Crafting words for the perfect press release, or planning messages that really hit the mark are essential, but remembering your audience is the first step in successful content. Before a word is written or a marketing campaign designed, knowing who you want to read, watch or engage with your message is crucial.
With Content Consultants’ client, BabyCentre UK, remembering who is reading the information (or who we want to read it) is central to the what, where and why.
As most new parents are millennials, this impacts what we write and how we share it.
Bearing these six points in mind means that winning content will be served to your audience in a way they want to access it.
1. Who is your audience?
What’s their age, where do they live, what’s important to them? With the BabyCentre audience we know they’re mostly in their 20s or 30s and are nervous – and excited – about being pregnant and having a baby. We also know they have lots of questions, and want information they can trust.
2. How do they access information?
If your audience’s main method is Snapchat then that’s where you need to be. If text messages are where they’re at, content needs to follow suit. Perhaps part of planning content is researching your market – whether it’s within your organisation or to a wider external audience – and finding out what works for them.
3. Why are they reading or viewing your content?
Have they come to you or are you pushing your message out to them? If they’ve ventured to your website then they want what you’re offering, but you need to make sure it’s delivering up what they expect, along with some interesting finds while they’re there to make sure they return – or share what they find.
4. How do they communicate?
Knowing what kind of language your audience uses is essential. If your campaign is aimed at students, perhaps a formal tone of voice won’t be accessible or user friendly to them. But don’t offend or embarrass your brand either. What you may think works for a certain group may make them cringe if you take it too far. Road test it before you launch it.
5. Where do they hang out?
It’s likely your audience uses social media, so incorporating it as part of your campaign is a must. Thinking about social media alongside the messages, articles or marketing materials should be included so you capture as many of your audience as possible. Most of BabyCentre UK’s audience use Facebook or Instagram, so tailoring messages or teasing articles from the main site onto these platforms is part of the package Content Consultants offer for the brand. If your audience prefers Google+ or Twitter then make sure you have messages to match that platform.
6. Will they care enough to share?
It’s likely you want your audience to share the information with others – whether that’s from social platforms or directly from a website or other source – so make it engaging and interactive. It will ensure people want to share on their own individual social media platforms or website for their colleagues or friends. The message may be mighty, but if your audience aren’t in the place to see it, don’t relate to it or won’t share it, it won’t work. So remember - knowing your audience is key.
Lucy Toseland-Bolton is Blog editor for BabyCentre. Any questions? Contact us!