How can you use psychographic data to create targeted content for your publishing audience?

Collecting psychographic data involves understanding your audience's attitudes, aspirations, and other psychological criteria. Start by utilizing surveys, social media analytics, and interactive content to gather insights into your audience's values, hobbies, lifestyle choices, and behavior patterns. Engaging directly through social media polls or feedback forms on your publishing platform can also yield rich, qualitative data. Additionally, tools like Google Analytics can provide indirect psychographic insights based on the content consumption patterns of your audience. The goal is to piece together a comprehensive picture of what motivates your readers, their challenges, and interests, to inform your content creation process.

Psychographics are data points describing a site visitor's lifestyle, opinions, and values. Psychographics represent the data that a psychologist or anthropologist may uncover about someone. One can easily gather psychographic data through surveys, focus groups, market research, social media, interviews, third-party data retrieval, website analytics, quizzes.

Utilize psychographic data, such as values, interests, and attitudes, to create targeted content that resonates with your publishing audience on a deeper level. Tailor messaging and content themes to align with audience preferences, enhancing relevance and fostering stronger connections with your audience.

Utilizing psychographic data, publishers tailor content for distinct audience segments. Crafted content addresses specific preferences, pain points, and values. Themes and language resonate with each segment, fostering connection and understanding. Visual elements and communication channels maximize engagement. Continuous feedback and data analysis refine strategies for ongoing relevance and effectiveness. By leveraging psychographics, publishers create targeted content driving stronger connections and business success.

Interviews are by far the most time-effective method. You can record the call and rewatch to understand loaaads of different psychographic data about your audience. What they speak out loud in a brief 15-minute call is 5x what they will share on a survey.

How many personas to create? Depends, but I’d say 1-3. It depends on what services/products you offer. Say you have a SaaS product, you could benefit from focusing in on one very specific problem and having 1 persona. If you’re a service provider or agency, you may need 2-3. This question has so many influencing factors which need to be analysed individually.

Ask yourself how ‘painful’ your pain points are. It’s easy to fall into a trap of creating a problem. But remember, the idea of pain points is that your product or service solves them, so, if the pain isn’t ’painful’ enough (urgent, worth-paying-for) then creating content around these points won’t do much for your revenue or lead generation.