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Content Marketing, Who Loves Ya? Drill Down to Your True Target Audience

December 9, 2014 | Justin Gray | No Comments |

If I could give every marketer a pop quiz, it’d only have one question. What’s the most important element in a campaign – cleverness, appearance or relevance?

Please tell me you got the right answer. It’s relevance, of course. Every marketer worth their salt has learned that message by now; all the pretty and witty creative in the world isn’t going to hook your audience unless the message actually matters to them. Yet somehow, teams keep making that classic mistake. They focus on what they want to say, rather than what their buyers want to hear.

Dissecting your buyers might not be the most glamorous part of marketing. You might prefer to be strategizing for a new social media campaign or dreaming up taglines. Here’s the thing, though. Creating content is pointless when you don’t know who’s going to read it. It’s like buying a gift for someone you’ve never met. The gift will probably reflect your interests rather than theirs and you’ll be insulted when it’s not appreciated.

So before you invest in writing, design and production, make sure you know who you’re talking to – and where in the funnel you want them to hear it. 

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