Content marketing drives today’s digital branding strategies, but if you aren’t writing for your target audience, your marketing efforts accomplish very little. Discovering your target audience takes work. Gathering information, analyzing trends, and asking your most loyal customers what they’d like to see from you in the future will increase your return on investment for your content marketing efforts. There are four key components to a successful content marketing campaign.

1. Demographics

Knowing your target audience starts with understanding who buys your products. Simple information, like age, income, and location provide some insight into their buying patterns, as well as the type of content they consume. You can use the demographic data to tailor not only the message that you present to your target audience, but the language that you use to do so. Content targeted towards 20-something college females may need a lighter, more energetic tone than content aimed at 50-something professionals. When you utilize demographic data you can adopt a style and tone that resonates with the target audience, prompts them to action, and encourages them to share your content.

2. Quality Content

By far the most important factor in the success of your content is the quality of the work. Poor writing and uninteresting articles don’t capture anyone’s attention, and will alienate those who might become customers. Quality content should never be direct advertising of your products or services, because that type of content immediately puts consumers on the defensive and hinders your ability to make the sale. Consumers don’t want to read blatant marketing materials; they sought out your content in an attempt to address a pain point in their lives. Through your content, demonstrate to the customer that you understand their pain points, and relate how your company can provide a solution. For instance, a plumbing blog may include articles on how to retrieve lost jewelry from a drain, while recommending the services of a professional for more complex plumbing concerns.

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3. Deployment

For your content to reach your target audience, you have to share it where they can find it. Social media is the preferred method of distribution in most content marketing strategies, but all networks attract different users. Facebook, the largest social network has many more female users than male, with most users under the age of 50. LinkedIn, on the other hand, attracts a largely affluent white male base. Use social media statistics, in conjunction with your demographic data, to determine where your content is best suited. The platform that you use to distribute your message will also help shape the tone and direction of the content.

4. Focus On Relationships

Posting content is only half of the content marketing equation. The other half involves interacting with your target audience once you’ve made your post. Engage with their feedback, and show that your company takes comments that your customers make seriously. This encourages more engagement, more feedback, and ultimately, more sales.

Success in writing for your target audience doesn’t start when you put words on the page; it starts with a deep understanding of the type of consumer you wish to attract. Before you start your content marketing efforts, gather information about your base, so you can tailor a clearer and more powerful message to your audience.