When it comes to creating content, your audience is key to the writing. If your message is irrelevant to your audience, they will ignore it and read something else.
This can have several effects on your content marketing campaigns.
First it wastes your useful time, second it can ruin your reputation, and third it can be frustrating.
If you do get annoyed with the results of your campaigns, you are more likely to give up and then your chance of generating new leads and sales through online marketing can be diminished.
That is why you’ve got to understand your audience and what they are interested in, as your audience can affect both the type of content you write and the way you promote it.
The Content You Write For Your Audience
Writing content that resonates with your audience is important. They want to feel an emotional pull to the message you are conveying, and they want to know that you understand their dilemmas.
As part of this, it is important to know what your audience wants to read. This might mean you need to write content that isn’t directly related to your audience. We’ve seen this first-hand.
We had two clients, from the same industry, with the same target audience (small business owners), who had different content marketing approaches. One wanted content related to all aspects of business management; the other, despite our advice, was more specific, requesting content about industry related news.
The results demonstrate the importance of understanding your audience. The first client had a good response from their readers. They achieve plenty of shares, and their articles are referenced on numerous other blogs.
In contrast, the second client hadn’t a great reception for the content. Social media shares were poor, and no inbound links were generated. In my opinion, the second group of articles were of interest to those in the industry of the client – but were being marketed to the general population. Therefore, results were going to be limited.
The lesson from this is that you must consider if the content is going to be of interest to your audience or not.
There are three questions to consider before writing content:
- Is the reader going to be searching for this content?
- Can the reader make use of this information or will they consider it information only I should know?
- Would the reader bring this topic up in general conversation with a peer?
Promoting Your Content To Your Audience
At the same time as writing content for your audience, you need to promote it on the right channels for your audience to see and read it. Social media is an obvious choice. Research has found 18% of Americans use social media as their primary source of information and news. One in three social media users will use social media to find new brands.
However, there are so many different social media platforms; it can be hard to know which ones you should promote your blog on.
We concentrate our efforts on four major platforms: Twitter, Facebook, BizSugar and Medium. We’ve tried LinkedIn but unfortunately don’t get the traction we see on other platforms. However, different platforms will suit different audiences so it is important that you publish on a variety of platforms and monitor the results to determine which are the more worthwhile. You can always eliminate any that regularly have low traction.
You will find that reactions to articles will vary by platform. Take, for instance, a recent article of ours: “Social Shares: Can Your Buy Them Or Is There A Better Way?” On BizSugar, Facebook and Twitter, there was little interaction, yet on Medium, it was a different scenario. Within hours of us publishing the story we were contacted by a publication on the site and received several recommendations.
Some articles just skyrocket on one platform and not another so we can conclude that:
- Different audiences prefer different content.
- You need to promote on a wide spectrum of platforms.
During your content marketing campaigns, remember these two points. Write content that is for your audience and promote it on several platforms.