Significance Narrative Analysis™ — A Quick Guide
Own The Strongest Story
Why Use Significance Landscape™?
Your Landscape platform provides clear guidance in a number of business areas.
This simple guide will help you best utilise the insights the platform delivers.
Most simply, Landscape provides a bias-free market orientation, based upon the behaviour of the market or country you’ve specified. You can exploit this orientation to answer basic questions and improve business performance.
The Landscape clarifies strategic goals and defines a skeleton implementation plan.
What matters to your Category?
The most important drivers of the category are the Timeless and Transformational narratives in the top half of the Landscape. Looking at the Affect (in the [Predict] tab) of the narrative gives you clear understanding of the market momentum (if any) of this narrative.
How do I drive Influence, cost-effectively?
Within the [Amplification] tab, you can see the most powerful media sites. These sites have real power against the narrative, and are specific to this particular narrative. They are the micro-influencers, not Stephen Fry.
How do I improve my Content?
You can see which specific content drives the narrative within the [Content Power] and [Explore]. tabs. Learn from what is working. Is it video? Infographics? white papers? Third party voices? What is the tone? Is it dramatising the problem? Or Lifestyle? Get specific.
Is my Content working?
Do you see your content within the [Content Power] tab? If not, then it’s delivering little value. Yes, you may have ‘Likes’, but your voice isn’t contributing to the agenda.
How does the Market feel? How do I leverage that?
Understanding how people feel is a key ingredient of your messaging — are they Angry, Scared, Happy? Are they expecting new news? The [Emotional Depth] tab shows how the market feels so you can take the right tone.
Which Media matters most?
The [Amplification] tab answers the following questions:
- What’s driving engagement for my brand/product?
- Is my media spend allocated to the most powerful media vehicles?
- How many media sites drive significant engagement? Many or few?
- Are your own sites players… or also-rans?
- How much contribution does Facebook make? How about YouTube?
- Does your investment in high quality media deliver? Do less expensive sites deliver more?