Defining Your Audience
To Write Better Content For Your Website, Think About Your Audience
We are firm believers in writing everything down. Keep a notebook where you document observations, thoughts, and ideas. It's worth it.
It’s often a challenge to write compelling content about your own business. It’s not that you don’t feel passionate about what you do, it’s that writing can be difficult and writing about yourself, and the tacit knowledge in your own head, can be awkward and come out clumsy.
It helps to come from a place that’s all about providing your audience with what they need. To do that, however, you have to have a firm idea about who your audience is. Let’s dive into defining your audience.
How To Define Your Audience
Start with broad facts and then move onto more granular details. It should be easy to establish a baseline about your audience based on your own knowledge and experience. We recommend documenting a few key details, starting with a general, factual observation about who your audience (customers) are.
If you had to describe your audience/customer base in a sentence, what would it be? Would it be something like: “My customers are people with expendable income who are interested in luxe, curated travel experiences.” Or, would it be something more along the lines of: “We provide machine services for small-to-medium light industrial companies who churn out thousands of units of items per month.”
Once you’ve determined this, move onto a few other details. Ask yourself questions, such as:
What are their interests? How does your product or service fit into them? (i.e. - if you sell kayaks, your audience has some measure of interest in outdoor activities)
What are their buying motivations? (i.e. - how often does a person need to replace, repair, or buy accessories for kayaks?)
What are their buying concerns? (i.e. - are they concerned about how well the kayak travels and/or ages over time? How can you address these concerns?)
Combine Audience Attributes To Uncover Personas
Odds are there are multiple answers to the questions above. Document all of them and then look for the trends. Themes should start to uncover themselves, which ultimately point to personas, which you can think of as categories of people that make up your audience. Every business caters to multiple personas within their larger audience. For example, a travel agency will cater to everyone interested in travel, but within that mass of people, you’ll have novice travels on a budget, and experienced travels with unlimited funds, or the once-in-a-lifetime trip sort of vacationers. These groups are all separate, yet united by that common interest in travel.
Putting It All To Work
Once you’ve started to make headway in determining who your audience is, you can start to make decisions about the type of content that will bring value to their experience on your website. This, in turn, will give focus to how you plan and create content. When you’re writing content for assets such as your About Page, you can infuse value-statements into factual statements about your business.
This post is part of a series on the topic of writing for your website. Here are other posts you may be interested in: