When you are writing content, you need to consider the target audience you are aiming to reach. Unique demographics will require different styles in writing and terminology. Getting this right can mean the difference between your business’ digital marketing campaigns being a success or a failure.
One of the best examples of how different target audiences and groups communicate was demonstrated on an episode of Friends. In this scene, Rachel is talking to Monica and Phoebe about her first kiss with Ross, that scene takes a minute and is cut off half way through. Next we see Ross talking to Chandler and Joey, which takes just one tenth of the screen time to tell the same story.
This scene perfectly demonstrates the different approaches that must be taken dependent on your target audience. The boys who are very concise in their conversation and sticking to the need to know and the girls who want to know every detail and speak in a much more artistic style.
While these styles are a little too simplified for your business and its content and exaggerated for comedy, there are several elements to consider when creating the style that is right for your target audience.
What Knowledge Does Your Target Audience Have?
One of the key questions to ask is whether your target audience has any knowledge within your field. For example, you could be writing for those new to your industry or those who have been in it for a while and are looking to further their career with top level knowledge. Both sets of audience would require different styles.
The less experienced target audience would require less technical terms and more explanation. On the other hand, experienced industry members would understand many of the terms within content and therefore these should be included as standard.
If you were too basic for the experienced audience, they wouldn’t interact with your content and this is key for building trust and relationships with your audience.
Why Has Your Target Audience Come To Your Site?
Your target audience will have come to your site for a particular reason. Their rationale behind their visit will determine how they want to be spoken to. If they are looking for information for instance, they might want more concise sentences and content that delivers its point quickly. Alternatively, those who are looking to connect with your brand more deeply might want more conversational tones.
It is therefore important to consider not just the demographics of the audience, but also their purpose in reading your content.
Your Target Audience’s Job Position
Whether or not you realise it, the position of the person you are trying to speak to an organisation will impact how you speak to them. While it is not universal, most senior positions in FTSE organisations are male. This was recently highlighted when it was shown there were more executives named John than there were female executives in FTSE 100 companies.
While social inequality is not favourable, the demographics of executives can determine how we should create content. There are significant considerations when it comes to what content they will like and how they will respond. While we have conducted no formal research, we have noticed that the audience attracted to content does depend on the writing style applied.
However, there is little formal research into this area. So we cannot guarantee the results.
But we can say that those who are lower in the organisation’s hierarchy will have different priorities and want different content than those higher in the business’ chain of command.
Your target audience is an important factor of content creation. By knowing who you want to create content for, you can determine what you want to say and exactly how to say it. Otherwise you risk creating text, images and such forth that will miss your ideal customers and attract those who are not suitable for your business.