BOSHspeaks – 5 Target Audiences for Content Centricity

Do you really know your visitors, users, customers, audience members and readers?

The most important element to crafting the right message is to determine who will — potentially — search for, find and read your information online, so that you can develop and deliver content that targets the needs and expectations of your visitors.

Visitor-centric
First time or sporadic visitors to your pages will most likely find you in an online search by typing a few key words or phrases in to a search window. Visitor-centric information is easy to find and includes search terms woven throughout the page to alert visitors to targeted and useful content.

Knowing how to attract new visitors is key.

In addition, developing “sticky pages” will keep your visitors engaged to hopefully and eventually transition them to members of your larger audience.

Reader-centric
Written for the reader at a level that is easy to read and comprehend, it’s the quality of the reading experience that matters.

A professional digital copywriter applies the appropriate level of reader-centric content to increase the number of readers — who will mostly quickly scan, save or share pages.

Reader-centric copy is designed with shorter words and sentences.

Lots of white space surrounds brief paragraphs with bullets and bold used to draw attention to certain words or ideas. Readers, if satisfied with your content, are more likely to return as repeat visitors or subscribers.

Customer-centric
Customer-centric messages are personalized based on the knowledge and information you have regarding your customers’ history and behaviour. Your customer is your best business asset to help move your messages online.

Treat each one of your customers, as an individual.

Targeted messages to loyal followers can help you to build brand ambassadors. Motivate your customers with coupons, rewards and incentives so they will return and recommend, as a result of their positive page experiences.

Audience-centric
Digital dialogue builds, inspires and engages groups of individuals in two-way conversation through multi-channel, social media networks. Audience-centric content results in building relationships online.

Building relationships is key to doing business on the web.

Audiences gather in virtual forums, groups, communities, networks, chats, circles and intranets globally. Engaging content and human interaction builds and fosters relationships within these digital communities.

User-centric
Together content and design provide an incentive for your visitor to interact, return and use your information. The more useful your information, advice and content, the better your overall online influence.

User-centric content clearly shows that you know your audience.

Each message is customized, and targeted based on the chosen channel for delivery. Pay-per-click and Google advertising is highly user-centric, targeted to each individual’s pattern of use.

In summary, a skilled content creator will understand WHO they are targeting their message to, and will use the focal point of each message to help bring a result that is closely aligned to your overall marketing goal.

C L E A R L Y Content — Get found. Get noticed. Get business.
How do you use content marketing to deliver the right message?