How to Produce Content for Your Target Audience

Posted On: 24th October 2023
|
Read Time: 5 Minutes
How to produce content for your target audience blog

Think of it this way: imagine asking an estate agent to search for properties for you without telling them any of your requirements. They won’t know your budget, which areas you prefer, or how many bedrooms you need – and as a result, they’re probably not going to be able to find you homes that you’re actually interested in.

It’s the same story with content writing. If you’re not serving up the right kind of content for your audience, they’ll lose interest quickly. Do you want your digital strategy to be built on guesswork, or would you rather it be built on knowledge?

Why are different content types important?

Using a variety of content types allows you to communicate your message in a multitude of ways and is effective at reaching different audiences. For example, varying communication channels can be used depending on the age range of your targeted demographic. To reach a younger audience, consider writing short-form social media content or engaging blogs. For an older target market, newsletters or even knowledge-based articles are ideal.

Having a diverse range of content can help keep your audience engaged whilst ensuring your content is unique against your competitors.

Remember who your audience is

Understanding your audience is key, as it is crucial for your business but also for SEO (Search Engine Optimisation) purposes. Furthermore, it ensures that your audience’s expectations are always met, preventing them from finding their answers elsewhere and improving overall user experience. It is also a good way to boost trust with your readers, as it reinforces your site as an authoritative source.

Let the data guide you

Knowledge or, in this case data, is power. The more of it you have, the better you’ll be able to understand who you’re actually writing for. We get it – data can be overwhelming, especially if you’re more comfortable dealing with words than numbers! But you won’t be able to create content that truly works for you without brushing up on the facts and figures first.

Where are your readers living? How old are they? What have they searched for in order to land on your site? All of these tidbits of information will prove critical to your digital strategy – and the whole is more than the sum of its parts. All of these parameters in isolation might not mean much, but added together, they can help create a vivid picture of who your target audience actually is.

Use the likes of Google Analytics and Search Console to get the data you need, then compile it yourself in a document or spreadsheet. And don’t forget to keep it up to date: your target audience will evolve over time, just as your business does.

Speak to your audience

Data is great, but it’s not the be-all and end-all. Understanding your audience is key, as it is crucial for your business, but also for SEO (Search Engine Optimisation) purposes. Sometimes, there’s no substitute for the old school approach: speaking to them. From engaging with people face-to-face at industry events to sending email surveys and scouring social media comments, there are so many ways to get to know your audience better. And the more you know, the better you’ll be able to tailor your content to meet what they’re looking for.

It’s important to understand your target customer’s wants and needs. Work out what their pain points are: what’s going to stop them from converting? The more you know about these potential sticking points, the better you’ll be able to address them in your content. Furthermore, it ensures that your audience’s expectations are always met, preventing them from finding their answers elsewhere and improving overall user experience. It is also a good way to boost trust with your readers, as it reinforces your site as an authoritative source.

Do your research

Unless you’re a true trailblazer, you’ll likely have competitors who have written similar content before. Why not take advantage of that fact and study their content before you write your own? Sometimes, reinventing the wheel isn’t necessary: you just have to work out how to improve upon it.

If a specific writing style or content approach seems to be working for your competitors, don’t feel like you have to do something completely different. Instead, work out how you can build on what they’ve done.

Consistency is key

It doesn’t matter who you’re writing for; your audience will appreciate consistency – because consistency inspires trust. This is why style guides exist. If you’re serious about creating the best possible content for your business, we’d recommend creating a style guide of your own. From establishing rules on punctuation to nailing down your tone of voice, the importance of establishing a clear house style cannot be overstated.

Put the time in

Great content won’t write itself. Crafting a well thought out, well researched piece takes time – and you’re unlikely to get results overnight either. Like other SEO strategies, content can be a slow burn, but the payoff can be significant. So, if you’re investing hours of your time into high-quality content but aren’t yet seeing the fruits of your labour, don’t throw in the towel just yet. As long as you remain guided by what your target audience wants, your content will eventually begin to work for you. Perseverance is the name of the game!

Don’t rely on AI

Although it can be tempting to rely heavily on AI tools like ChatGPT, this technology simply isn’t foolproof. If you’re writing for an audience that knows and understands the subject matter inside and out, they’ll be able to sniff out factual inaccuracies and misguided statements a mile off – and AI tools still pack plenty of these into their content.

We’re not dismissing the power of AI. That would be foolish. We’re just saying that there’s no substitute for well researched content written by a knowledgeable human being. If you really want to prove that you know your stuff, you’re going to have to do exactly that. There’s no shortcut.

You’ll need to experiment

Content writing is not an exact science. Data can help you write effective content that will work the majority of the time, but you’ll always find that some pieces outperform others – sometimes by a significant margin.

Leveraging content for different types of businesses

Different types of businesses require various types of content based on their audience, industry, and business goals. The key is to match the content with your audience’s needs and preferences. Here’s a breakdown of common business types and the content they should focus on to effectively engage their audience:

Business-to-Consumer (B2C)

For B2C sectors such as retail, ecommerce and lifestyle brands, the typical target market is general consumers who make quick purchasing decisions based on emotion or immediate need. Therefore, you should try and make your content product-focused while highlighting the benefits and positive outcomes of using your product. Below are some other examples:

  • Social media content: Engaging, visually appealing posts on platforms like Instagram, Facebook, and TikTok.
  • Promotions & discounts: Blog posts, social media, or email marketing focused on offers.
  • Customer reviews and testimonials: Trust-building user-generated content.
  • Lifestyle blogs and vlogs: Showing how the product fits into the consumer’s lifestyle.
  • Product descriptions: For ecommerce sites, SEO-friendly, detailed, and persuasive copy for every product.
  • Social media ads: Engaging images and videos designed to drive traffic to the store.

Essentially, B2C buyers are often impulsive and emotional, so content should be engaging, quick, and visual to capture attention.

Business-to-Business (B2B)

For businesses such as manufacturing, and technology solutions, the target audience typically includes professionals, decision-makers, and organisations focused on rational, long-term purchasing decisions. To engage this audience, provide content that demonstrates expertise and value:

  • Case studies: Detailed stories showing how the business has solved problems for other clients.
  • LinkedIn content: Networking and sharing valuable insights with a professional audience.
  • Email newsletters: Industry news, insights, and updates tailored to specific segments.
  • Product demos: Videos or live demonstrations showing how a service/product solves business problems.

B2B clients are often focused on ROI and informed decision-making, so content should be educational, data-driven, and demonstrate value.

Service-based businesses

Businesses such as freelancers, consulting firms and legal services serve an audience of individuals or businesses seeking specific services. Furthermore, when writing content, these should include detailed blogs or web pages explaining how the service solves a problem. Other examples include:

  • Client testimonials and reviews: Building trust by showcasing happy customers.
  • How-to guides and tutorials: Educational content that demonstrates expertise in solving common problems.
  • Before-and-after case studies: Showcasing tangible results from using the service.
  • Local SEO content: Optimised content targeting specific geographic areas (e.g., blog posts or Google My Business updates).

Trust is crucial for service-based businesses. Educational and testimonial content builds authority and helps the audience feel secure in their decision.

So, even if you know your audience extremely well – and know how to write quality content – there’s still an element of trial and error to contend with. Don’t be afraid to experiment and try new things. It will take time to get the balance right and understand exactly what it is that makes your audience tick: numbers can’t tell the whole story.

If you’re writing a lot of email or PPC content, consider using A/B testing to more quickly establish what works and what doesn’t. This can help speed up the process significantly, taking even more of the guesswork out of writing content.

Quality is king

When it comes to generating results, quality will always win out over quantity. It’s not just about how much content you produce, it’s about how useful that content is to actual human beings – so if you’re going to make real headway, you may need to brush up on your writing skills.

Even if you feel you’re a good writer already, you can always improve. Spend time fine-tuning – work on writing attention-grabbing headlines and intros that pull the reader in. Try to make your writing informative and valuable, but not overblown and needlessly verbose. Demonstrate your expertise. If you can do all of this while keeping one eye on SEO, you’ll be on the right track.

Need a helping hand?

With more than 12 years’ experience working with businesses in an array of different sectors across the UK and internationally, Echo can help your business define – or redefine – its digital content strategy.

From writing blogs and knowledge base articles to creating tailor-made content plans and producing marketing content that really works, we offer an all-encompassing content writing service that could transform your company’s online presence. To find out more about how we could help you, visit our Digital Strategy page or get in touch today.

Contact Us Give Us A Call
Emma Gibbs at Echo Web Solutions
Emma Gibbs
SEO Content Writer
Writing is something that Emma has always loved, and enjoys using her passion for the written word to help businesses create easy to understand content that drives results.

Recent Posts

Read More
,

Nurturing Future Talent – Our Strategic Partnership with ARU

Echo teams up with ARU Peterborough to offer hands-on digital marketing apprenticeships.

read more
Read More

Echo Day 2024 at Orton Hall, Peterborough

Echo Day is an annual event to reflect on our achievements, set new goals, and strengthen

read more
Read More

How to Optimise Images for SEO & Make Them Look Great

Optimise your images to boost SEO and make them look great. Find out more with Echo.

read more
Read More

The Importance of Website Maintenance

Keeping your website in top shape is crucial for success. Find out more with Echo.

read more