The Importance of Audience Research in Content Marketing
A recent report reveals a concerning trend: many content marketers acknowledge that they do not devote enough time to audience research. This finding resonates with my experiences as an in-house content writer and marketer, where the emphasis on audience research often takes a back seat to other pressing tasks. The issues surrounding inadequate audience insight were similarly highlighted in The State of DisContent Report.
For those working in-house as content marketers, I’d love to hear your thoughts. How do you initiate and maintain effective audience research? Do you schedule regular discussions with your sales teams to gather insights? Are sales call transcripts part of your research toolkit? Additionally, do you engage in social listening initiatives? If so, which platforms do you find most beneficial?
Personally, I encounter challenges when trying to utilize social listening, particularly when our target audience consists of top management in the healthcare sector. Their online presence can be limited, making it difficult to glean valuable insights.
By exchanging strategies and insights on audience research, we can enhance our content marketing efforts and ensure we are truly connecting with our audience. What tactics have you found effective in your experience? Let’s discuss!
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