How can you use market research to create content that resonates with baby boomers?

1 Know your audience

Before you start creating content, you need to know who you are talking to. Baby boomers are a diverse and complex group, with different life stages, backgrounds, interests, and behaviors. You cannot assume that they all share the same opinions, needs, or preferences. You need to segment your audience based on relevant criteria, such as age, income, location, lifestyle, hobbies, or pain points. You can use surveys, interviews, focus groups, or online tools to gather data and insights about your audience segments. This will help you create personas, or fictional representations of your ideal customers, that reflect their characteristics, goals, challenges, and needs.

2 Choose the right topics

Once you have a clear picture of your audience segments and personas, you need to choose the topics that will interest them and address their needs. You can use market research to identify the problems, questions, or aspirations that your audience has and how they relate to your product, service, or industry. You can also use keyword research, social media listening, or competitor analysis to find out what topics are trending, popular, or relevant in your niche. You should aim to create content that provides value, educates, entertains, or inspires your audience, and that aligns with your brand voice, mission, and values.

3 Use the right tone and style

The way you write and present your content can make a big difference in how it is perceived and received by your audience. You need to use a tone and style that matches your audience's preferences, expectations, and emotions. For baby boomers, you should avoid using jargon, slang, or acronyms that they may not understand or appreciate. You should also avoid being too formal, boring, or patronizing. You should use a conversational, friendly, and respectful tone that shows empathy, credibility, and authenticity. You should also use clear, concise, and engaging language that captures their attention and keeps them interested.

5 Test and optimize your content

Finally, you need to test and optimize your content to ensure that it is effective, relevant, and engaging for your audience. You can use market research to measure the performance, feedback, and impact of your content on your audience and your business goals. You can use quantitative methods, such as analytics, metrics, or surveys, to track and analyze the reach, engagement, conversion, or retention of your content. You can also use qualitative methods, such as interviews, reviews, or comments, to understand the satisfaction, perception, or sentiment of your audience towards your content. You should use the data and insights you collect to improve your content strategy, content creation, and content distribution.

6 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?