• Buffer
  • One of the biggest mistakes that many businesses make when creating content is ignoring the customer.

    Who are you writing/creating content for if not the customer?

    What is the purpose of you content if not to convert visitors into repeat visitors, repeat visitors into customers, and customers into loyal customers?

    Figuring out who you are writing for is one of the most important parts of the content creation process!

    Ideal Customer

    Identify Your Ideal Customer

    Let’s face it, people come in all varieties. You will never be able to make everyone happy. And it become an arduous process to figure out a group of people to target.

    However, if you focus on your ideal customer, then you will be able to satisfy enough people to successfully run your operation.

    The idea of creating content, to begin with, is to connect with your reader so you can drive a specific outcome, right? Right.

    Imagine for a second that you are speaking in person rather than creating content online. Is it easier to connect with a single customer one-on-one, or is it easier to connect with an entire group?

    If you’re a great presenter, you may go with the latter, but for most people it’s easier to connect on a personal level with one individual at a time.

    Who is easier to focus your content for: high school girls, or Sally the 17 year old who is worried about getting the right prom dress. The second option paints a more vivid picture, don’t you think? It’s easier to put yourself in Sally’s shoes than high school girls in general (well, I’ve never tried on a prom dress…but you know what I mean…).

    There is a good chance that your ideal client, and some small variations of this deal ideal client, will represent the majority of your income, and the vast majority of your repeat business.

    You should always keep your ideal customer in mind when you are creating content. This is the person you are catering to. The person you are converting into a loyal customer.

    Prevent Incestuous Content

    Focusing on your ideal cusotmer also prevents what I like to call incestuous blogging/writing.

    When creating content online you will often begin to interact with people in the same industry as you. It is easy to get stuck in a bubble of your own world and start writing for other leaders in the industry, rather than for your audience. You get stuck in a rat race of trying to out-do them and provide the latest and greatest new content.

    The problem is exacerbated by the feedback cycle: most of your feedback will come from other people in the industry! Many customers aren’t necessarily as involved as the movers and shakers in the industry. You will not necessarily get feedback on your content from them. That is why it is really important to stay conscious of who you are writing for

    Writing for others in the industry isn’t always a bad idea, but this can leave your target audience behind. Always think: am I writing for other writers? Or am I writing for my target audience and potential customers?

    Increase Conversion Rates

    Maybe you’re not convinced yet. Ok, I’ll keep going :) .

    Identifying your ideal customer also becomes important when you running promotions, ads or undertaking any marketing campaign in general.

    One of the costliest mistakes businesses make when marketing is targeting everyone. Chances are, your target audience isn’t everyone (unless you are Facebook or Google – and then you’re probably not reading this).

    Doesn’t it make sense to figure out who you are running these campaigns for? It’s a waste of resources to run campaigns that don’t appeal to your ideal customer because they will fall flat – it will be a waste of time and money.

    By narrowing down your focus your content and campaigns will convert at a higher rate.

    This allows you to market more effectively and efficiently.

    It also allows you to stand out of the crowd because you are catering directly to the client. Speaking on a personal level to them. Establishing yourself as an expert.

    Singling Out the Ideal Customer

    Ideal Client
    Already have a customer list?

    If you already have some established customer base you can use it to figure out your ideal client. This becomes useful when creating your future content, and managing/editing the content you already have.

    1. Make a list of your existing customers.
    2. Sort them based on a criteria (most sales, the ones you like to work with, etc.)
    3. Take a cross section of the top clients. The size of this section will vary on case-by-case basis. You be the judge of what makes sense for you.
    4. Analyze this cross section: what characteristics do all of the individuals in the top cross-section of your client list have in common?

    Here is a sample of things to look at:

    Education Level
    Level of Income
    Martial Status
    Geographical location

    Remember: you can get as creative as you want with this. Your client base is your client base. Look for the patterns.

    Don’t have a customer list yet?

    Perfect! If you don’t already have a customer list then you can get started on the right foot from the get-go. And you can get really creative!

    Define Your Goals

    Now that you have figured out who you are creating content for, it’s time to figure out why.

    What are you trying to accomplish by creating content to begin with? What actions are you trying to drive?

    Here are a couple of reasons to create content:

    Customers and Goals

    These two steps should be done before any strategy building takes place, and definitely before any analysis goes on. This ensures that it is clear what you are trying to accomplish, and you have an end goal to aim for.

    This makes it easier to analyze existing content during the audit phase, and create new content, because it enables you to see if it fits your criteria or helps achieve your goal.

    It is easy to loose sight of what you are trying to do if you don’t have an end goal in mind. You can’t analyze what you already have, if you don’t know what you are trying to accomplish with it.

    Check out the entire Content Strategy 101 series for more!


    One Response to Content Strategy Dictionary: Defining Your Ideal Clients and Goals

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