Creating Audience-Centric Content That's Relevant and Relatable 

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November 9, 2023

Before the boom of the internet, marketing was relatively simple. Businesses served localized markets and had limited reach. But as ecommerce emerged, industries expanded and buyers became more diverse. Now more than ever, it's crucial for companies to be aware that their target audience is not all the same. To truly connect, build trust, and foster loyalty, you must craft your content to speak to the unique needs and interests of individuals.  

Understanding your target audience 

The first step in creating effective content that truly resonates with your audience is developing a deep understanding of who you’re targeting. By delving into their individual needs, preferences, and challenges, you can tailor your messaging to establish a deeper connection. But where do you find this information? Marketers use dozens of strategies to gain valuable insights on audiences, but surveys, social listening, and analytics are the most common. 

  • Surveys: When you send out surveys for audience insights, you can gather information about each recipient's values, attitudes, and opinions. They also make it easy to collect demographic information, which is especially helpful if you're developing strategic content. 
  • Social listening: Social media can also be used to participate in social listening. The main benefit of social listening is the data you can gather that will allow you to adjust your strategy in real time. If audience members seem confused about one of your products, you can have your content team create a buying guide or answer some of the most frequently asked questions about the product on your website. Social listening also allows you to capitalize on customer feedback about your competitors. For example, if you notice people complaining about a competitor's shipping rates, you can create new content to highlight a free shipping promotion. 
  • Analytics: The needs and preferences of your target audience can be determined by collecting and analyzing data from various sources, such as website traffic, social media, and email engagement. For example, utilizing web analytics tools like Google Analytics to monitor website traffic, user behavior, and demographic information allows marketers to gather data like which pages are most visited, where visitors drop off, and what content resonates with a particular audience. 

Tailoring to specific audience personas 

The next step in creating effective content is to develop personas that represent different segments of your target audience. What are they interested in? What drives them? Once you determine the different groups you want to target, content for each persona should be tailored to a language and tone that will speak to that group specifically, using terminology that they’re familiar with and avoiding industry jargon. By visualizing your audience in this way, you can create highly targeted and personalized content that resonates with each segment, maximizing its impact and effectiveness.  

Age 

When it comes to creating content for a specific audience, one of the key factors to consider is the age of your target demographic. Different age groups have distinct preferences, needs, and communication styles, which should guide your content creation strategy. For instance, if you’re targeting Gen Z, you might want to focus on short-form video content for social platforms like TikTok or Instagram. This generation tends to appreciate authenticity, humor, and social causes, so content should align with those values. On the other hand, if you're targeting an older demographic, like Baby Boomers, written content or longer videos may be more effective. They often value in-depth information, reliability, and nostalgia, so your content should reflect these interests. By tailoring your content to the specific age of your audience persona, you exhibit your understanding of their preferences and form a deeper connection.  

Gender 

Understanding the gender composition of your target demographic is crucial. Like age, gender can influence interests, communication styles, and preferences, so tailoring your content accordingly can make a significant difference. If you're targeting a predominantly female audience, content that touches on topics like women's empowerment, lifestyle, or health would likely be relevant. In this case, visuals, messaging, and language should resonate with the female experience. On the other hand, if your audience persona is primarily male, you might create content that mentions men’s mental health, self-improvement, or finance, and use language and visuals that align with their interests. Striking the right balance and recognizing that gender is just one aspect of a person's identity is key here, as you want your content to be inclusive and respectful while catering to varying demographics within each gender. Tailoring content based on the gender composition of your audience can enhance engagement and build trust, ensuring your message is well-received by those you aim to reach. 

Needs and interests 

Knowing the unique interests and passions of your audience persona is the cornerstone of effective content marketing. For instance, if you're catering to a green living and sustainability-focused audience, your content should revolve around topics like eco-friendly lifestyle tips, renewable energy, and sustainable corporate solutions. On the other hand, if your audience is tech-savvy, you might focus on product reviews of the latest technology, tech tutorials and tips, and industry trends. By aligning your content with the needs and interests of your audience, your content becomes a valuable resource that caters to their specific desires, making them more likely to return. With your brand top-of-mind for their needs, you’ll be at the top of their considerations when it comes to making purchasing decisions. 

Preferred content types 

When creating tailored content, it's vital to consider the preferred content types of your target persona, as this can significantly impact engagement and conversion. For example, if your audience leans toward the analytical side, they may prefer data-driven content such as whitepapers, case studies, and industry reports. These content types offer in-depth insights, statistics, and practical solutions. However, if your audience group is more visually oriented, they might favor content like infographics, video presentations, or webinars, which convey information through compelling visuals and interactive formats. Understand your audience's preferences and leverage a mix of content formats to engage and connect with them effectively. You can experiment with various content types and analyze their performance to identify what works best for your targeted persona. 

International audience considerations  

For companies with international audiences, it's crucial to modify content to match cultural nuances, language preferences, and local market trends. Conduct thorough research on the countries or regions you are targeting, considering factors such as language, values, traditions, and communication styles. Localize your content accordingly, including translations, adapting visuals if necessary, and tailoring messaging to ensure it resonates with the specific audience you're targeting. If your company does have an international audience, ensure you’re staying up to date on the social, cultural, and political issues prevalent to each group to avoid appearing insensitive or offensive.  

 

Conclusion  

Creating the right content for your audience is a continuous process that requires deep understanding, flexibility, and adaptability. The key is to identify the objectives of your content and how they relate to your audience's desires and pain points. If you always put your audience at the center of your content strategy and strive to provide value, relevance, and a personalized experience, your brand can build long-lasting, meaningful connections.  

 

 

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