We’ve all tried on clothes only to realise they weren’t designed for our particular size and shape. The designer, it seems, was thinking of someone else wearing their clothes and the same thing can happen with B2B content – if you don’t focus on your audience.
I’m 5ft 2 (on a good day) which means a lot of clothes are too long. I don’t buy clothes that don’t fit well.
But it’s not the clothing designers fault. They can’t make every garment suit every size and shape. They develop their designs for a brand’s particular target customer base – their size and tastes.
As consumers we find the brands – that target us, we get to know which ones generally offer clothing to our dimensions – and style. We buy from these brands because they offer us what we want and need.
And that’s the space your B2B content needs to occupy. Your content marketing strategy needs to target a specific audience and speak directly to them. One size fits all isn’t going to get you the results you want.
Clarity on your audience
Which means you need to be clear on who your target audience is. And it is likely you will have more than one target audience depending on what you want to achieve.
For example, a house builder or developer might want to target potential investors and joint venture partners. But they will also want to target house buyers or occupiers.Continue reading “How to fashion your content for your audience”