Who Is Your Audience?
This can be a very tricky question to ask, but it is hugely significant for your strategy as a whole. You need to know who you will be creating content for. Unless you don’t really want to go far with your content marketing efforts, you can’t be creating it just for yourself.
When creating a content marketing strategy, it helps to ask yourself some very crucial questions like, ‘who is your audience?”, “what are your goals?”, or “what channels are you going to use?”
Identifying personas, their behaviours, and preferences is crucial for your success. Your target group does not include all the people in the world unless you sell air or water. You should prepare a set of persona templates and some segments of your target audience that you most want to reach. Finding out where they spend their spare time on the Internet, and what content they enjoy, will lead you to many answers to important questions.
What Channels To Use?
This question is connected to what your answer is regarding target groups. Once you detect where your audience is, you can turn this knowledge into a practical approach. Did you know that your audience loves Twitter? If so, you’ll need to use this platform too if you want to reach your target audience that is. You may sometimes find out that your potential followers are not active on the most popular platforms – like Facebook, Instagram, or Twitter. You may need to reach them with your content on platforms like LinkedIn or Quora.
If you don’t analyse your audiences beforehand, you can spend a lot of your efforts on working on your presence where it is not needed – or seen by your target groups. It sounds like a waste of time, doesn’t it? Also, speaking of social media, some platforms may be perfect for publishing longer posts, which means you may be able to give up the idea of a blog entirely. Look at Medium, LinkedIn Publishing platform or Facebook Groups for example.