Identify and Understand Your Audience to Create Content that Connects.
- Identify social platforms that fit your audience.
One size does not fit all and setting up an account on Facebook, Twitter and Instagram does not give you instant success. If your audience is visual, then Instagram may be your best choice. If your audience likes to write or research reviews while being a part of a private community then perhaps Facebook is your better choice.
You may even determine that there is a different target audience for different platforms. For example, you may decide to reach the “Mom Community” on Facebook, but the ‘Millennial” on Instagram.
- Identify the message that fits your target audience.
Your overall messaging may be great for your current audience but may not fit if you are targeting a new growth opportunity. You may need to fine tune the message so that it connects with the new audience. For example, your product may be based on a “comfort story” that allows you to talk about your proprietary technology. Depending on your audience, you could talk about the innovation behind the technology, or on the flip side you could talk about the lifestyle that the technology enables.
- Identify the storytelling tools that best deliver the message to your audience.
Does creating stop gap videos get your message across the best, or does a series of photos tell the best story? Perhaps it is about developing an ambassador program where your fans tell your story for you. Whether it is the creation of a whitepaper, or writing a blog post, or going on a photo-shoot, always ask yourself what the audience wants to know.
If you don’t know the answer – ASK. Ask your audience what they want to see or read. They will be happy to be a part of the process and feel like they are a part of your brand.
Regardless of who your audience is, you need to gain an understanding of where your audience consumes media and how they like to engage with brands.
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