4 Ways To Pinpoint Your Content’s Focus
The “Job” Your Content Should DoLast week, we talked about how content from in-depth interviews with experts drives more engagement than surface level insights. The same is true for your audience research. As content strategists, we’ve all been asked to “come up with some ideas” for content. But that’s impossible to do productively without understanding what your audience needs. There’s lots of audience research you can do to figure out what they need. One of our favorite, most illuminating methods is multiple hour-long 1-on-1 interviews following the “Jobs to Be Done” methodology. Jobs to Be Done (JTBD) interviews dig into the context, motivations and decision-making of your audience members. Here’s how they work:
Interviews are REALLY powerful, and they offer critical context to performance analysis. If you’d like to discuss how to get JTBD interviews done for your content program or business, respond to this email – I’d love to chat with you!
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Revmade
Award-winning marketing and comms support for brands, associations & publishers
Solve Their Problems, Steal Their AttentionYour content’s job is to work, not just perform. The content you create, in its best form, is a tool your audience uses to get something done. The first step is knowing what their problems are (here’s how to do that). The second is figuring out how to solve them with the assets and resources you have: 1. Pretend you’re a startup Your audience has jobs to do—internal conversations to prep for, reports to write, initiatives to defend, goals to hit. The...
We’re in the business of solving problems. How do we know what they are? If you want to build something that earns attention, you have to understand what your audience is struggling with. It’s the surest path to marketing success: Find a pain point, and solve it. Here’s how to find those pain points: 1. Talk to people. This is a surprisingly rare tactic in a world driven by digital metrics. But it will be the most illuminating part of your research, getting a human reaction, in words humans...
How Do I Pick An Audience To Focus On? An audience focus that’s too broad means you’ll never be special to anyone. It seems obvious, right? But the wrong answer to “Who’s your target audience?” can waste a bunch of time and resources. And I hate that. When I ask marketing, comms and editorial leaders about their target audience, what I’m trying to get to is: For your most consequential growth opportunity, how are purchase decisions made, and who makes them? How do we make a case for focusing...