This gives us a steer on where we ultimately

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And here is an example of how it may look if we were working with a company who sell products to help you get a good night’s sleep: Example diagram of themes, topics, formats, and KPIs. Whilst this won’t define every single topic, it gives a solid starting point and importantly, keeps your ideas focused by making sure that they fit within the overarching themes and are linked to the right KPIs. Audience pain points framework Another methodology that we use at Aira revolves around the pain points of our client’s target audience, then connecting those pain points to solutions that the client can provide or create.


There are three parts to this framework: Audience: we work with the client to determine their mexico business email list core target audience for their products and keep this as tightly focused as possible on who they want their content to get in front of. Pain points: we carry out research on this audience to understand what their main pain points are when it comes to the service or product that the client is offering. Solutions: this is where we look at how the client currently solves these problems with either their products, services or content.


need to be driving traffic to or if we need to create a new page. Here is an example which imagines that we’re working with a company that helps people buy a home: Example framework broken out into audience, pain points, and solutions. Once complete (although it’s never 100% complete, it’s an ongoing process) we can start to connect the dots between these three areas which can lead to campaign ideas.