Understanding Your Target Audience for Effective Content Marketing

Are you a business owner delving into the world of marketing? Chances are you’ve heard somewhere that knowing your target audience is the holy grail of marketing, right? But typically no one goes on to explain HOW you find this information out (yes, I know it’s frustrating). I agree with the marketing gurus that knowing your target audience is the most crucial part of the marketing puzzle. But instead of just stressing its importance, let’s dive into how you can actually uncover this information to take your content marketing game to the next level!

So, grab your coffee (or tea, if that’s your jam) and let’s dive into these 5 super cool ways to get inside your audience’s head:

1. On-Boarding // Off-Boarding Forms

On-boarding or off-boarding forms are a great place to see what language your audience is using to describe their problems, current situation and goals. Everytime I use my client’s EXACT words in my content marketing, I have people click my links or fill out my inquiry forms. This also makes for great marketing material for case studies, social proof, testimonials or client stories – which are some of the best pieces of content to activate your audience. Inside my course, The Content Blueprint 2.0, I have a workbook that has all my off-boarding questions laid out for you to steal!

2. Coffee Chats

These are casual, brief chats with people who would be perfect for your offers (but who you’re not trying to sell to). Maybe it’s a friend IRL or online who would feel comfortable opening up and sharing their struggles and deepest desires with you. Set up 10-15 minute zoom calls or in person meetings to talk to these people about how they feel in a specific area of their life (the area where YOU have the knowledge, skills and expertise). For example, if you’re a Duola, speak to new first-time parents, or pregnant women and ask them direct questions to uncover their struggles, challenges, desires, ways they’re thinking and feeling, fears… you get the point. Pay attention to exactly what they’re saying because if you can use their exact language in your content marketing, it’ll hit home with your people. I recommend taking notes or recording the session to refer back to later on.

3. Online Communities

This is the “shy girl” method of learning about your ideal client, because you don’t have to speak to them – you can act as a detective and weed through the information already out there in the e-universe. My two favourites? Forums and Facebook groups. For example, if you’re a realtor who specializes in helping first-time homebuyers find their dream home, join a “(insert city) first time home buyers” Facebook group or look on Forums to see what first-time home buyers are asking/worried about/struggling with. Real people asking real questions = win for you, and your content marketing. The key here is to identify recurring themes and concerns expressed by your target audience so that you can refine your content strategy accordingly.

4. Competitors Comment Sections

We’ve all got competitors. Might as well use them to our advantage right? If you’re not getting many questions from your audience due to the size or just lack of engagement, use your competition’s audience. There are always tons of people asking things in the comment sections of large accounts. Do some digging and use your own content to address these topics/questions/problems. Look for repeat questions or topics, as that signals that there are multiple people wanting to learn about that or struggling with that.

5. AI

Lastly, one of the only times I’ll ever recommend using the robot – for research. While it may not replicate human interactions, AI aids in uncovering unique perspectives and trends that inform your content strategy. The key here is using an effective prompt – make sure to give AI enough information to spit out higher level answers, otherwise you’ll be left with very surface-level, generic responses. 

Now, knowing your audience is KEY. But showing them that you see, feel and understand them is a whole other ball game. This is all done within your content marketing!

If you’re ready to take the guesswork out of Instagram marketing, and learn a simple, yet results-driven approach to content marketing, I have just the thing. My Content Blueprint 2.0 mini course teaches you the exact framework I use to drive measurable and impactful results for my clients and myself. I know you want to have a simple + streamlined content creation process, a steady stream of inquiries and to create content that directly contributes to the growth of your business! That’s exactly what The Content Blueprint 2.0 teaches you. Start connecting with and (most importantly) converting your audience TODAY. Learn more here.