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Know your audience

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It’s possible to fill your website with a constant stream of content without making more sales. Content alone won’t do your business any good. Untargeted content is just white noise, irritating and easy to ignore.

The valuable kind of content is the type that hits home, that makes people feel you’re talking directly to them. So how do you go about creating that sort?

Understanding why people buy from you is key to creating the right kind of content. You’ve got to know your audience.

Knowing that will help you shape your content. Let’s think of an example.

Greenleaves is an environmental design consultancy. They’ve read a bit about content marketing, they’ve started a blog, and joined Twitter, but haven’t seen any benefit. It’s like nobody’s listening.

And that’s probably because nobody is listening, because they don’t know their audience. They clarify their clients as ‘medium sized companies in the residential, industrial and commercial sector.’ Way too vague. If you try and talk to everybody at once, you end up speaking to no-one.

Understand your USP

Greenleaves’ problem was they didn’t understand what was different about them, so the content they were creating was too generic. There are dozens of environmental design consultancies offering holistic approaches to planning and design so their blogs about planning law and waste management floated unread in the ether.

It was talking to their clients that helped them define their USP. Asking direct questions, ‘why do you enjoy working with us?’ revealed a different answer to the one they had been expecting. It was their connections to other experts that their clients most valued. Working with them was easy and rewarding because they knew the right people. They were a small company that offered a much bigger service through their expert network.

Knowing this gave their content some direction. Writing blog pieces that emphasised their joined up approach was a start. Getting guest blogs from their affiliated experts began to build their site as a hub of environmental design expertise. Understanding their USP gave them a voice and a picture of the kind of person they were talking to.

They discovered their strongest advocates were those in the residential sector; industrial and commercial set ups favoured bigger outfits. More fine tuning of their direction made a difference. Now they could produce content with real readers in mind – the blogs became livelier, more relevant, and gave a clearer picture of their company as the kind who really knew their stuff.

Blair Enns talks about demonstrating knowledge a mile deep and an inch wide. Far better to be an expert in something, than know a little about everything. Knowing your audience means you can specialise and demonstrate expertise.

What does your audience want?

So you’ve specialised. You’re focused on your target. You know who they are, what they look like, what they had for breakfast (okay, maybe not that.) But what do they want to hear from you? How do you make your content relevant for your audience?

You need to see things from your customer’s point of view. Understand their business, and how what you’re offering helps them.

Help is the key here. Making yourself useful is at the heart of the valuable content marketing strategy.

Three ways to get to know your audience better

1. Go to the right places
Networking with your audience, both the real and the virtual kind, is crucial. You need to know the word on the street if you want to be part of it. Learning to speak the right language happens much faster if you immerse yourself in it.

2. Listen
Content marketing is a two way thing. It’s not all about shouting ‘me me me‘, it’s more ‘you, you, you.‘ Take some time to read comments on forums, ask questions at networking events, give people a chance to talk about themselves so that you understand their challenges.

3. Ask your clients for feedback
Put some searching and detailed questions to your existing clients.

Be specific – why did you choose our service? what did we offer that our competitors didn’t? have you learnt anything from us that has changed your way of working?

This kind of feedback is invaluable for businesses. Providing you’re doing a good job, you’ll gather some useful material for your website and marketing materials. If you’re not doing a good job, then you need to know that too so that you can make changes. So ask away.

We can help you define your market and get to grips with you USP, and create the kind of content your audience will love. Call on 07985 015300