Centre your content around your ideal customers

01 November 2017

Centre your content around your ideal customers

‘Give the audience what they want’ has been a maxim successful entertainment companies have lived by for years. Now, companies and their associated brands are having to come to terms with the fact that content marketing is here to stay and fundamentally it’s all about giving customers what they want in order to gain their trust and build a rapport with them.

In short, instead of putting the brand front and centre, content has to put the customer front and centre; for some brands, that may involve a fairly major mental shift.

Here, therefore, are three tips to help you produce customer centric content.

1. Get to know who your audience is

You can only give your customers what they want if you actually know what that is. If you have the budget, you can carry out formal market research but, if you don’t, there are plenty of other options.

As a consumer yourself, you’ve probably received a number of invitations to complete a survey in exchange for entry into a prize draw and prizes don’t necessarily have to be big. You can also run polls (which can be popular posts in their own right) and draw inspiration from chatting with your customers on your social media platform(s). This will allow you to get an idea of who your customers are and can provide a means for you to develop basic customer personas, essentially rough sketches of real people, to which you can refer when developing content.

2. Cater to people at different stages of your sales funnel

Your content audience can include everyone from people who have very little interest in your brand, products or services, but are drawn in by your great content, right through to people who are really interested in your brand and your products and services and who are strong prospects to buy from you.

The former are likely to benefit from more educational content, so they can see where your product or service could fit into their life. The latter require a combination of content to guide them towards further purchases and content that simply engages them, perhaps by showing them how to get more out of their existing product or service.

3. Produce content in different formats

Think about the well-known social-media platforms. Some, like Facebook, incorporate all kinds of content formats from text to video, others like Instagram and YouTube focus on one particular format.

There are two key points to take away from this. First of all, different people can have different preferences about how they absorb content and, secondly, the same person can have different preferences regarding how they absorb different kinds of content. For example, they may not be keen to read a recipe but might appreciate seeing a video demonstrating how the recipe is prepared. Because of this, it’s generally a good idea to incorporate different content formats into your overall strategy.