Getting to Know Your Target Audience Beyond Just Demographics

Content marketing comes with a lot of questions: What will engage my audience? Where do I distribute my content? In what format? And how frequently?

The good news is, the answers are all right in front of you: your audience. Content marketing requires a deeper understanding of your audience that goes beyond simple demographics. A combination of research, social listening, and analytics will give you all the answers that you need.

Spend some time to delineate a clear image of your target audience. The research doesn’t have to be too structured, but don’t just skim the surface, either. Focus on the psychographic side of things: their values, opinions, attitudes, interests, and lifestyles. Make it as specific as possible. Find out where they like to hang out online, what piece of content draws them in the most, what social networks they love, what social networks they avoid. What are their needs, their challenges, their ambitions?

To help you get started, use our target audience canvas to start filling out the four core components that will help you define them. Click here for the fillable template.

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For more actionable items like this canvas, download “Create, Curate, Dominate“, our free eBook on content marketing.

 

Stay Calm and Track the Right Metrics

By now, it should be pretty obvious: content marketing requires far more than just publishing a blog post and seeing if it works. Tracking and analyzing how your content performs is a critical part of ensuring the success of your strategy. You need to dig deep into the numbers and learn as much as you can from your audience with every piece of content you publish.

But with so many different metrics that you can pull from, it can quickly become overwhelming to know which ones actually matter and which ones are just adding to the noise.

Before you start keeping tallies on everything, work backwards: decide on the main business goal you hope to achieve with content marketing, then figure out the Key Performance Indicators that are aligned with it.

To help you get started, use our handy cheat cards that cover the most common business objective of brands today. Keep track of the corresponding metrics and efficiently know whether or not your content is working in achieving those

Remember: metrics should be looked at in context: numbers can mean different things when you exclude the external factors around it. Be sure to check out the last chapter of our eBook where we delve deeper into how to track your content’s performance and measure the right things.

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BONUS: Use our old school metrics tracker to take a snap shot of your brand’s current online presence. It’s always good practice to write down your goal in numbers and methodically work towards it.

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For more actionable templates like this one, check out our comprehensive eBook to content marketing, “Create, Curate, Dominate“. It’s free to download!

Convince Your Boss (or anyone!) on Content Marketing

Having done it an umpteenth number of times, we know that describing how content marketing works can sound vague and hazy. Because unlike traditional ads where the mechanism is simple and instant, content marketing involves many sub-steps, routes, and methods executed at a much longer time span.

It may not be a click-and-convert operation but content marketing’s enormous ROI is obvious when you simply look at the results.

Whether it’s your boss or someone you met at a dinner party, here’s an infographic to convince anyone of the irrefutable benefits of content marketing. It includes a collection of the most recent industry data that really brings home what Seth Godin once famously said: “Content marketing is the only marketing left.”

convince-your-boss

For more infographics like this one, check out our free eBook “Create, Curate, Dominate” and learn how you can nail content marketing. Download it today!