It has been said that when you aim at nothing specific, you're bound to hit it. Developing content for the wrong, or far too broad, audience can be costly and a waste of valuable time and resources.
It is important to identify your niche demographics, interests, values, lifestyles, educational level and geographic regions. You need a clearly defined target and bullseye to aim for.
Creating Audience Personas
If you're going to develop spot-on content that influences your customers and prospects, you must first understand them. Developing personas that represent each of the groups of individuals that your product or service helps, is a good starting point.
What are their job descriptions? What types of decisions are they responsible for? What are the problems they have to solve? Are they active in social media? Which networks do they prefer? How do they look for information? What are they reading, listening to, watching? How would they measure the success of your product or services? What are the problems they have been complaining about online? Are there any dealbreakers that would prevent them from buying from you?
Reaching Your Defined Target Audience
You know who your target audience is and understand what it's going to take to touch them where they live.
Good content isn't produced in a vacuum. You are going to need the participation of other people. Who is your team? Are all of the key players within your company? If so, do you have the authority and influence to assure things get done? What's the backup plan if some players won't embrace positive change? How many writers do you have?
Are you leveraging your company's news through a content marketing firm? What happens when people within your company don't hold up their end, providing source material for the writers? Does your SEO/marketing company have the ability to inspire, motivate and kick the appropriate butts to keep quality content moving out? How often are results analyzed and course corrections made?
Go ‘All In'
When you define and reach out to prospective customers, you've made a commitment to them. If you follow through on that commitment, delivering valuable, relevant information on a regular basis, you demonstrate that you care about your customers and you can expect to build an audience of loyal fans over time.
A content strategy that fizzles out, however, can send another message, that your company was disappointed that sales didn't come immediately, so it's content and social commitment have consequently been withdrawn.