Specific, narrow targeting has many benefits. The most obvious is that it speaks more directly to your audience, increasing the chance of conversion. Instead of reaching a bucketload of people that your message only somewhat resonates with, you can reach a handful of people that your message REALLY resonates with. In the long run, this is much more effective.
Another overlooked benefit is in the actual content creation. When you are targeting specific personas, rather than your whole audience, you don’t need to come up with an all-new idea for each piece of content. Instead, you can repurpose your content to fit each of your sub-audiences, giving you the breathing room to come up with the next great idea for a new series of content. Did I already mention that it will also convert better?
When creating content for your targeted audience, there are many ideas to consider. Here are just a few content creation tips to attract highly targeted business:
Identify the Ideal ClientS or CustomerS
Most businesses have already established what their ideal client or customer is, but have defined them too broadly. They might have a target audience of women between 25 – 55 years old, who stay at home. But I’m willing to bet that the people who actually buy their products and services might include a few other groups of people as well. Businesses might be right on the money about who buys their product the most, but if you are getting business from other groups while only creating content targeted to your core group, how much more business could you get by also creating some content for these collateral customers? The point is, there may be more than one “ideal” customer. You should be targeting them all individually.
Get to the Point
In the long run it doesn’t matter who you target if you can’t deliver your message fast. No one has the time to listen to a bunch of fluff. Take the message that you want to deliver and distill it down to the most important value proposition. If you have more than one major proposition, then test one of them against the other. But DO NOT put both in the same message. With the exception of eBooks, whitepapers, and other long-form content, people only have the time to digest one solution at a time. They should be able to skim your creation and know exactly what pain point you solve.
Go Against the Grain
Stand out. Don’t be like the normal marketers. Use a phrase or theme that catches the eye with your audience. I don’t know about you, but I see a lot of sponsored posts on every social media platform that just look like boring reads. The reason why? The picture sucks. Even if the headline is decent, if the picture looks too much like a boring stock photo, I don’t want to read the article. If your topic has to be a little dry, connect it to something that isn’t. An unnecessary but clever connection between database management and Kanye West’s weird obsession with Beyonce (if there is such a connection) suddenly makes that boring article readable and digestible.
While these tips may be fairly simple to understand, implementing them into your content can be challenging.
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