The Blog at Prism Content Solutions
Navigating content marketing strategies.
Reach Your Target Audience with Better Content Marketing
When you are planning a content marketing campaign, it is important to know whom you are trying to reach and in which ways your target audience interacts with you. Often you will use different content for different target groups, so it is important to chart beforehand those you wish to approach and which form of content you will use.
Types of Interaction
Marketing research and advisory company Forrester distinguishes between seven different types of interactors: creators, conversationalists, critics, collectors, joiners, spectators and inactives. If you determine beforehand whom your campaign will target, your chances for success will increase. If you want to start a discussion, for example, you might want to considering writing or posting a news item. This news item can be used to attract the attention of conversationalists and critics who will react to it. If you want to inform, on the other hand, it is better to target inactives (people who find you through Google), spectators (people who find you through newsletters or blogs), and collectors who will share your content on their own network.
Crossing the Line
Knowing which media outlet to target is difficult to anticipate and depends on many factors. Are you relevant? Does your story fit with the way this target group uses and experiences the channel? It is important to do market research about the channel and target group. One of the best ways to find out if something is relevant is by approaching a number of people who use it on a daily basis and asking them outright. If they don’t bring up any serious objections, you are on the right track, and you can go ahead with a brief testing campaign.
You can never be sure of the outcome of your actions, especially when it comes to approaching multiple online and print communities. By making sure that you are well prepared, studying the workings of the channel and its community, and making sure that you operate on their level, you can increase your chances of success.