As a digital marketer, you're likely convinced you know your target audience inside and out. But how often do you do a data-based audience research? If your answer is "rarely," it's time you look deeply into cross-channel audience data, as this is the only way to make your content marketing efforts successful.
Social Media, audiences, and content marketing are all connected
Content marketing is a broader approach focused on creating meaningful content online and offline for a variety of channels, such as websites or blogs, to appeal to a particular target audience. Social media marketing is one of content distribution channels which marketers use to reach users on Facebook, Instagram, Twitter, etc.
Building an audience online is impossible without understanding the communities on each social media platform separately and across the platforms as a whole. Social networks are a source of a huge amount of granular audience data - including audience demographics, interests, or education level - that can help steer your content marketing in the right direction. How exactly is this accomplished?
How audience analysis can help you plan a better content strategy
Let's say you're an FMCG company whose audience is interested in cooking videos. What can you do with this information? First, you can use it to build an effective content marketing funnel.
Knowing your audience allows you to craft tailored content for each stage of the customer journey. Put in simple terms, this means serving users with compelling content at the right time, which helps you to achieve your business objectives whether they are newsletter sign-ups or product purchases.
Assuming your audience enjoys cooking videos, you could create a content marketing funnel looking something like this:
Use target audience insights to meet your business objectives
That's why it's crucial that each publishing decision you make is not driven by guesswork or gut feeling, but based on tangible audience analysis data. Remember - the more relevant your content, the bigger the chance of it stopping users mid-scroll and getting them to comment and click on your posts.
Deliver relevant content to your target audience
Imagine a new group of users starts following your Facebook page. Running audience analysis is the best way to quickly detect the new group and find out how similar they are to your existing audience. Any differences you find are hints on how you should tweak your content strategy to appeal to the new followers. As a result, your posts are engaging a larger number of users whom you can later nurture further down the marketing funnel.
Having a detailed understanding of your target audience can also help improve your website's SEO ranking. Because you know what's interesting to your followers, you can do a related keyword research and use the high search keywords to create relevant content. This is key to ranking well in Google and driving more organic traffic to your website.
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