"I think one of the misconceptions around research is that it's got to be this long, formalized process that takes months and maybe a lot of budget. And I think that just kind of scares people away from the idea, or at least makes it something that you just want to put off indefinitely," says Clay Ostrom, Founder and Brand Strategist at Map & Fire

In this episode of The Content Cocktail Hour, Clay Ostrom, Founder and Brand Strategist at Map & Fire, talks about the importance of customer research, debunking myths about it being costly or time-consuming, and shares practical examples from his career. He shares his insights on why external perspectives are crucial for effective brand positioning and discusses the value of "how-to" content in engaging audiences. Plus, we talk about practical applications of Artificial Intelligence in business, specifically how AI can optimize narrow, binary tasks.

In this episode, you’ll learn:

• Create "how-to" content tailored to specific job functions to boost engagement and click-through rates
• Utilize external consultants for brand positioning to overcome internal biases and gain deeper insights
• Begin with targeted customer research to shape content and positioning strategies efficiently

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ 

Check out The Juice HQ: https://www.thejuicehq.com/ 

Connect with Clay on LinkedIn: https://www.linkedin.com/in/clayostrom/

Check out Map & Fire: https://mapandfire.com/

Timestamps:

04:46 Boosting your brand with celebrity endorsements

09:20 The crucial role of research and customer understanding

17:39 Insights from diverse brand research

19:24 The impact of AI on marketing

24:30 Effective B2B content strategies

27:50 The Importance of external perspective