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How Do I Provide the Right Content for My Audience?

Monday 14 July 2014

6 minute read

By Rachel Townsend Green

Great question! As you know, we love content and believe it has massive marketing clout, which is why we are advocates of creating it, disseminating it and sharing it!

Of course, this is all well and good for us, but what does that mean for you?

Not only have you got to find the time to create it, you’ve got to think of what to produce and how do you know you are even getting it right?

Well, ultimately, you will know whether it is ‘right’ or not by the response you get to it but, hey, we know that you are all busy people and you don’t really have time to do it in the first place!

Let alone go through the process of doing it all, only to then find no one is interested in it! Which is why, you only really have three options at this point...

Option #1

Do nothing – really? You don’t want to engage with more people, convert more sales leads, generate more business? Okay then...

Option #2

Get in touch with us – it’s what we do, we ‘get’ how it works and we can make it work for you! Really – why waste hours thinking and prevaricating – come along and spend an hour with us – free, no obligation, no pressure and we can see what we can do to help.

Option #3

Read on and learn how to hone your activities to reduce wastage...

There are a couple of key considerations when embarking on a content strategy – you need to deliver the right ‘stuff’ to the right people at the right time and via the right media. 

Let’s concentrate on the ‘right people’...

  • Who is your target audience?
  • Who do you want to reach out to, attract, engage and ultimately convert and turn into a ‘raving fan’?

And this is why we keep banging on about ‘buyer personas’ – an evolution of your market segmentation, demographics or whatever you have previously referred to your audience as.

'So, what exactly is a buyer persona?!', I hear you cry and you may be thinking,  'Why is it so different to what has been used in the past?', well, wonder no more – I shall explain...

Buyer personas

A buyer persona is a more intimate understanding of your ideal customer.

It’s less of a supposition and more of a semi-fictional representation of individuals within the population who are most likely to have an interest in, or predisposition towards, your products and services.

Apart from improving your communications, going through the buyer persona process can also strategically assist your business as it forces you to objectively and unemotionally research, analyse and identify exactly who you are targeting.

Those of us in business often make assumptions based on past history or a gut feeling – these things aren’t to be discounted but you also need to ‘reality check’ your beliefs and suppositions as well as gathering information from real people in order to make robust decisions and conclusions.

So, going through the process can provide you with a powerful understanding and insight not only for your marketing but for your company as a whole.

Detailed buyer persona knowledge will save you time, enable you to better allocate your resources and can also be a productive part of your product or service development as well as enabling you, via better communications, to attract the most valuable visitors, leads and customers to your business...

If you're looking to embark on a website build project, whether it's completely from scratch or a site refresh, our ebook will give you the knowledge to make your project as stress-free as possible.

The Website Design Handbook for Businesses

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