So now, we get to one of most critical (and misunderstood) aspects of content marketing: your audience. This Ann Handley quote is a great mindset for us to have when we think of our audience. “Will our audience thank us for the content that we are creating?
To be strong in our audience component, we need two things:
- To intimately know who our audience is
- And we need to know what their buyer journey looks like and what content they need at each stage of their journey
At the very core of content marketing, and what sets it apart from other marketing philosophies, is the intense focus on providing value to the people that your organization serves.
Creating useful content
When I think about who’s great at serving their audience, I think of a brand like REI. They were actually voted Content Marketer of the Year last year. The reason it resonates with me, whether it’s hunting or camping, I spend a …