A detailed examination of anything complex in order to understand its nature or to determine its essential features.
“When you align your message with what people are already passionate about, you are able to make an emotional connection.” – Tim Burke
Content marketing is a strategic marketing approach that enables the creation of consistent content of a certain value to a previously known user audience and, as a result, mobilization of these audiences. As the definition suggests, the first step for a content marketer is to know his/her target audience. This is called a target audience analysis.
A target audience analysis is a study of your potential customers. It tells you who your ideal customer is and enables you to understand your audience.
By defining and analyzing your target audience, you can learn what drives them and how they can be best approached. It’s the foundation of successful marketing campaigns and content marketing strategy.
As Bill Gates once stated, the content is king. This was the case when he said it in 1996, and it still is. If done right, content creation enables you to attract attention to your brand; it increases the traffic to your website and social media pages by increasing rankings in search engines, it helps you to build trust between your brand and your customers, so on and so forth. The key here is, however, is to create the right content, rather than good content. This is where target audience analysis comes into play. It gives you an idea about what the right content is for you.
Creating good content is not that difficult. There are many very equipped copywriters out there who can write really well. However, no matter how well written it is, a piece of content that doesn’t attract your target audience’s interest, and doesn’t create engagement is no use. A good content marketing strategy relies on the right content then the good content. For example, if your ideal customer is a man between the ages of 24 and 30, who plays video games, enjoys watching superhero movies, and is very interested in soccer, a blog post about the latest makeup trends won’t mean anything to him, even though it's the best-written blog post on the planet.
A proper target audience analysis not only tells you about what type of content to create, but also where, how, and where to publish it, and makes targeted marketing easier. For example, if the social media analytics tell you that your ideal customer spends a lot of time on Instagram but doesn’t care much about Twitter, you can advertise your “right content” on the previous one than the latter. Another way a target audience analysis is beneficial is that it optimizes your media buying by letting you know when your audience is more active on social media, what shows they watch on TV etc. This way, you can promote your content only when it’s relevant to your target customer.
A target audience analysis starts with gathering data and continues with creating brand audiences. It may also involve analyzing your competitors’ target audience too. If you’d like to know more about the process, we have another cool article for it.
At Kimola, we make target audience analysis so easy. Thanks to AI-Powered anonymous profiling, we profile thousands of people anonymously in real-time through their social media activity. We provide demographics of your audience so you can understand your customers better and plan your strategy accordingly. By identifying and analyzing your target audience, we help you to develop a better content strategy.