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Content for Everybody is Content for Nobody

Dec 28, 2015 3:07:12 PMBy David McManus Posted in content marketing, Blogging

You have blogs, newsletters, podcasts, hopefully video and products / service information that targets a broad general audience. However, when you really think about it, how is that working out for you as a content marketing strategy?

Ask yourself, “Who is the audience I am trying to reach with my services?”

In order to find the one target audience you need to share your content with, you need to focus on the core of the many audiences you already have. To do this ask yourself four questions, who?, why?,  outcome?, and replacement factor?.


Who? Think about exactly who will want to view each piece of content you put out there, and who you want to purchase the specific product or service you are offering. This aligns with your buyer personas, knowing exactly who you're marketing too.

Why? Why are you offering this educational piece of content or service? What do you hope the audience gets out of this piece of content. Think about what is in it for your reader, and how whatever you are offering will help them and make life easier.

Outcome? What do you want the end user to do afterwards? What type of action do you want them to take. What do they need to do in order to make this content initiative a success? Do you want them to buy from you after viewing the 

Replacement factor? If you didn’t put your content out there, would your audience notice or would they even care? Think about giving your content a little something extra or making it unique. Something that can’t be found or duplicated anywhere else on the internet. Always ask yourself how important it is going to be to your audience.

These questions are crucial to finding your audience, but if you have multiple answers to who?...Houston, we have a problem. If that’s the case, none of the other questions can be answered and your content will be too broad for anyone to connect to.

So what’s the next step for you and your team? First, don’t think of this as being super complicated and that your company will die if you don’t do it quickly enough. Taking your time to thoroughly answer each question will supply you with a solid and more singular answer of who your target audience is.

If you want to know the right questions to ask and how to develop your target audience (Buyer Personas) then download our worksheet.



Posted in content marketing, Blogging