Research and Understand Content Audience and Create Audience Personas
To create an efficient content marketing plan, you must first identify who is interested in seeing, hearing, or watching the content you create. If you want to accomplish that, you need to research and understand your target audience.
Research and Understand Content Audience
Effective content is created in collaboration with your audience, with their input, feedback, and direction, not in a vacuum. Providing your target audience with answers to their most pressing questions is the most effective way to use content marketing to convert them.
If you wish to reach your goals, it is essential that you speak directly to your audience in order to get them to share your content. Be sensitive to their perspective and empathize with their situation.
Andrea Goulet, founder of BrandVox, breaks down the process of defining your audience to become a better blogger.
The first step is to determine your ideal audience’s demographics and psycho-graphics.
Demographics are quantitative traits or metrics that really allow you to drill down and measure. You should consider a number of factors such as age, gender, location, job title, etc.
For example, if you’re targeting executives aged 30-45, or just out of college job seekers, you might want your content marketing to speak to them.
Psycho-metrics is the thing we cannot measure. These characteristics include attitudes, beliefs, values, eating habits, opinions, and interests.
To elaborate further on our executive example, we could say that our content speaks to people who want to grow their businesses but can’t figure out how to do it. Maybe they are hardworking people who value family and strong morals, or maybe they value honest work and doing the right thing.
Creating Your Audience Personas
Next step, let’s talk about audience personas, which are fictionalized representations of your ideal customers. The purpose of constructing these personas is to internalize your ideal customer. And gain a better understanding of how to relate to them as real people. Create a list of attributes (demographic and psycho-graphic) for every audience persona you’re creating.
Secondly, you need to envision who this person is. Goulet recommends that you find a good picture of the person you just described on a stock photography site such as Unsplash or Pexels or Canva. Although this may sound silly at first. It will in fact help solidify your vision and make it easier for your ideal audiences to connect with you.
The question is how to ensure that your content not only fits in but can also be found and recognized by this person?
- What is their preferred way of finding answers and ideas? Do they use search engines or community sites like Quora and Reddit?
- What kind of users are they? Do they mostly use apps like Snapchat or do they mostly use Facebook and Instagram?
- Do they prefer to attend in-person events, industry conferences, and group discussions instead of spending much time online?
You need to be present where your audience already exists.
During the early stages of your content marketing strategy, you should address all of these questions. This will maximize your chances of getting your content in front of your ideal audience where they spend most of their time.
Furthermore, keep in mind that you can have more than one audience.
Especially in the early days of your business or blog, you do not want to have too broad an audience.
The good news is that you can create engaging content for your audience as long as you understand who they are