When we talk about an audience it is irrespective of whether it is for your brand, blog, products or services. What really matters is what type of an audience you want to attract.Why do you want to target them?. What problems are you going to solve of theirs?
It is very important to figure out who your target audience is going to be. If this is figured out in the beginning itself , you wouldn’t face any issues related to your audience or content strategy in the future. You would have a very effective content strategy in place.
How do you figure out who your target audience is going to be?. For this, you have to find out at what point in a customer’s daily routine is he going to face an issue and how you are going to solve that issue. Once you figure this out, creating a content strategy around this would be easy.
Take the case of American Express and their open forum concept. American Express OPEN Forum, a small business community platform, is one of the most successful content marketing efforts on the Web.
It was designed around a problem. Their mission was to help business owners who were recovering from the financial crisis of 2008. They have a lot of contributors including business owners, journalists, and industry experts. So all the information that you would find there would be of some use to you because it would relate to real life experiences of those people.
Here is how they did it.
As you can see how this company has tailored their content to help people with similar interests to solve their problems. It doesn’t get any better than this when it comes to executing a content strategy. After you have figured out what type of audience you are going to cater to.
Let us look at another company that uses content marketing to educate its audience.
This company is called Callaway Golf. They have been successful with their content marketing efforts, simply because they focus more on engagement and educating their fans rather than selling their products.
Here is how they do it. Callaway staffer Stuart Appleby tells you how to hit a low bump and run. Keep your feet close together with a balanced stance and use your shoulders to make a small, back and through swing
They are educating their audience with the help of influencers. Every person interested in learning golf would watch it as they offer free tips.
Xerox is another example of how it helps brands engage with its audience.One of the biggest components of Xerox’s content marketing strategy is its digital magazine called Real Business.
They designed a campaign. This campaign, devised by Y&R New York and Tronic Studio New York, shows how Xerox is helping clients such as Marriott International and Target through the use of digital interactive displays at select airports
The key takeaways are
- Figure out who you want as your audience.
- What do you want to convey to them?
- Is the purpose to educate your audience?
- Is it to solve their problems?
- Is it to build brand awareness and if yes then what kind of awareness?
Once you figure these things out, you would have a clearer picture as to what your content strategy is.