Identifying the right target
audience is one of the cardinal rules of content marketing. Surprisingly, more
marketers than you think aren’t doing it right.
How could
that be? It’s simple. Many of them don’t have the data to tell them who they
should be targeting and whom they should avoid. They’re relying on what their
intuitions say about who their target audience is.
Why are
marketers aiming at the wrong target audiences?
Many
marketers lean on outdated methods and techniques to identify their target
audiences. Worse, some are making decisions about whom to target based on whom
they think would be
interested in their products or services, without actually looking at any data
to back their assumptions up.
The
problem with both these approaches is that marketers are often wrong about the
audiences that would find their offerings most appealing. They’re left diving
headfirst into building content aimed at those with whom it simply doesn’t
resonate and failing to reach those who might be eager to learn about their
offerings and eventually make a purchase.
At the
end of the day, marketers are wasting precious time and dollars creating
content that doesn’t drive website traffic, generate sales leads or create new
business. Marketing and sales both suffer as a result, and that’s not good for
anybody.
Learning to target the right
audiences
At Squib.Media,
we manage an extensive database of thousands of pieces of online B2B and B2C
content, including white papers, eBooks and case studies. More importantly, we
collect data about the individuals and companies that are engaging with that
content, which our clients can use to determine intent and make more targeted
marketing decisions.
Leveraging
our data analysis, we help companies better understand the type of content that
content consumers are finding most valuable, cluing them in to the problems,
challenges and questions potential customers are facing. This doesn’t only help
us show companies whether they’re targeting the wrong audiences, but also point
them to new audiences they might never even know existed.
Refocus your marketing efforts
for more value
Using our
data analysis, we can recommend the consumer markets where marketing teams
should be focusing the lion’s share of their efforts and resources. This
information is based on our analysis of content that’s created by similar
companies operating in similar markets.
This is a
standard part of our service and one that many customers have found extremely
valuable. We’ll identify new markets, industries, segments and even specific
accounts that our customers had no idea were potential customers, giving them
the insights to locate new business opportunities and create better and more
engaging content.
Marketers
can use this information to better tailor their marketing campaigns, create
content that meaningfully addresses the specific questions they’re asking and
ultimately generate more qualified leads for their sales teams.
Partnering with the team that has
the data
Content
marketing is one of the most effective ways to generate qualified leads and
drive new business to your organization. However, many marketers are too
focused on producing great content and don’t spend enough resources identifying
the right target audiences.
That’s
one of the engagement insights Squib.Media’s data science offers marketers.
In
addition to our extensive database of B2B and B2C content, we’ve also devised a
proprietary methodology that gathers and processes data from that content and
gives our customers critical engagement metrics.
When
business leaders work with Squib.Media, they get access to a wealth of
actionable insights they can use to create compelling marketing campaigns that
drive better engagement with their target audiences and ultimately lead to more
leads and more conversions.