Content Planning: Targeting Your Audience

Expand Your Horizons with Audience Targeting

Mission, vision, values, SWOT analysis – all of these great strategic planning techniques help lead up to this point: your audience. Knowing your audience and tapping into new audiences can help you truly begin a long-term content plan that will magnify your effort’s success tenfold.

First, consider your current audience. What are their demographics, hobbies, professions, needs, wants, knowledge, perceptions, and common goals? Bottom-line: Who are they? How can you deepen their involvement, increase and diversify their participation, as well as increase their loyalty?

Next, who is your untapped audience or who would be inclined to follow your brand if the conditions were just right? Avoid picking audience groups at random by considering the following:

  • How can they find you or what are their points of entry?
  • Do they know someone or another brand that is linked to you or can vouch for you?
  • Do you serve just one of their needs or more than one?
  • Do you respect their barriers and interests?
  • Have you tried a personalized approach that is more engaging to them?

Also, it’s important to be realistic and relevant. Bear the following in mind when identifying new audiences:

  • Your target should have characteristics in common with your existing audience.
  • Your target should meet the goals of your organization.
  • Your target can be reached using resources you currently have.

You can easily package each audience group by creating a persona. Personas represent segments of your audience to help you view your platform from your audience’s perspective as well as align with their likes and dislikes. Use these personas to guide articles, products, services, and more.

Now that you know who you want to target, create a position statement for each audience group.

Creating a Positioning Statement

What makes you different from your competitors? Whether it’s deciding the structure of your website to the content of your articles, a position statement will help guide your tone and shape how your audience perceives and interacts with you. For example, you can create a position on a product or on a service – really, you can create a position on anything!

First, you must understand your audience as well as consider how they perceive you. Next, create a position statement that is relevant and beneficial to the target, but also reflects your mission and your vision as well as your values. Finally, use the following position statement template as guide:

For (your target audience), who (your target’s needs), (your organization) provides (something that is entirely unique and how it meets your target’s needs).

A product-driven position statement is great for achieving brand consistency when applied to your website, social media sites, as well as the Resource Box of your articles. Let’s say we, EzineArticles, created a position statement around our Premium subscription service, which was designed for those Expert Authors who want to get the most out of their article writing efforts. Our position statement might look a little like this:

For serious Expert Authors, who want to save time and get the most out of their writing efforts, EzineArticles provides the Premium subscription package to give Expert Authors incredible article review speed, seniority, VIP Support priority, intelligent keyword data, scheduled release feature, and Resource Box versatility.

Another example might be content-driven. Let’s say we want to create a position statement around our tips on English grammar, which helps strengthen our Expert Authors writing skills. Our position statement might look like this:

For Expert Authors, who want to strengthen their grammar and writing skills as well as convey their message confidently, EzineArticles provides Grammar Tips on punctuation, word usage, sentence structure, spelling, and writing styles.

Use your position statement to help guide your article topics, Resource Boxes, product releases, and more. The key to a great position statement is to ensure the statement is relevant and sustainable. In addition to mission and vision, as well as brand identity, audience targeting and positioning is a highly successful strategy to developing a content plan that works for you. We’ll show you how all of these elements come together in brainstorming, planning, and then finally measuring and retuning for added sustainability, so stay tuned!

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6 Comments »


1
Ulki Goswami writes:

Great tips for content writers and their clients. Writing down the positioning statement helps to clarify the purpose of writing articles.

Comment provided October 24, 2012 at 10:11 AM

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2
Hassan Zutell writes:

Targeting your audience is important for your readers.

Comment provided October 24, 2012 at 7:23 PM

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3
Randall Magwood writes:

I agree with having a positioning statement. It’s similar to something called a USP (unique selling proposition). Without it, it’s going to be tough to differentiate yourself and make alot of sales online.

Comment provided October 25, 2012 at 1:52 AM

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4
Joaseph Dabon writes:

It’s a very comprehensive article. Problem is you are making it appear that we are delivering a lecture or a seminar with full knowledge of who the participants will be.

I would find it quite disconcerting to treat the word “audience” in content marketing where our audience is quite invisible and not clearly defined.

Comment provided October 25, 2012 at 7:09 AM

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5
Sprüche writes:

Audience is most important part of website. If website have good audience, the audience can promote website for free. Also the audience can do backlinks for website.

Comment provided January 13, 2013 at 12:08 PM

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6

The targeting your audience is the key to success in online business!

Comment provided August 26, 2013 at 5:54 AM

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