KNOW YOUR TARGET MARKET
The ability to understand who you want to sell to will determine how successful your content marketing campaign would be; creating loads of content without reaching out to people who need your service or products is equivalent to years of hard work down the drain. It would be proper to conduct research on your audience and understand everything about them. To understand your target audience, there are basic things you will have to do;
Conduct research on your competitors
You are not selling because someone is selling to the people that should buy from you or someone is providing the service in a unique way that attracts the buyer. To win a battle, you have to leverage your strength and work on your weaknesses. Learn from your threat and create opportunities from them. You can even understand customers buying behavior from your competitors’ perspective; this is not an attempt to snitch but a quest for growth.
Request for people’s opinions on how you can serve them better. You can either do it online or offline. Offline research requires you to move from one place to another to meet people one on one. You can as well create an online survey via google forms or survey monkey. It will help you understand who to target when creating your content. In fact, it will help you to understand the kinds of content to be created.
Use Google Analytics
If you have an existing blog, you can set up free google tools like the analytics to understand customer’s behavior on your site. Analytics will help you to understand where customers are coming from, what they are doing on your site, bounce rate, content that’s performing well, and all other things that help you grow. Webmaster tools will also help you to understand how your content is performing on the search engines.
Once you are able to conduct necessary research, go ahead to create your audience persona. What is an Audience Persona? This is more or less like an avatar you create that represents the result you find out from your research. An audience persona will have the following information; demographics, goal, and challenges, where she works, job title, fears, income, and everything you can think of a normal human being. Having your audience persona in mind will enable you to tailor your content marketing strategy appropriately.