There are many reasons why creating content can fail to drive traffic and conversions.
From bad writing to no promotion.
Having worked with companies who follow the text book when it comes to creating content – i.e. consistent, high quality posts that are promoted regularly – there is still that one question that always seems to go unanswered.
That question is “Who is our target audience for our marketing?“.
It’s simple and to the point.
Yet lots of companies target a range of people and find narrowing it down to a single ‘perfect’ individual almost impossible.
Here’s the problem
if you don’t narrow your target audience down to one individual, then you end up writing for the masses.
This makes your content very generic.
It means that your readers will take away some information, but it won’t make that changing impact you were hoping for.
It means that your content will always be runner up to those who are targeting individuals.
Here’s the benefits
If you can force yourself to target one person, you will write content that sounds like it’s coming from a knowledgeable friend.
You can tackle issues that the individual would be facing, and go into great detail about those problems and the solutions because you know who you’re talking too.
You know their skill level. You know how technical they are. You know what problems they have.
Most companies content doesn’t work for them despite the content being high quality because of this simple thing.
You can promote content like crazy, but at the end of the day it won’t matter unless you have targeted that one individual.
Here’s a nice easy task for you: Think of 1 memorable article you’ve read recently. Answer this – Did that article read like it was written for you, and you only?
I would bet money you answered yes to that – so start doing it yourself.
Who is your target individual? Who are you talking too? What does that 1 person want to know from you?