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Figuring out your audience can sometimes be a bit tricky for even the most seasoned of marketers. If you are trying to do while coping with the day to day organisation of your business, well then it becomes just a little bit more difficult. The problem is that if you are going to focus on your audience, especially with content marketing, then you need to be able to identify them and make sure that you are talking ‘to’ them.
Over at the ContentMarketingInstitute.Com you have Michelle Linn revealing some great insights into how you can find and maintain that focus. Once you have done that then your marketing efforts are a lot closer to their goals.
The notion of “targeting” an audience is like nails on a chalkboard. It sounds like an unwilling participant you want to coax using less than savory means. I don’t want to be someone’s target, do you?
Instead of targeting your audience, shift your thinking to who, specifically, you can best help.
You may find that the audience or group that you are after aren’t actually all in the same demographics or psychographics.
For instance, take MassMutual which hosts Society for Grownups, a “learning initiative aimed at helping people get more adult about their money and lives.” The core audience isn’t based on an age group but on a state of mind. It’s those people who realize, “Now I’m a grown-up,” which may have been sparked by anything from living on their own for the first time to getting married or having a new job.
There are four great turnarounds you can use that will totally help you hone in on who exactly it is you are trying to help. Here is the list of questions we tend to ask, with an example fo what we should be asking.
Don’t pick target audiences. Think about people you can best help, advises @MicheleLinn. Click To Tweet
Instead of saying: “We’re going to target this audience.”
Ask: “Who are the people we can help?”
Instead of saying: “We’re going to ‘do content marketing because everyone else is doing it.’ ”
Ask: “How can we help people in a way no one else is?”
Instead of saying: “We need more leads!”
Ask: “How can we focus on building an audience which wants to hear from us?”
Instead of saying: “Look at our shares, ‘likes,’ and traffic.”
Ask: “How can we measure the impact of the audience we’re building?”
Now having the right content aimed at the right people can achieve some amazing results.
While I’m not suggesting your audience should become that obsessed, what if the content you produce created a strong positive reaction from your audience? That goes way beyond the reaction a lead would ever have with a brand.
It comes down to not only creating content that people want to sign up for but continually providing something your audience anticipates.
So hopefully you have found some interesting and actionable insights there about how to focus on your audience. If you want to have a chat about how to find your right audience or anything else for that matter, make sure you get in touch.