Content marketing is essential for any business, organization, brand, project, product, service, or event. It is the ability to strategize information in such a way that it centers around the mission of the endeavor, connects with the target audience, and produces results to accomplish the intended goal. I believe the basic formula for content marketing is:
Why (purpose/mission) + Who (target audience) + How (strategy) = Effective Content Marketing
According to Yelp Inc, more than 80,000 businesses permanently shuttered from March 1 to July 25. (Chicago Tribune). Some of these operating models included sole in-person engagement with the inability to shift quickly to digital communication. The US Chamber of Commerce reported, for small businesses that reported a temporary closure at some point since the start of the COVID-19 pandemic (23%), most have reopened (69%).
What can we learn within the pandemic?
The first wave of the Coronavirus should have taught many of us that hybrid communication (in-person and digital) is the future and the ability to keep up with the target audience/avatar will support business initiatives. We also should have learned the importance of incorporating systems and platforms to obtain goals. Lastly, we should have learned that online engagement matters.
Online engagement is not just posting on Instagram or going “live” on Facebook. The ability to connect with current followers while producing content to the target avatar is a strategy for impact and growth. Indeed, one should hire a marketer or digital strategist to support virtual communication. However, some business owners may not have the budget to allocate towards part or full-time employees. The reality is that the current program or project managers may have added online engagement to their responsibilities to support the bottom line.
3 Tips for Targeting Your Audience with Content Marketing
If you remember, I shared in a previous blog about the “why” to content marketing. When brainstorming a digital or social campaign, it is important to keep the “why” in mind. The “why” is the purpose and mission for the existence of the business, organization, brand, project, product, service, or event. This keeps everything in perspective.
However, the “who,” is solely directed towards your target audience/avatar/buyer persona. The goal is to be specific about who the intended “person” is as this is the guide for every product, service, or information produced and released. The avatar provides insight on how to pivot or adjust within the business. Here are 3 tips for targeting your audience with content marketing.
- Be specific about your target audience/avatar/buyer persona
- Know what they like, dislike, age, interest, income, primary digital outlet, and all things avatar related
- HubSpot has a free tool to help clearly identify your target audience
- Show up where your target audience hangs out
- If your avatar uses Instagram more than Facebook, produce more content for IG. If your audience read content on their phones more than their computers, ensure the system or platform is mobile friendly. Make it easy for your audience to connect with you.
- Speak their language
- Make it easy for your target audience to follow your content. If the majority prefer simple graphics, then ensure the content is clean, crisp, and succinct.
- If your target audience responds well to gifs or video content, then ensure that the marketing strategy incorporates that in the model.
Connecting with your target audience is more than posting on social. Learn what days and times they are most likely using various platforms. Incorporate various marketing strategies to capture their attention. Be willing to be flexible and adaptable to ensure business goals and objectives are met.
Until next time,
Subscribe and follow along!
Lisa Toban is a content marketer, personal development coach, founder, and creator of YWI who is committed to supporting Millennial women in owning their uniqueness, establishing their worth, and receiving resources to enhance their endeavors with content marketing strategies.