How can you use audience insights to drive revenue growth in publishing?

1 Identify your audience segments

The first step to using audience insights is to identify your audience segments. You can use various sources of data, such as web analytics, social media analytics, email marketing analytics, surveys, and interviews, to collect information about your readers. You can then use tools like Google Analytics, Facebook Audience Network, or Tableau to analyze and visualize your data. You can segment your audience based on criteria such as age, gender, location, income, education, interests, hobbies, values, motivations, challenges, goals, and content consumption patterns. You should aim to create 3-5 segments that represent your core audience groups.

2 Create content for each segment

The next step is to create content that matches the needs and preferences of each segment. You can use your audience insights to inform your content strategy, such as the topics, formats, styles, tones, and lengths of your content. You can also use your insights to plan your editorial calendar, such as the frequency, timing, and seasonality of your content. You should aim to create content that is relevant, engaging, and valuable for each segment. You can use tools like BuzzSumo, SEMrush, or AnswerThePublic to research and generate content ideas based on your audience segments.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?