If you give people engaging content which improves their lives they will consider giving you their time.
Yes…right…but I never understand my audience, their behavior, and how can I communicate my message across to them!
This is in continuation of my previous post, where we touched upon the importance of content strategy. In this article we’ll ponder more thoughts on segmenting our audience and basing our content based on that!
In all practical ways organizations have to determine the few messages that are key to fostering their strategic message forward.
As a common rule of defining the content strategy; People will only learn about things which they are motivated to learn. People will accept what they need to know from an org that will deliver what they want to know.
Think about a newspaper or a magazine, you are more willing to read what is relevant to your need.
Know your Audience:
I want to target ‘Mass Audience’!
There is nothing called Mass Audiences…that something we have to accept…Organizations should aggregate a number of targeted audience which is only way to reach out to your audience, and be successful.
Facebook has a large mass audience, because it serves number of small set of audience which has variety of needs…a Senior graduate student will use it in a different than I or you would use it…ultimately FB has been able to aggregate these audiences in to a large mass audience and create a product…that is exactly what an Organization should do!
Key point is targeting the audience, defining segments…but again How?
Let’s understand this:
People’s emotions and cognitive limitations are real, they can only attend to certain number of topics deeply at one time, so people only pay attention to topic when they are motivated to do so…
The idea that self interest and social identification precedes motivation; Org have to understand the Social ID, and self interest need of the audience so that they can craft message on “where they are” and “who they are”, and “how they are receiving the message”!
We need to craft message as per audience need, attitude, and behavior in such a way that improves their life style. And you should be able to predict “what user needs before she even telling you!
Don’t ever dare to ask user what they need! They never know this! Did anyone knew they need an iPhone?
While census data or a questionnaire may help provide you a more complete picture about a target audience segment, understanding how people naturally interact with content with no external influence is essential in identifying their needs and wants and how you can design content to maximize its impact with minimal time and intrusion.
Image courtesy: Moz.com
Personas are successful, since it helps Organization in understanding what their user type is? Its base? Persona is always based on research and not on intuition It’s about interviewing people, following them on their daytime, experience their life style, understand various stakeholders…
Aspirations are different for different cross culture boundaries but organizations have to spend time with the target audience, follow them, see what is their day like, what they do in their time understand what is valuable for them. This is how you can design something which is regardless of the culture market!
Let’s take an example of Personas:
A major Pharmaceutical company is trying to understand the aging population of the USA. With this they are modifying their shelving needs to re-craft and to serve Older American. They are mimicing Arthritis, what it is like to stand up for patient who have Arthritis. After a seeing the user base or personas so to say; they made the shelves lower to make sure it is less pain and easy shopping for users. With age comes the problem of vision; hence to improve this they have increased the font size of the signboards so that user can see those…and their goal is to appeal to that market.
For more on Personas please visit: Moz.com
In our next post we will talk about Segmentation, Creating Experience, and Stories. Till then happy reading!