5 ways to make sure your marketing content is not talking to the wrong audience

Content marketing, in its very essence, has one core objective – to engage and retain a clearly defined segment(s) of the market which would ultimately translate into a desired customer action. Be it brand awareness or lead generation. But quite often, businesses invest considerably into content that speaks about the products and services that are being offered to the market. Simply put, the content and editorial pieces revolve around the offerings and fail to touch upon the most important aspect of a good content strategy – the Audience. Your product may be great for you, but how does it translate for your customer and are you saying it in their language?

It’s well worth your time and resources in identifying a clear, relevant and profitable segment of the market that you want to reach and then learn their language to communicate effectively. Let’s look at some of the critical aspects of a successful audience engagement.

1. Identify your audience
Who is your business catering to? Where are they looking for solutions? What inspires them? What are their values, lifestyle patterns and attitudes? These basic questions need to be answered for your business to be able to define its target audience clearly. Understand your audience – their demographic characteristics, geographical location, psychographic patterns, buying behaviour, tastes and preferences and spending patterns. In a nutshell, you need to articulate the buyer persona of your target audience. The more you know about your audience, the better you will be able to create impactful and meaningful content that will engage them.

2. Know how they consume information
Understanding how your audience consumes media and content is crucial to creating an effective content marketing strategy. Your business needs to know which channels are used most regularly by your customers to gain information, and which platforms they use to interact with each other and other brands. Several digital sharing platforms and forums are available today as a means of media consumption; however, not all of them may be relevant to your audience. It is a key aspect of your content marketing plan to identify the platforms most often used by your audience, so that you can make your content available on those platforms.

3. Post the right kind of content
Easier said than done! If you have understood and analysed your target audience well, and have a good hold on the nuances of your market segments, you can easily devise content topics that will keep them engaged and interested in your brand. One of the characteristics of a poorly constructed content plan is posting dull, repetitive and uninteresting content. What you want to communicate may be essential, but if it does not touch your audience, it does not serve any purpose. Provide your audience with content that adds value to them and enriches their knowledge so they look upon you as a go-to person for their information needs.

4. Speak in an audience-friendly language
You may have a comprehensive content plan that has identified the right audience and the right mediums to reach the said audience. Yet, there is a possibility that your content fails to create the desired impact. This could be attributed to improper use of language. Understand if your potential customer consumes content in a formal or informal manner. Whether they prefer simple sentence construction or desire something more complex. What is internally accepted in your company as a common term may not be familiar words for your prospects. In general it is best to avoid using too many technical terms or jargons. Simple and effective communication usually works best across multiple user groups.

5. Use the right formats
In addition to language, the format of content is also vital. Your audience may prefer content in different formats – text pieces, blogs and blurbs, infographics, images, video and rich media, and even audio. Furthermore, you can post content in a mix of formats; it is always good to present a multi-faceted image to your audience. Interactive media and formats work well too, since your today’s audience likes to be involved in a conversation rather than listening to monologues.

The primary step in reaching the right audience is identifying the segments that your brand seeks to target, and building the audience while simultaneously working on building your brand and reputation. Invest in creating content that is audience-influenced rather than product-influenced. The more targeted and customized your content is, the more it will evoke the right response from your audience.


77 comments on “5 ways to make sure your marketing content is not talking to the wrong audience”

  1. The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.

  2. I am extremely impressed along with your writing skills
    as smartly as with the layout on your weblog. Is this
    a paid subject or did you customize it your self? Either way stay up the nice quality writing, it’s rare to look a great
    blog like this one nowadays..

  3. The other day, while I was at work, my cousin stole my iphone and tested to see
    if it can survive a twenty five foot drop, just so she can be a youtube sensation. My iPad is now destroyed and she has 83 views.
    I know this is totally off topic but I had to share it with someone!

  4. I simply could not leave your website prior to suggesting
    that I really enjoyed the usual info a person supply on your guests?
    Is going to be back frequently to check up on new posts

  5. Hi there this is kind of of off topic but I was wondering if blogs use WYSIWYG
    editors or if you have to manually code with HTML.
    I’m starting a blog soon but have no coding know-how so
    I wanted to get advice from someone with experience.
    Any help would be enormously appreciated!

  6. Today, I went to the beachfront with my children. I found a sea
    shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She
    placed the shell to her ear and screamed. There was
    a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is completely off
    topic but I had to tell someone!

  7. Hi there, just became aware of your blog through Google, and found that it is really informative.
    I’m gonna watch out for brussels. I will be grateful if you continue this
    in future. Numerous people will be benefited from your writing.

  8. Hey There. I found your blog using msn. This is a really well written article.
    I will be sure to bookmark it and return to read more of your useful info.
    Thanks for the post. I’ll certainly return.

  9. I truly love your blog.. Very nice colors & theme.
    Did you make this amazing site yourself? Please reply back as I’m wanting to create my own blog and
    want to know where you got this from or just what the theme is named.

  10. Good day I am so thrilled I found your site, I really found you by accident,
    while I was browsing on Digg for something else, Nonetheless I am here now and would just like to say
    kudos for a tremendous post and a all round entertaining blog (I also love the theme/design), I
    don’t have time to read through it all at the minute but
    I have book-marked it and also added in your RSS feeds, so when I have time
    I will be back to read a great deal more, Please do keep up the superb jo.

  11. Right here is the right webpage for anybody who hopes to find
    out about this topic. You realize so much its almost hard to argue
    with you (not that I personally will need to…HaHa). You definitely put a fresh spin on a
    topic that’s been written about for many years. Excellent stuff, just excellent!

  12. Thank you a bunch for sharing this with all people you really know what you are speaking
    approximately! Bookmarked. Kindly also talk over
    with my web site =). We could have a link trade contract among us

  13. Descargar facebook
    Hi there! I just wanted to ask if you ever have any problems with hackers?

    My last blog (wordpress) was hacked and I ended up losing
    a few months of hard work due to no back up. Do you have any methods to prevent hackers?
    Descargar facebook

  14. My brother suggested I might like this website. He
    was totally right. This publish truly made my
    day. You cann’t consider just how much time I had spent
    for this information! Thank you!

  15. Hi there just wanted to give you a quick heads up. The words in your article
    seem to be running off the screen in Firefox. I’m not sure if this is a formatting issue or something
    to do with browser compatibility but I thought I’d post to let you know.
    The design and style look great though! Hope you get the problem
    solved soon. Many thanks

  16. I got this site from my pal who told me regarding this web page and now this time I am browsing this site
    and reading very informative articles or reviews at this time.

  17. Hey! Quick question that’s totally off topic.
    Do you know how to make your site mobile friendly? My website looks weird when browsing from my iphone4.
    I’m trying to find a theme or plugin that might
    be able to resolve this issue. If you have any recommendations, please share.
    Appreciate it!

  18. Thanks for finally talking about >5 ways to make sure your marketing content
    is not talking to the wrong audience | All Things Marketing <Liked it!

  19. You really make it seem so easy with your presentation but I find this matter to be
    actually something that I think I would never understand.

    It seems too complicated and very broad for me. I’m looking forward for your
    next post, I’ll try to get the hang of it!

  20. I’m not that much of a internet reader to be honest but your blogs really nice,
    keep it up! I’ll go ahead and bookmark your website to come back later on. Cheers

  21. Aw, this was a very nice post. Finding the time and actual effort to generate a very good article… but what can I say… I procrastinate a whole lot and don’t
    manage to get nearly anything done.

  22. I think this is among the most vital info for me.
    And i’m glad studying your article. However want to remark on some general issues,
    The web site taste is ideal, the articles is truly great :
    D. Excellent process, cheers

  23. Excellent blog you have here but I was curious about if you knew of any user discussion forums that cover the same
    topics talked about in this article? I’d really love
    to be a part of community where I can get feedback from other experienced people
    that share the same interest. If you have any suggestions, please let me know.

  24. My spouse and I absolutely love your blog and find the
    majority of your post’s to be exactly I’m looking for. Does one
    offer guest writers to write content in your case?
    I wouldn’t mind producing a post or elaborating on a few of
    the subjects you write related to here. Again, awesome website!

  25. Does your blog have a contact page? I’m having
    problems locating it but, I’d like to shoot you an email. I’ve got some ideas for your blog you might be
    interested in hearing. Either way, great site and
    I look forward to seeing it grow over time.

Leave a Reply

Your email address will not be published.

Whenever you are ready,
let's discuss your marketing.

Let's Connect

  • Hyderabad
  • Bengaluru
© Highpurple 2018