It turns out that we already knew that between speaking and saying there is a huge difference, but it seems that when it comes to approaching a content strategy, the concepts are confused. There is a big difference between making content and doing content marketing: the focus on the audience. Understanding who the content is for, what need it can solve for our recipient or when it can be useful, are the issues that make the difference between only making content and creating content designed for a defined target audience.

The big question of whether quantity or quality is better is irrelevant as long as you don’t think in terms of the audience. If you do not understand first what the audience is like, we can only make content, a lot or a little, but almost certainly not very effective. Content becomes content marketing when you have a strategy behind it. Content marketing is creating content in the context in which the audience needs that content.

To establish a content strategy, everything must revolve around the  Panama phone number list  audience, the target audience we are addressing. This does not mean assuming certain characteristics about that target audience and taking them for granted; Rather, it requires studying, analyzing and understanding who we want to address.

Good practices (and, ultimately, the results) of content marketing start from the knowledge of the audience, and to achieve this knowledge it is necessary to resort to procedures and data sources that give us information to know our content recipients.

Empathy map: the canvas of our target audience

One of the most interesting tools to describe the audience is an empathy map. An empathy map (empathy map, in English) starts from a concept similar to a ‘model canvas’, in such a way that it puts on a theoretical canvas aspects that we must take into account in order to know our target audience, which go beyond what merely demographic.

This approach forces us to ask ourselves and answer questions that allow us to define a profile, taking into account interests, motivations, frustrations, challenges that we believe that the audience we study has.

But since one of the golden rules of marketing is not to make assumptions, the next step is to check those assumptions with reality to have a more precise pattern that describes our target audience.

Social media: listen to meet the audience

Social networks are tremendously useful to know our target audience. Based on some assumptions of our empathy map, we must approach social networks to listen. This means that before considering active participation, we must stop to understand what our target audience is talking about, what topics interest them professionally, what things amuse them personally, and much more.

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