Stevie Keen is The Drum's audience development manager. For The Drum's Content Marketing in Focus, she shares her top tips on how marketers can research their target audience so that their content effectively reaches and resonates with them.
It can be daunting to know where to begin when researching your target audience. If you give it a quick Google, you will see a multitude of tools vying for your interest and offering insight after insight. But where to start?
Well, I’d recommend avoiding tools, at the very beginning. Think instead about the whys of your research and what you want the result to be. Otherwise, it’s all too easy to fall into a rabbit hole of data research without really knowing how to use it to drive your goals forward.
Your target audience should be the specific group, or groups, of users that are likely to want your product, services or content. Some may know they want it and are ready to buy, while others may have a problem they didn’t know your product exists to solve. Understanding these different audiences can help you craft content. For example, if they’re ready to buy they might need to know why they should buy from you, but if they are at the problem-solving stage they may need content that explains how to solve their problem, with mentions of your product/service thrown in.
What’s the difference between personas and target audience?
Personas are useful for understanding your users, what they want, what their pain points are and really digging...
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