Find Out About Your Audience
If you’re creating content, you need to know who, what, where and when… and more about your audience.

You really
need to know who you’re talking to in your content marketing. Not just, aged 25-35
and likes beauty products. You need to REALLY understand their financial circumstances,
their personality, what their social situation is like, if they ever have any
free time, when it is and how they spend it.
Here are a few questions for you to ponder. Why not see how many of these you can answer about your target audience?
- What’s their home situation? Do they live with parents/rent/own a home?
- This gives an idea of life stage, income and social life.
- Do they live on their own/with friends/with family?
- How close are they to others that might be influenced by their interests and brand loyalties?
- What’s their family situation? Do they live with parents or are they settled down with their own family.
- If they’re living with parents, who’s the decision maker in that household?
- Are they sociable? If so, in what ways – do they go out, socialise online, big groups or small groups?
- Could word of mouth be impactful with your marketing? Will your content be passed through large social circles or be read by one person before they move on to the next thing?
- Which members of your audience would count as influencers?
- What social media platforms do they BUY from?
- This will impact where you invest your content marketing. You need to be where your audience is buying from.
- Do they buy from physical shops or online?
- This will give an indication of their thoughts/feelings and trust towards the internet. Do they think everything on the internet is fake news, set-up to lead them into fraudulent purchases? Don’t invest your money in getting your content seen online if your audience won’t be there or buy into it.
- When do they buy – what time of day and what time of year?
- If you can understand and predict their purchasing patterns, you can get your content marketing in front of them at the right time to influence their decision-making process.
- How much disposable income do they have?
- If you know this, you’ll know from your pricing point whether or not they’re a worthwhile target for your content marketing.
These are just some of the questions that you’ll need to know the answers to in order to be able to really understand your audience and ensure that your content is in the right place at the right time, using the right language and the right visual appeal.
By having a full understanding of you audience and their likes, dislikes, interests and social situation, you can build a really clear picture of you audience. This information will help you to build a clear picture of specific characteristics of your target audience. Through knowing your audience to this level, you can optimise SEO and your content, carefully craft messages to appeal to your audience, and ultimately bring them to you.
I think it’s underestimated the value and the need of fully understanding who you’re talking to. The more you know, the more refined and honed your content marketing will be.


