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Understanding your audience and designing content for them

Is Your Content Reaching the Right Audience?

David Bosley

You’ve probably heard, more than once, by now that content is the undisputed king of the World Wide Web. If you have a website, the content on your site is what sets you apart from the nearly two billion (yes with a B) other websites clamoring for audiences across the Internet.

While conventional wisdom tells us that more content is better, that isn’t always the case. In fact, it’s more important to have more appropriate content than it is to have a larger amount of content. But, you need to have a healthy balance of both.

Different Types of Content for Websites Today

Here’s the kicker, though. Content is more than just the words on the page. Content comes in many forms. It’s not only about the number of written words you have on your website that matters. Having different types of website content matters as well. This includes:

  • Written content.
  • Videos.
  • Audio content and podcasts.
  • Pictures, images, graphs, infographics, etc.

As you can see, there are many different types of content that work together to create a website that is visually appealing, informative, and that becomes an authority in your field or industry.

Content with a Purpose – Why Your Content Needs to be Meaningful to Your Audience

Now that you understand the various types of content, it is important to focus your attention on creating content that matters for your website and your audience. If you’re creating a website on “How to Build a Better Rocket,” for instance, you would not include videos of people surfing. That would shift the focus of the site, confuse visitors, and turn your target audience away.

Your first task is to determine the purpose of your website. Which of the following do you hope to accomplish? Or are you looking to do something else altogether?

  • Educate and inform your audience.
  • Sell products.
  • Sell services.
  • Encourage your audience to act.
  • Get your audience to subscribe to your email newsletter.

Once you have a specific goal in mind, every piece of content needs to work toward that ultimate purpose, even if you take a moment to educate your audience about your product (or the need for your product) before trying to sell it to them.

Then you need to tailor the content to your audience. Just as surfing videos won’t appeal to people looking for ways to build better rockets, neither will content filled with grammatical errors, factual inaccuracies, or misspellings. Write for your audience or risk losing them altogether.

Make sure your content addresses the audience you want to reach.

Doing Content Well

If you’re targeting more tech or digital savvy audiences, like millennials, you’re going to need to up your game a bit. Millennials are among the most discriminating digital information consumers you’ll find on the web today. They seek information that goes deeper than the surface, but they have short attention spans. To attract this audience you need to deliver meaningful and valuable content in “byte” size pieces.

For all target audiences, you want to offer content that is appealing, informative, and that furthers your goals. Keep it authentic. Stick with your branding. And, be consistent with the messages and image you portray in your content (unless, of course, you’re looking to rebrand or target an additional market).

Finally, update your content regularly. You should add new content at least two or three times a week. In some busy and highly competitive industries that number goes up to two or three times per day.

Working with an industry expert, like PBJ Marketing can help you with all aspects of your content creation, content marketing, and branding needs. Contact us today by phone (646-770-3271) or email makeithappen@pbjmarketing.com to learn more about the valuable services we offer and how we can help you create compelling content that reaches out to your target audience.