The single most important part of content marketing is knowing your audience, or more specifically, your target audience. Everything that is created as part of a content initiative needs to be developed with the target audience in mind.
Sometimes though, the question is not whether or not you know your audience, but whether or not you’ve realized that you have more than one audience, each with different needs.
Trying To Market To An Overly Broad Audience
A huge mistake that many companies make with their content marketing efforts is trying to cater to multiple audiences with the same content. For example, you might see a computer distributor who works with heavy industry, small businesses and private consumers trying to capture those three distinct audiences with one blog and one email newsletter.
They decided that their audience is computer users. They didn’t break it down far enough to realize that they’ve actually got three separate audiences with very different needs. Trying to engage all three of these buyer personas in one place is never going to work. The buyers in heavy industry are not going to be interested in content that appeals to private consumers and vice versa.
When content and information are presented in this way everything gets watered down. You end up with too little specific information to satisfy any one audience, and too much irrelevant information that alienates them all. The image that gets conveyed to your readers is one of being a know-it-all. You know just enough about many little things to speak on them, but not enough about any one thing to be considered an expert. With content marketing we want to be seen as the expert, not the know-it-all.