Creating content is a waste of time if it is irrelevant for your audience, and guessing who your audience is will make you create irrelevant content. Until you understand the audience that your product appeals to, you will be scrambling in the dark hoping that something you create sticks. If resources are low, or you are a start-up business there are a few things you can do before you throw money at creating content that might not be right for you.
1. Identify your competitor's audience
Although it is typically difficult to get any information from your competitors, it is easy to identify who they are and piggy back on the work they have done. Follow them on social platforms, identify their customers, and look at what content works and what doesn't. Simple things, does their audience respond better to videos, info-graphs or blog posts? Adapt your plan around what works for them.
2. Create your ideal customer
Ideal customer, customer avatar, consumer profile these are all terms to describe the same thing, a person who is totally and completely ready to become your customer. It is someone who has the same values and ideals as your business, some who is willing to give up their resources to purchase your product in whatever form it takes. You need to create this profile based on research and should be as detailed as possible ranging from basic demographic information (age, gender) to more complex information (political opinions, reading habits). Every time you create content it should fit your avatar's ideals, and be relevant and exciting to them.
3. Record responses
Feedback about your content is just as important as product feedback. Talking to your customers, asking them directly through surveys what information layout they prefer, what content they find interesting, and why they are interested in your product, provides you with key information about your audience. It also creates loyalty with your customers as they feel they are VIP within your consumer community. Recording responses also means understanding and analysing trends within your audience. Subtle things like content shares, likes and comments either your own or your competitors.
It’s very easy to waste resources on content creation, so if you want to be smart about time management, its best to follow these three basic rules.