Target, Aim, Engage: develop a targeted content strategy in 4 simple steps

We all want our content marketing to hit the mark, right?

Not just push generic blog posts out into the ether and hope something resonates with someone, somewhere.

No, we need a targeted content strategy that speaks directly to our ideal customers and moves them steadily through our marketing funnel.

The good news is, developing a targeted content strategy isn’t rocket science. With a few simple steps, you can identify whom you want to reach, determine what they need to hear from you, and lay out a foolproof plan for getting your message in front of them.

You can build a targeted content strategy to boost traffic, leads, and sales in just a few hours. So roll up your sleeves, grab your laptop, and let’s get started.

By the end of this guide, you’ll have a winning content strategy mapped out and ready to execute.

Define Your Target Audience and Customer Profile

To create content that resonates with your target audience, you must first define who they are.

Do some research to determine your customer profiles by:

• Identify your target audience's key demographics like age, location, gender, income level, interests, etc. The more specific you can get, the better.
• Determine their needs, pain points, and desires.
• What solutions or information are they actively looking for? Conduct surveys, read reviews, and join online communities to find out.
• Figure out where they spend their time online. Are they active on social media, forums, blogs, and video platforms? Knowing how to reach them is vital.

Once you have a clear picture of your ideal customer, set specific goals for what you want your content to achieve, like increasing brand awareness, driving traffic, or generating leads.

Map out a content plan that includes the following:

• The types of content you want to create, like blog posts, videos, newsletters, social media posts, etc. Please consider your audience's preferences and which formats will be most effective.
• A schedule for when and how often you'll publish new content.
• Start by posting regularly and adjust based on performance and audience feedback.
• Use social media, email marketing, and SEO to get your content to the right people.
• Focus on subjects and terms your target audience cares about. Include these in your content and metadata.

By defining your target audience, setting clear goals, and developing an intentional content strategy, you'll be creating relevant content that resonates with the people who matter most - your customers.

You can keep optimising and adjusting your approach based on how your audience responds and watch the results roll in.

Set Content Goals and Map Out Your Buyer's Journey

You must know your audience and goals to develop a targeted content strategy. You can start by researching your audience segments and mapping their journey from awareness to conversion.

For each segment, determine:

• Their crucial pain points and questions
• How do they currently find information?
• What content would be most beneficial to them

Then, set specific goals for each stage of the journey. For example:

• Awareness: Increase brand visibility by publishing one blog post per week.
• Interest: Drive 5,000 monthly organic visits from key search terms.
• Consideration: Convert 10% of site visitors into email subscribers.
• Decision: Generate 50 product demo requests per month.

Map out your buyer's journey

Once you know your goals, map how people will move through each stage.

What information and content will get them from awareness to interest?

What will convince them to consider your solution?

And how will you guide them to make a final decision?

Lay out the path in a visual flowchart to see any gaps. Then, determine what content is needed to convert your audience. Discuss case studies, product comparisons, free trials, demos, etc.

A content strategy that drives results requires a clear understanding of your audience, goals, and journey. Keep optimising and improving your content based on performance and feedback. Measure what matters and stay focused on value for your audience at every step.

Choose Content Types and Distribution Channels

Once you know your audience and goals, it’s time to determine what content will resonate most and how to get it in front of the right people.

Blog posts

A tried-and-true option, blog posts allow you to share helpful information and insights with your audience. Focus on topics that align with your audience’s interests and help achieve your key objectives. Keep posts around 600 to 1,000 words for the best results.

Videos

For visual learners and those on the go, short videos are ideal. Create tutorials, product overviews, behind-the-scenes footage, or interviews with industry experts. Keep videos under 2 minutes for maximum impact. Upload them to your website and share them on YouTube and Vimeo.

Social media

Use popular social networks where your audience spends time, such as Facebook, Instagram, LinkedIn, and Twitter. Post a mix of content like blog highlights, quick tips, polls, photos, and links to drive traffic back to your site. Engage with your followers by liking and commenting on their posts as well.

Email newsletters

For your most engaged audience members, start an email newsletter. Share blog posts, event information, promotions, and personal updates. Aim for a monthly or quarterly schedule so you don’t overwhelm subscribers. Use an email service like Mailchimp or Constant Contact to design professional newsletters and track the results.

You'll build trust and authority with your audience with a targeted mix of content types and distribution channels. But remember, consistency is key—so start with what you can maintain, then build from there. Keep optimising and improving to achieve maximum impact over the long run.

Conclusion

Now, you have a blueprint to develop a targeted content strategy for your blog or business. By following these steps, you'll gain valuable insights into your audience, determine what content will resonate most with them, and map out an effective plan to reach them. You can stay focused on your goals and be flexible - make changes based on how your audience responds.

Most importantly, keep your content consistent and optimise and improve over time. Targeted content, when done well, is a long game. But if you follow through, stay determined, and never stop learning and adapting to your audience's needs, you'll build a loyal following of readers who return for your helpful and relevant content. Congratulations, you've got this! Now you can start building your targeted content strategy and achieve your goals.