No matter what product or service you’re selling, it won’t appeal to everyone. That’s just not logical. So it makes sense that your digital marketing strategy shouldn’t be too broad either.

In today’s Content and Coffee, I want to talk about the importance of targeting your content to the right demographic to make it as effective as possible. By defining your audience’s needs, you’ll be better equipped to decide which content types will best serve your strategy.

Find out what your target audience wants and give it to them.

Find out what your target audience wants and give it to them.

In fact, the types of content you publish will depend on who your audience is. But before you can say for certain if, say, a webinar is going to produce outstanding results or if Twitter is the right social channel to reach your audience, you need to know the specifics of what makes your target buyers tick.

To get a clear definition of your ideal demographic, talk to your employees, especially those who interact with customers – think salespeople, customer service and anyone else who works directly with your current and potential clients.

You can ask them questions like:

  • Are current clients expressing unfulfilled needs or concerns?
  • What questions are potential customers asking?
  • How much do consumers already know about the industry or products?

Looking at analytics for past content can also provide insight into what has traditionally done well and what has failed to measure up. Do your readers spend longer on educational blogs than news articles? Are eBook download rates lower than you had hoped?

When you know how to find the answers to these questions, you can hone your strategy even further for better results.

Thanks for joining me. For more content marketing tips, tricks and insights, tune in to Content and Coffee next week and every Monday.

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Samantha Gordon is the Managing Editor of With a diverse background writing and editing everything from blogs and whitepapers to romance and sci-fi, Samantha strives for greatness in grammar and quality.