The first of these is the who. This is the first because it is arguably the most important. If you don’t know who you are targeting, you are going to have a hard time implementing any kind of digital strategy and content plan. Defining your audience enables you to empathise with them and helps you to direct your content towards them. We have explored buyer personas in more detail in our blog post Working with Buyer Personas. Spending time defining buyer personas is time well spent.
Once you know who you are targeting, working out what to target them with becomes much easier. You should take each of your personas individually and think about the journey they will take. Using a content planning tool is useful here. A content planner can help you to look at each stage of your buyer’s journey and think about what information would be helpful to them at different stages.
The buyers journey can be broken down into three stages- Awareness ➡ Consideration ➡ Decision. So your content plan needs to look at what information you need to provide to satisfy the needs of these three stages.
If you know who you are targeting and what you’re are publishing to attract and nurture them through your funnel, the next thing you need to know is where you are publishing. The bulk of your content will likely be published to your own website. This will be in the form of blog posts, news items, website copy, downloadable resources like white papers, how-to guides and cheat sheets. There are of course other channels for your content to be seen like social media, emails, other websites and possibly physical brochures or catalogues. For more information on the various channels and their uses.
Why might seem like an odd question. We don’t mean why publish, more why are you publishing that specific piece of content in that specific place. It is important that you think about what purpose your content is serving, what questions is it answering and what effect is it having. Asking why means you are looking at the motivations and needs of your potential customer and why that content will be useful to them. Ultimately, this will hopefully bring them closer to becoming a customer.