Your success in marketing starts with a clear understanding of what your target audience needs are. You will never create a perfect content if you do not know who you are doing it for.
So today, we'll plunge deeply into the content marketing topic and find the answers to the questions "what is a target audience" and "how to find your target audience." and "how to create the best content for it?" But first things first.
What is content marketing?
Content marketing is a long-term marketing strategy. Its aim is to attract your target audience and build trusting relationships with it. To achieve their dark goals, marketers create and distribute relevant content. That's obvious, but still, worths mentioning.
What is a target audience?
The target audience is those people for whom your text is created. These are readers who are interested in the topic of your article. These are buyers who need your products and services. To get the text 'hit the mark,' we need to find out what these people's needs and problems are. In other words, we need to perform an analysis of the target audience.
Analysis of the target audience helps to make your info article as useful as possible, and the selling text as efficient as possible. Based on the results of the analysis, the author will be able to build the best structure of his work.
If you know your target audience, its problems, and wishes, your letters and articles will not leave indifferent anybody. You will be sure that the letters will be perceived and appreciated. It will increase conversions.
To write the right text takes a lot of time. Therefore, do not waste it on content that is not focused on customers. First find out who they are, their expectations and aspirations. How to do that? Read on!.
How to determine target audience?
The easiest way to find out the reader's needs is to put yourself in his shoes, of course. Sometimes this is enough, but, not always. If the author is a 40-year-old brutal man, it will be challenging for him to understand a young girl who chooses a beauty salon. A shy intellectual won't understand the visitors to a nightclub.
In such cases, it is required to study the audience. To do this, you can chat with friends who know things or to about the product/service, visit thematic forums and communities on social networks. Another beneficial source of information is feedbacks on products and services from the consumers. And finally, you can simply open Google Adwords and see what people usually look for on this topic.
What content does your target audience need?
The easiest way to find out is to clarify the following questions:
- What is the product or service of my company?
- What are the demographic characteristics of your customers?
- What is the purpose of the content (newsletters, blog articles, notes on the social network?)
The answers to them are the first step to understanding what content will be useful to your readers. There is a simple formula which will help you.
[Your brand] creates content to help and tell [the audience segment] how they can [insert action] better.
For example, Adidas creates content to help and tell men (women, children, athletes) how they can train better (prepare for competitions, play sports, travel)
Based on this, you can create articles or newsletters on topics:
"Training peculiarities if you are 50-year-old bestie", "How to build the figure of your dreams," "The champions' training methods you can adapt," etc. Do not forget to mention how your product will help and benefit the process.
The next step requires more serious preparation. To understand what your audience will read and what content it will consider useful, it is necessary to conduct an in-depth analysis:
Determine who buys the product or service. Here, segment customers by location, gender, age, needs, costs of purchasing goods.
Do not create content for the sake of content. Tie it with the theme of the business. It must answer the question: "How does your product or service solve customer problems?" And how can you help customers?
I am sure you know the market leaders and closest competitors. Start to analyze them. First, examine the separate parts - what topics they touch upon, how do they receive questions from the audience, how do they respond. And what is more important, what keywords do they use?
Not to miss the nimble newbies, start searching for keywords that relate to your industry. And see which companies fall in the results. Explore their sites and pricing. Do it regularly.
Clearly state that customers will get benefit by choosing your company, not competitors. How are you different from them? What do you do better than other market players? Explain it to your potential customers clearly.
Without this analysis of the situation, it will be challenging to break through the market - your content will not hit the target and will not fulfill the mission entrusted to it, you will not sell anything.
What is AIDA, and how it helps to create content?
Any copywriter is interested in creating such content which would affect the audience to the maximum. You can increase the impact of the content significantly by putting yourself in the audience's shoes. Write about what it is interested in, improve the readability of the text, choose the optimal article size, but … If you write selling content, you can't do without the AIDA model. Imagine, you want to write a text for promotion but do not know where to start with.
AIDA model was developed exactly for such cases. By following it, you can more likely turn your reader into a consumer of the goods and services you offer. In other words, it is a very powerful and useful concept, which you should definitely use as a copywriter.
A - Attention
The most crucial step which can not be skipped. The task is to attract the attention of the reader, by all means. As a rule, in the texts, the function of drawing attention is performed by the titles and headings.
The main principle of a good headline is to draw the reader's attention to a solution to his/her problem or to arouse curiosity. The structure of such headings can be very diverse: from question to exclamation.
For instance: "You make these mistakes while…", "How to raise your social status and…?
"5 Things in… you did wrong"
I - Interest
The second step of the AIDA model is the conversion of a reader into a consumer. Attention has already been attracted; it's time to drive interest.
Interest is caused by an increased focus on the problem. Describe the advantages of a product or service. This step is a critical one. If the reader is interested, he/she will continue reading.
D - Desire
Desire is rooted in the interest you provoked before. The reader's thought that he needs the product you offer is not a desire yet. It is still an interest. Desire comes when there is a motivation to buy goods.
There are many ways to provoke desire. One of them is the creation of limitedness (the coupon is valid till XX) and stressing out the uniqueness of a product.
A - Action
The AIDA model ends with action. It takes effect when a potential customer is ready to buy a product. It is a kind of trigger. Direct your client right, use Call-to-Action: Register now! Buy at the best price! and so on.
Now you know enough about your TA and how to determine it to create your own content marketing masterpiece. All the best!