I spend a lot of time speaking with business owners and marketing professionals about their marketing. Most of the time when I speak with them they have tactics in mind for whatever it is they are trying to achieve.

Some people like email, others blog posts and some press releases.

Don’t start out with a tactic or you will lose your target audience.

A lot of content marketers say that you need to start with your audience in mind, but I am evolving from there and say you need to start with a goal. Once you have your goal, you can then determine the best way to achieve it. When defining your goal, be specific. Make sure you include things like your target audience and whether they are known or unknown to you and your database.

Once you have a goal and have identified your target audience, think about the best way to reach them. If you want to speak to the parents of school aged children a good way to reach them could be through their parent teacher organization. If you want to reach CEOs, email marketing is probably not the best way since they receive so much.

Once you understand the media you are going to use, then you develop highly relevant content that isn’t about you but is about them.

Here are some interesting facts I found from www.statisticbrain.com:

  • The average attention span in 2013 was 8 seconds
  • The average attention span in 2000 was 12 seconds
  • The average attention span of a gold fish is 9 seconds

Be relevant, grab attention early and develop content for your target using media that will allow you to reach your goals. It is becoming more difficult to do this as our attention spans keep decreasing.

Just remember people care about themselves and what they need, not what is important to you so demonstrate what they need and why they need it as quickly as possible before you lose them.

Need assistance creating content that is relevant to your target audience or determining the appropriate media to use? H2H Consulting can help. Contact Kendra Corman today at kacorman@h2hconsulting.net or 248.923.1424.


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