Audiences.
Your audience affects everything you do. After all, they are the primary reason you do what you do. Understand them and know how to serve their needs.
People are diverse; as diverse as it gets. Of the billions on the planet, it may be fair to say no two are the same. Dozens of individual aspects make a person who they are; and each combination is unique.
This thought can be a daunting prospect. How do you begin to target a wide range of people and establish and audience if we’re all so different? Don’t fear, this diversity is manageable. In fact, it can actually be an asset, if only you know how.
DNA.
Let’s consider why each person is so different. How are people configured so they can become so unique? By no means is this an exhaustive list, but here’s a few ideas to get started.
- Age
- Gender
- Marital status
- Location
- Community
- Heritage (ethnic, racial)
- Family connections
- Sexual persuasion
- Physical ability / disability
- Education
- Occupation
- Wealth
- Political persuasion
- Religious belief
- Hobbies & Interests
- Style
- Possessions (house, car)
- Pets
Targeting.
Finding out who your audience is and targeting them isn’t being Big Brother. There’s nothing underhanded or mischievous about knowing the people you serve. Sure, ‘target audience’ and ‘target market’ came from the marketeer’s handbook. And yes, the idea can still be used to sell products and services, but in the content world it has another purpose also.
Content is there to help people do things; find new information, buy a product, book a service, be entertained, talk with friends. You may not need to create a revenue from your content, but you still need to attract them by knowing what they want and how they want it.
The DNA of your audience matters. Building your content around the factors that are most important to you and them will mean people will visit. After all, you are publishing to attract visitors, are you not?
Location
Consider someone's location. Are you looking for a global audience or is it something far more local? And if so, how local? If you're a local pizza shop, you'll only want to target people within a few miles. If you're a global brand, you want to direct people to their nearest store. What about information? Is it applicable to all, or only certain countries?Values
Consider a person's values. What if they're a workaholic, does that matter to your content? Maybe if you're offering a 'quick, no hassle solution' it does. But what about those who are family-orientated, religious, gay or of a particular heritage. Depending upon your content, it may be more pertinent to some groups than others.Lifestyle
Consider someone's lifestyle and how this impacts on your content. People may be sporty, healthy, musical, a tv addict, history buff, traveller, gamer or gambler. Is this important to your target market?Community
Consider someone's community and who and what they represent. The neighbourhoods where they live or grew up in, the faith or belief they hold, or interest they share. Communities online know no borders. Niche subjects can thrive thanks to the global audiences they can receive.Wealth and education
Consider someone's wealth. Are you featuring or selling high-end, expensive products and services, or budget brands? How do you tailor your content to appeal to the correct audience? Also, will someone's educational background matter?Beliefs and persuasions
Consider someone's beliefs. Maybe you're discussing recycled goods, working not-for-profit or raising for charity? This chimes with certain audiences more than others. And what about religious, sexual or moral persuasions? Some people appreciate certain leanings, while others don't. What about yours?
Tailoring.
While everyone is unique, we all share a set of common factors. In the past, connections were limited by distance, class, language or wealth. Now, thanks to the internet, many of these restrictions have been lifted and largely eradicated. We’re all free to indulge in new ways with new people.
Also, our uniqueness comes from the combination of factors that make us who we are. While our overall make-up may be different to everyone else, many of the individual points are shared with others. This means we can connect to, and have interest in, a whole host of groups – not just look for clones of ourselves.
This allows you to tailor your content to your audience in specific ways, not in broad strokes. Don’t consider just one aspect – content aimed at all men. Being too broad will mean no-one is interested, not everyone. Instead, tailor your content to individual aspects. From a diverse audience, a common goal will be found.
Language
Global audiences require global languages. If you're expecting to reach the masses, you'll need to provide your content in other languages, French, Spanish, German, Japanese and more. There are now tools to help, but it's worth checking the message is translating as you intend.Messaging
Understand 'how' you want to speak to your audience. Do you need to turn complex instructions into simple messages? Or are the people you're targeting fellow professionals who are happy with jargon and acronyms?Tone
Consider 'what' you are saying and how it will be perceived. Are you formal and professional, or cheeky and flirty? Is your audience of a certain age, be it old or young, and would they appreciate particular expressions and phrases? Be careful not to stereotype and patronize.Brand image
How appealing you are is determined as much by your visual identity as it is your written one. Consider how together your colours, fonts and the overall vision portrays you and the content. Will your intended audience find it appealing and appropriate?
