Identifying Your Right Audience and Creating Good Engaging Content

Identifying your right audience and creating good content is an integral part of your marketing efforts. Campaigns always fail because they have not identified the audience or not shown relevant content to the audience selected. In this article, we will discuss how to identify the audience and create good engaging content along with worksheets to plan the audience and campaign.

Identifying the right target audience

Launching a new brand—product or service—conducting a marketing campaign comes with a big risk. Understanding and identifying the “right” target audience will help you minimize that risk and allow you to focus your brand marketing efforts in the most cost-effective way possible. It is also one of the main ingredients of a successful business.

Step 1 – Start with Market Research

Begin with conducting market research to analyze all aspects of the market. You can start this by performing a SWOT analysis, which identifies a business’s strengths and weaknesses, along with opportunities and threats. Further, focus your research on identifying the below information.

✓ Location (local, national or international)
✓ Demographics (age, gender, occupation, income level, marital status)
✓ Psychographics (values, hobbies, lifestyle, personality, attitude, behavior)
✓ Industries (medical, accounting, lighting, nonprofit), if a B2B focus
✓ Market trends

Step 2 – Understand purchase path and pain points

As part of your market research, it’s important to pay particular attention not only to defining your target customers, but also knowing their different considerations to a purchase path, as well as pain points. The simplest most way to approach this is to think like the customer and ask pertinent questions.

This will allow you to craft personas, along with framing content that addresses those problems—centered around stages of the buying cycle (awareness, consideration, and decision). Personas are fictional characters based on research, which help you to represent the different user types who might respond to your advertising campaigns and convert as paying customers. In order to create the most ideal “Customer Personas”, we will need to include all the information we know about potential customers. Click here to download customer persona templates.

Identifying Content to Engage with your audience

Now you have identified your audience and found where they are more active, whether on social media or other streams. Since now you have already identified their pain points, you can use the same to engage with your audience.

For example, think that you are selling consultation in accounting and your target audience is small businesses that have a large number of transactions on a daily basis. The pain point you would identify is that the owner of the small business is finding it difficult to record transactions and generate financial statements on their own or they are missing payments because of the high number of transactions.

Since you have identified the pain points, now you can start creating content around them portraying solutions for that particular pain point. And since you are providing them a solution for a problem they have the conversion and their engagement will be high.

Likewise, you will be able to create content for your clients.