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To promote valuable, purposeful content, you need to tap into what your readers need. Your primary focus should be to create answers to their most compelling questions. By doing this, you’ll nail content marketing right on the head! 

To start identifying which content to create for your specific audience niche, you need to narrow in on the right keywords. Creating keywords can be done by determining what your readers want, and below, we share some tips on how to gain this information. 


Recognize Your Readers 

Utilizing persona development is excellent to determine who your audience is and what makes them tick. Establishing personas will help you decide which content to create according to the unique needs of your audience. 

Start by creating detailed profiles that match your target audience based on existing members that can be identified. Include names, faces, personalities, demographics, and psychographic information. Also, identify basic needs and purchase motivations. 

Once you’ve created personas, it’ll be easier to tailor content to the in-depth assumptions about your target audience regarding topics that need to be covered and the tone and image of your brand. Personas will help you establish where your audience consumes content, which content appeals most to them, and at which times they’re most likely to engage in the content shared. 


Ask Your Audience

The simplicity of this method is what makes it so powerful. Asking your audience what they want is one of the best ways to determine what content you need to create. Once you’ve established a level of trust with your audience, you can poll them to answer simple questions that will help you determine what their needs are. 

You can ask questions on specific topics to determine what they’ll be interested in, or reach out to them via social media platforms to determine the following:


  1. What issues would they like to gain information on?
  2. Do they prefer video, text, audio, imagery, or a combination of the sort?
  3. When are they most likely to engage in shared content?
  4. Which platform do they prefer to receive content on?
  5. How often would they like to receive content?

Consumers are trampled with content daily. Knowing when they prefer to receive content and tailoring content to their specific needs will result in a more engaged audience. 


Review Your Website Analytics

Another simple yet effective method to understand what content will be most popular amongst your audience is reviewing your website visitors and search. 

Reviewing the basic demographics of your existing audience is a great starting point. These website demographics can help you generate a database on your current audience’s physical demographics, age, gender, and interests. You can also create custom segments to continue monitoring specific groups in your existing audience. 


Review Existing Content

You can gain insight into your audience’s preferences by reviewing their engagement with your existing content. Analytics can show you how much time they spend on a page, how in-depth they view the page, and how fast they skip it. You’ll quickly get insight into what content is the most popular, which will help you identify your audience’s preferences.

Visitor paths can also be monitored, which will help you understand which pages influence others. Knowing this will enable you to create complementary content with more details that your audience might be interested in. 


Identify Valuable Keywords

To create valuable keywords, you need to identify valuable keywords. Using Google reports to view detailed impressions, clicks, and the click-through rate of keywords your audience has searched for will assist you in coming up with new keywords or identifying gaps in your planned content. 


Internal Website Search Data

If your website has a search function, you can regularly review the searches performed through it to identify your audience’s preferences. Looking at this will help you determine what content your audience is looking for once they’ve reached your site. 

Internal search reviews can help you fill content gaps. When your audience has question-based searches, you can start creating content to answer those. 

Many internal tools, third-party add-ons, and content ranking apps allow you to review internal search engines to help you identify gaps and deliver content that is right for your audience. 


External Search Data

Besides reviewing internal website data, it’s essential to look at your audience’s external preferences. Many content research tools can help you crawl the entire internet for keywords and content relevant to your audience. 

Leveraging these insights will help you identify trends, topics, and even questions your audience is interested in. You’ll be able to create in-depth covering content with this information at hand. 

Start by using free trails offered through various platforms to determine how valuable external search data will be to you. 


Analyze Your Competition

It’s vital that you identify your competition if you want to better understand what your audience wants. Your competition will be those brands in your niche who constantly rank high, create quality content, and use keywords in your target area. 

Reviewing and analyzing the content they create and where they’ve distributed it will help you gain insight into the audience they attract engagement from. Once you have this information, group the insights into categories to determine where you lack. 

You should use the ability to see your competition’s content engagement to your advantage by regularly analyzing it and using it to fill your own gaps. 


Listen to Your Audience

Utilizing social listening tools can help you gain information to guide your own content strategies. Social listening tools can monitor target keywords, create content suggestions, and help you gather insight into how much engagement specific content pieces generate to determine their value and relevance. 


Ask for Engagement

Many brands do this, and with reason! When you create high-quality content, there’s no shame in asking for engagement and feedback. Learning from your audience what value your content brings or where it lacks will help you determine how to adjust what you give them to fit their needs. 

Validation can be given through likes, shares, comments, and feedback. Include engagement mechanism on your content and ask your audience to use them. 


Validate your Content

Every time you create new content, circle back to your analytics to determine what value and relevance it has to your audience. Pay attention to specific topics, type of content, and the channels from where engagement is received. 

Following these strategies will help you determine who your target audience is and what they need. Once you’ve established both, give them what they want!

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