Small businesses often fail at content marketing because they haven’t taken the time to fully understand their audience.
Forbes recently shared different ways that a business’s content marketing may struggle and become ineffective. Two of the reasons that your business may falter at content marketing is how you’re connecting with your audience.
One way to ensure that your content marketing is on target is to understand your audience. In order to do that, you need to research who they are and what kind of information they respond to. Take the time to research who they are: their age, gender, income, interests, and what keeps them up at night are all clues into who your audience is. Scale your content for the problems they have who they are.
Secondly, don’t just push out content for the sake of pushing out content. Your content needs to have a purpose. Content needs to have a beginning, middle, and an end – depending on where your audience is. This is where your audience research comes in handy. By knowing where they are in the buying process, you can deliver content that meets them where they are and where they are headed.
Creating a picture of who your audience is and then planning the kind of content they need will help keep your content marketing from faltering.