As mentioned earlier, for a successful content marketing strategy, you’ll need to be clear about who your audience are so you can create the right content to reach them. There are three actions you need to take.
Collect Demographic Data
The first step is to collect demographics on your visitors, email subscribers, and social media followers.
Web analytics, social media analytics and email subscriber analytics will give you the data you need on your audience’s:
You’ll also get insight into their key interests. To find this information in Google Analytics, go to Audience » Interests » Overview. You’ll see the market segments your web visitors fit into.
Social media sites offer similar data. For example, you can get demographic information on your Facebook fans via Facebook Page Insights:
And you can use Twitter analytics to get demographic data on your Twitter followers:
Get Customer Feedback
To learn even more about your target audience, try collecting feedback from your current customers. This’ll give you insights into:
- How they feel about the content you’re currently producing
- What their most urgent needs are
- How you can address their problems with your content
Getting the right customer feedback can help you:
- Understand your readers’ and subscribers’ priorities
- Decide on the best places to reach your customers (see step 9)
- Flesh out your buyer personas, which we’ll talk about next
Create Buyer Personas
When you have demographic data and customer feedback, you can create or flesh out buyer personas. Buyer personas, also known as customer avatars, describe your ideal readers and customers so that you can target content better.
The best customer avatars include information on your customers’ pain points, challenges, sources of information, and behavioral motivators.
When you know all this, you’ll have a better understanding of:
- The kind of content your audience will respond to
- How it will help them
- What will make them care about it