One common misconception is that excellent content marketing is all about creating excellent content. That would seem to make sense, by definition. But in reality, even the greatest content marketing has to reach an audience in order to do anything significant.
The best content in the world will accomplish nothing if nobody sees it. And in many cases, marketers have to make a strong effort to shift their thinking when producing content.
Instead of putting all the emphasis on WHAT we you creating, the true key to content that resonates is WHO you are creating for. ← Tweet this
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There’s a lot of information out there, and the demand for content is huge. A recent statistic in DemandGen’s 2015 content marketing survey report revealed that 75% of B2B purchasers rely on content as a research medium when they’re looking to make a buying decision. That being said, it’s important to stray away from generic messages that apply to a general audience and instead create content that stands out by speaking to a specific audience that is designed to hit a distinct target.
Content marketing is successful when:
- It speaks to a direct audience (How do I find my target audience?)
- Answers their questions
Content that checks these two boxes is sure to make the reader feel understood and start to trust that you and your brand can help solve their problem.
Before diving deep into your content marketing strategy, think about the WHO.
- Who is it for?
- What do they care about?
- What are their big questions right now?
And then simply answer those questions through videos, articles, or longer informative pieces.
We hope this article was helpful and if you want to learn more about the importance of defining your target audience be sure to explore our website, follow us on social (Facebook, LinkedIn, Twitter) and subscribe to our YouTube channel.