Creating content that resonates with your audience is one of the most important goals of content marketing. But how do you know what kind of content your audience wants, needs, and values? The first step is to do your research. Here are some tips on how to research your audience and find out what makes them tick.
Before you start creating content, you need to know who you are creating it for. Your target audience is the group of people who are most likely to benefit from your content, products, or services. To identify your target audience, you need to consider factors such as their demographics, psychographics, pain points, goals, challenges, preferences, and behaviors. You can use tools such as surveys, interviews, analytics, social media, and customer feedback to gather this information.
→ Encuentra un nicho específico dentro de tu mercado objetivo y conviértete en un experto en él. Esto te permite ofrecer soluciones más personalizadas y relevantes a un grupo específico de personas.
A/B testing or testing your content with a small sample from your target audience can give some initial insights on what type, tone and formats of content could be most impactful for conversions.
To craft resonant content, the initial step is identifying your target audience. This involves understanding the group of people most likely to benefit from your content, products, or services. Factors to consider include demographics, psychographics, pain points, goals, challenges, preferences, and behaviors. Utilize tools like surveys, interviews, analytics, social media, and customer feedback to gather this crucial information before embarking on content creation.
If content is written for “everyone,” it often lands with no one. Content should feel relevant and meaningful to those it is most intended for; don’t be afraid to write to a specific group of people!
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You cannot create content that will resonate to your audience if you don't know who your target audiences are. Part of creating content that resonates with your audience is knowing who you are creating it for. To know your audience, identify the people who are most likely will buy your product or service, the people who will benefit from your product, and the people who will be the most interested in our business. You can identify these by the demographics such as age, gender, income, marital status, race, and such, the pain points that your content solves, and the psychographics.
Once you have a clear picture of your target audience, you can create buyer personas. Buyer personas are fictional representations of your ideal customers, based on the data and insights you collected. They help you to humanize your audience and understand their needs, motivations, and expectations. You can use templates or tools to create buyer personas, or simply write a detailed description of each persona. Include information such as their name, age, gender, occupation, income, location, hobbies, interests, goals, challenges, pain points, and content preferences.
Unless you do it with real math, then it means nothing. In God we trust, everyone else must bring data. But, it needs to be reinforced with the voice of the customer beforehand, during and after. That’s where qualitative comes in. After thousands of human hours of creative decision making based off of the information gleaned from these methodologies, we iterate.
Contrary to what this article says, buyer personas are not always necessary in marketing. While they may be applicable in B2C, and in B2B businesses where you sell to freelancers and solopreneurs, but when selling to groups in B2B, personas are not practical. Because your position at a company doesn't say much about you as a person.
Creating buyer personas is a valuable exercise, yet it's important to keep perspective—it's not a magic solution that transforms your marketing overnight. When creating a persona, it's more about sharpening focus than about crafting a flawless, rigid blueprint. And once established, we don't let the persona box us in. Instead, it serves as a gentle reminder in the back of our minds, guiding the tone, style, and direction of our content. It's about knowing who we're conversing with, understanding the audience consuming our content, without obsessing over it. This approach ensures our messaging remains targeted yet flexible enough to adapt to real-world interactions and feedback.
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Creating buyer personas helps you have a deeper understanding of your target audience or customer. Having a deeper understanding of your customers allows you to create content that resonates the most for them efficiently. After identifying and researching your target audience, you can now create buyer personas by writing details and descriptions about your customer.
After understanding your target audience, develop buyer personas to personify your ideal customers. These fictional representations are crafted from collected data and insights, enabling you to comprehend their needs, motivations, and expectations. Utilize templates or tools for creating personas, or write detailed descriptions. Include key details like demographics, occupation, income, location, hobbies, interests, goals, challenges, pain points, and content preferences. Buyer personas serve as invaluable guides for tailoring marketing strategies and content to resonate effectively with your audience.
The next step is to map the buyer journey for each persona. The buyer journey is the process that your audience goes through from becoming aware of their problem, to searching for solutions, to making a purchase decision, and beyond. By mapping the buyer journey, you can identify the different stages that your audience is in, and the questions, concerns, and emotions they have at each stage. This will help you to create content that aligns with their needs and interests, and guides them towards the next step.
Die Buyer Journey, sollte auch im Full-Funnel-Strategie gedacht und umgesetzt werden. Du brachst mehrere Impulse (also Content), damit der Beyer vertrauen entwickeln kann und dann schlie?lich bei dir kauft. Oft ist diese Geduld nicht vorhanden und es wir schnell ein Conversion-Post (oder mehrere) erstellt ohne vorher eine relevante Anzahl an Awareness- und Consideration-Content erstellt zu haben. Du kaufst doch schlie?lich auch nicht gleich beim ersten Anbieter und auch nicht sofort. Also bau auch deine Content-Strategie sinnvoll auf und habe Geduld beim Thema Sales.
Now that you have a better understanding of your audience and their buyer journey, you can conduct a content audit. A content audit is a systematic review of your existing content, to evaluate its quality, relevance, performance, and gaps. You can use tools such as spreadsheets, analytics, and content inventory software to conduct a content audit. The purpose of a content audit is to find out what content is working well, what content needs improvement, and what content is missing or outdated.
→ Objetivos: ?Qué quieres mejorar? → Inventario: Lista de todo el contenido. → Análisis: Revisa las métricas (tráfico, etc.). → Evaluación: ?Es informativo, útil, atractivo y bien escrito? → Brechas: ?Temas sin cubrir o contenido irrelevante? → Plan de acción: Actualizar, crear nuevo, eliminar, mejorar promoción.
An approach I find incredible insightful is following my F.E.D. Method where you audit and look for trends around focus + empathy + data. Focus= what top themes/buckets keep coming up that relate to your company's 3 storytelling pillars? Empathy = look for insights around how your customer is feeling or thinking. For example, what questions are they asking? These insights help you create content that connects heart-to-heart, and mind-to-mind with your customers. And then, Data = audit and research AT LEAST 3 separate data sources for information about your target audience as it relates to what you help them with. Look for what is or isn't working well. Then, layer all of these together to build a content plan that resonates.
The final step before you start creating content is to define your content goals and metrics. Your content goals are the specific and measurable outcomes that you want to achieve with your content. They should align with your overall business objectives and your audience's needs. Your content metrics are the indicators that you use to measure your progress towards your content goals. They should be relevant, actionable, and realistic. Some examples of content goals and metrics are brand awareness, traffic, engagement, leads, conversions, retention, and loyalty.
By following these steps, you can create content that resonates with your audience and helps you achieve your content marketing objectives. Remember that audience research is not a one-time activity, but an ongoing process that requires constant monitoring and feedback. By keeping your audience at the center of your content strategy, you can build trust, loyalty, and value.
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Before creating content that resonates with your target audience, you should define your content goals and metrics. These are what you want your content to achieve such as brand awareness, traffic, engagement, lead generation, customer conversion, and retention. For example, as a short-form content specialist, our main goals for content creation for our clients are lead generation, brand awareness, and as well as engagement.
Goals should be: relevant, actionable, and realistic. Most common content goals: brand awareness, traffic, engagement, leads, conversions, retention and loyalty. Keeping your objectives in mind and at the centre of your marketing efforts enables you to create consistent and relevant content that resonates genuinely with your audience.
You want to make content that resonates with your audience? Get inside their heads. Become absolutely obsessed with their pain points. Get relentless about understanding what they're dealing with day in and day out. Understand your personas, yes. But not so you can make those silly templates like Tommy the Tech guy or Frugal Frankie. Instead make friends with an actual human being (or 10) that you serve. Ask them what they're going through. Determine where you can best help them. Pay attention to the questions they are asking. Each one of those questions has potential content written all over it. Figure out what makes you unique and determine what idea or ideas you can own in your audience's mind. Then keep making more of that.
In content creation, we often find ourselves meticulously planning each piece, aiming for perfection and strategic alignment. Yet, it's fascinating to observe that some of the most impactful content, the kind that goes viral and connects with audiences, is born from sheer authenticity, not from an overly mapped-out plan. This spontaneity brings a level of genuineness that resonates more profoundly with people. I've witnessed highly orchestrated content campaigns fail, while a simple, heartfelt post captures the imagination and hearts of many. It's a reminder that the pursuit of authenticity should be the core of every successful content strategy. So take a step back from analytics and planning and have fun with it for a moment.