Are you speaking to the right audience?
Creating content is a time-consuming business and to guarantee you’ll see a return on that investment in time, it’s important to make sure that your content is tailored to your target audience.
When we’ve had a great idea, it’s tempting to rattle away on that keyboard, releasing the buzz of thoughts onto the blank page. But if you do this before carefully considering who you’re talking to, you risk your message getting lost. Keeping these tips in mind when you create your blogs and website content will help you reach those people who are most likely to become your future clients.
Identify your audience
Who do you want to reach? Who will be interested in your service/product? Are you targeting a particular segment of society? What do they need? What problems do they have that you can solve?
It can be helpful to build a persona… your archetypal client or customer. How old are they? Where do they live? What is their profession? What’s their financial status and what makes them tick? The more detailed you can be here, the more equipped you’ll be to create content that resonates with those you want to reach.
Where to find them
When you know who you want to appeal to you can then begin to speak to them directly through your various content streams. Think about your audience’s preferred platforms.
What form of content do they prefer? Video, written content or infographics for example? Analytics can come in very handy here. You can experiment with different content forms and analyse which get the most engagement. The results are not always what you expect!
Tone of voice
Once you’ve identified who your audience is you can adjust your content accordingly. One of the most important things to consider is your tone of voice. Should it be informal or formal? How do you want your audience to feel about you? Do you want to be seen as an authority figure within your industry or as an affable peer?
Inject as much personality into your content as you see fit and feel comfortable with. Online content, particularly that which is shared on social media, is increasingly conversational, allowing you to talk to your audience as individuals – this way they will be more engaged and it will increase the authenticity of your content.
Once you’ve established your tone of voice, it’s incredibly important to be consistent and ensure that it’s the same across all of your content.
A little bit of thought and time put in to who your target audience is can go a long way. Get to know the personas you are building, give them names, talk to them if you like. They’ll become your best friends once you realise the power they have to get you in front of the right people.