements and various forms of marketing when we’re not plugged in.

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Why Traditional Branded Content Isn’t Enough to Attract Consumers

In 2013, US adults will spend an average of 5 hours and 16 minutes online (via laptops, desktops, and mobile devices) and 4 hours and 31 minutes watching TV per day. That’s a lot of time we spend taking in various forms of content (articles, Netflix, YouTube videos, etc.).

Yet, despite all that time we spend consuming content, on average, 8 out of 10 people will read headlines, but only 2 out of 10 will read the rest of the content.

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How to Train a Content Team to Have a Singular Brand Voice

If you’ve delved into the realm of content marketing or created a content team, you’ve likely come across the term “brand voice.” You’ve probably also run into sources that argue how important brand voice is—and they’re right.

Nailing down your brand’s story and voice is vital to your content marketing efforts, because giving your brand a voice makes you more personable as a company.


And being a more personable brand is really important, considering 81% of consumers have either unliked or hidden a company’s post on Facebook. And, 41% of Twitter users have unfollowed a company before.

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How to Develop and Maintain a Content Team

We’re all are aware that content marketing is on the rise. You can tell just by the number of buzzwords thrown around: sticky content, snackable content, engagement, content curation, etc. In the midst of such a popular marketing strategy, it’s easy to get swept away in the trendiness of it all. But let me make one thing clear: “Content” isn’t a buzzword, it’s the future of your business.

Not convinced? Then think about the fact that 61% of people feel better about a company that delivers custom content and are more likely to buy from that company, according to research conducted by the Customer Content Council with Roper Affairs.

consumers and content

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