How to Find New Audiences using Content Marketing Tools

8.09.2017

In today’s competitive and perception-driven landscape, establishing your brand authority is a massive undertaking. It’s even riskier when you’re traversing through an unfamiliar terrain.

Believe it or not, for the most part, the quality of your content reflects your promise of products. If you can’t sell your ideas well enough, you can have a tough time selling your products.

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Whether you’re launching a new brand or entering a new demographic, finding a new audience can be challenging. You wish you could replicate the success of your last content marketing campaign but every new venture demands a unique strategy. Therefore, you need to find a way to find your audience, and create content for them.

Let’s take a look at your possible options when finding a new audience.

Create Reader Personas

Finding new audiences for your content requires a deep understanding of your prospective readers; their tastes, needs, and socio-economic profile.

When you know your potential audience well enough, you can evoke a range of feelings and leverage emotions to connect with them. When your content resonates with your audience, they tend to keep coming back to you for more. A study by Strativity found 87% of consumers who interacted with a brand daily felt loyal to them.

This is exactly why you should create reader personas before starting to create content for your marketing campaigns.

Building reader personas starts with knowing some basic information about your customers and potential readers. The information may include name, location, job title, job function, income, personality, family life, challenges, and pain points. The more details you can collect, the closer you get to building more accurate reader personas.

Recommended Reading: How to Leverage Emotions to Connect with Your Audience

Conduct User Surveys

User surveys have always been regarded as an effective method of gauging the changing needs of existing customers. In order to establish whether customers are satisfied with your products and services, you need to conduct a weekly or monthly survey depending on your survey model.

The same approach holds true for your existing readers as well. By conducting surveys frequently, you can stay on the top of your audience’s mind, and improve your content further to match their expectations.

You can choose free survey tools such as Survey.io to create a questionnaire and ask your respondents to choose from the given choices. Remember, surveys can be intrusive. Therefore, try to minimize the number of questions, and if possible, ask short questions.

Use Google Analytics

Google Analytics can offer a ton of insight into the performance of your content, which essentially means you will get a peek into your audience’s minds. Analyze the content pieces that perform better than others, and pay special attention to the bounce rates and other engagement metrics to learn what your audience likes or dislikes about your content the most. Google Analytics also offers keyword insight, meaning which you can find out the keyword phrases your prospective audience uses to reach your website. This can be a huge bonus for your content marketing strategy.

Recommend Reading: Do You Want Engagement? Track These Metrics for Easy Results

Dig into Facebook Insights

If you have a Facebook Page, you can dive into its analytics by visiting insights > people, and collect valuable information about your audience. User data such as location, language, and other behavioral data can help you explore the kind of content your audience loves to read and engage with the most.

Recommended Reading: How to use Facebook Audience Insight for SEO Strategies

Analyze Twitter Followers Dashboard

Much like your Facebook Page, Twitter also provides plenty of data about your followers. However, if you sign up for a Twitter Ads account, you can see much more than just demographic data. It tells you the common topics your followers are interested in as well as the Twitter accounts they have in common. Not to mention, the performance metrics of your shared content can offer tremendous feedback to your content marketing team.

Speak to Your Social Followers

The most direct way of establishing the needs of your prospective readers is to talk to your existing audience across social media channels.

Whenever possible, respond to each and every comment and private message you receive on your social network. Conduct polls on Facebook and Twitter on a weekly basis to know what your followers are thinking about your brand and business.

If you are on any industry-specific LinkedIn Groups, get involved with the group members and ask what kind of content they would like to read.

Recommend Reading: How to Increase Website Traffic from LinkedIn

Final Thoughts

While tools are super useful to explore your potential audience, the best method to attract a new audience is avoiding assumptions about your audience. Don’t be a passive content producer; rather, be the voice of your brand and engage with your audience, and make them feel heard. Most importantly, trust the engagement data of your content and document your methods.

About the Author

Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.

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