In last week’s blog, we talked about the steps to take to start creating strong content. This week, let’s take that content and tweak it to meet the needs of your target audience. Creating content for your target audience falls into two categories: the type of audience you are trying to reach, and how that audience likes to see content.
For marketing purposes, you will want to be able to reach out to different audiences, or even the same audience at different stages of your relationship development. Most likely you have concentrated on creating content to reach an audience unfamiliar with your product or service, but have you thought about how to engage your current clients? Have you thought about how to turn a one-time buyer into a brand-loyal customer? Content that can reach all your potential audiences is a key part of creating a fantastic marketing campaign.
The first step is to identify the audiences you want to reach. You can help determine this by doing market research or reviewing sales data. The best way is to combine the two. Then, look at the content you have been developing and see how it can be written to appeal to those respective audiences. The message can still be the same; you just need to structure it in a way that will most engage your target audience.
This is where the second step comes in—determine how any given audience best responds to or engages with your content. For example, if you are trying to reach a young audience, short or even micro-content delivered via text message or social media—Twitter and Facebook especially—would be an ideal way to engage. Conversely, if you’re looking to tap an older crowd, longer pieces of content delivered by mail or email, or printed in newspapers or magazines might be the best method. Or, for busy professionals—short blog posts on heavily trafficked websites could get their attention best.
The other way to segment your audience is along the spectrum of potential customers to long-time clients. You wouldn’t approach your potential audience with the same type of information that you would for people who know your company well. People who are unfamiliar with your company, or who have limited engagement with your company, will need more detailed information about your products or services. Clients who are familiar with your company would be more interested in value-added content—content curated on the subject of your business. Creating content based on the new to loyal client spectrum helps you build strong relationships and make your company a valuable resource.
That is the beauty of content marketing—the flexibility to make contact with customers at their level. The best thing about it is that you can tailor content to an audience of any size, and the more personalized the message, the better it will resonate with your target.