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So it’s day one of the content strategy training and you may be surprised to hear that we’re not diving in and planning post topics right away. There’s something a lot more important to consider first: who are you writing for?
You might think you already know the answer to this simple question. And you could go ahead and plan your content before you work on this, but you could be wasting your time if you’re not narrowing down the idea of your “ideal customer”.
Hint: It’ll also help to take previous content you’ve written and judge it to see if you’re writing it with the right people in mind![tbpquotable]When you truly understand your ideal customer, you can focus your content on solving their problems.[/tbpquotable]
Finding Your Ideal Customer
If you try to please absolutely everyone with your content then you might do OK, but it’s unlikely you’ll really connect deeply with anyone. If, on the other hand, you hone in on a specific sub-audience within your niche then you can get to the heart of what really matters to them, and understand their frustrations, desires and needs. If you can do that, then you’ll find people who really want what you’re going to give them!
You probably already know your broad audience. For me with this site, it’s for people who need help with content marketing. But that’s still too broad!
Here are some questions to ask yourself to narrow it down:
- Is your ideal customer male or female?
- How old is your ideal customer?
- What level of education do they possess?
- Are they tech-savvy?
- What’s their average yearly income?
- Do they have children?
- Where are they from?
- What are their hobbies?
- What matters most to them in life?
When you answer these questions, you can either answer them based on a real-life customer who you know represents your target audience, or you can answer them based on what you want your target audience to look like. It’ll probably end up being a combination of the two.
And remember, not all of your readers and customers are going to fit into the exact picture you paint here, but it’ll be the answers you give to these questions that shape the direction you take with all of the content you put out there.
Now you put together a few sentences describing your ideal customer. Here’s a fictional example:
My ideal customer is a college-educated woman aged between 30-50 who has children still at home. She earns a modest income, which she wants to supplement by making crafts at home, but she doesn’t have much time or money to spend on learning.
Getting to the Heart of What Matters to Your Audience
Now that you’ve answered those all-important questions, you’ve got a good fictional representation of your ideal customer. Next we’re going to use this to figure out how to solve their frustrations, desires and needs – those three crucial elements that I mentioned at the beginning of this post. But don’t worry – we’ll save that until next time so you don’t have too much homework to do!
Your Homework: Go through the questions mentioned above and then come up with 2-5 sentences describing your ideal customer.
Look out for the next step in the training on Thursday!
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