A brief discussion on consumer insights and content production: from setting target audiences to exploring character profiles
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[About the author] Vista Cheng, founder of the website “Content Hacker”, is also a business consultant and professional lecturer. He once served as the product director of “Wind Media” and the editor-in-chief of “Digital Times” magazine, focusing on the development of business models, cultural creativity, information technology, online communities and mobile networks.
Last night (February 22), we held the first “Content Hacker Reading Club” at [Zhongshan 15 Lecture Hall] (https://www.facebook.com/ZS15class/). Bai Xiong, the co-founder of the “[Content Hacker] (https://www.contenthacker.today/)” website, introduced the book “[The Power of Content] (https://goo.gl/6JqvqK)” to everyone.
The reason why we selected the book “The Power of Content” as the first book of the “Content Hacker Reading Club” is not only because this book is rich in pictures and texts, but also because it not only talks about theory, but also has many wonderful classic cases worth referring to.
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Bai Xiong will first introduce to you Inbound Marketing (Inbound Marketing) and general promotional marketing (Outbound Marketing), and then shared the five steps to implement inbound marketing and how to operate it in practice. Friends who attended the meeting were obviously very interested in the process of how to turn visitors into target customers.
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In the second half of last night’s book club, I also led everyone to brainstorm in the form of a workshop, asking partners in each group to try to plan a feasible content marketing strategy for a certain product or service.
During the exercise, I found that everyone knew the characteristics of their products and services, but they may not have real consumer insights. In other words, although each group of partners has set a target audience (TA, Target Audience), it may not be accurate enough and needs to be further explored through Persona!
During last night’s book club, one of the participants asked a great question: “Is the target audience the same as the character profile? What is the difference between the two?”
This question is indeed critical, because if we hope to achieve results through content marketing, we must first know who to talk to? And which specific group of people should we convey the wonderful content such as pictures, texts, videos and videos to? The only way to do your homework is to understand which groups of people might like our content? Only by implementing content marketing can success come naturally.
When answering a question from a book club partner, I tried to use the metaphor of “resolution” to describe it. When setting target audiences, sometimes only a rough outline can be given, but more precise information is needed to effectively grasp user types. For example, we want to sell washing machines to office workers, but office workers can be divided into many types and categories. Everyone’s consumption behavior, culture and interests are also different, which will naturally affect the purchase decision. The description and outline of character profiles not only help analyze the customer group, but also allow us to grasp further behavioral characteristics.
We often talk about “putting yourself in someone else’s shoes”, but can you really understand the needs and worries of consumers? Trying to use the character biography method to conduct research not only helps us find a bunch of behavioral labels, but also allows us to use empathy to think about the real thoughts of this group of potential customers! Of course, this is not a simple matter. Friends who are interested can read more related books.
As far as selling products is concerned, although we very much hope that the customer group can be from six to sixty years old, from practical experience, this is not easy to achieve. Therefore, after we have formulated the purpose of content production, we must set the target audience: For example, should we target young office workers for communication? Or do you want to cut into the group of mothers who care about their babies and their families?
Suppose we want to promote a new upright washing machine, we must first find out the relationship between the product and this specific audience - don’t forget that office workers and mothers may have different needs for washing machines! Office workers may focus on convenience and hassle-free, but mothers will consider how to do laundry efficiently without wasting water and electricity.
After finding out the relationship, it will naturally be easier to think about which materials to use and how to present them. Finally, you can carefully choose the channels to publish the content, such as through the official website, fan pages, or placing keyword ads, etc.
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To review the entire process, you can use this “Content Production Checklist” excerpted from my [Online Course] (https://hahow.in/cr/content-power) for planning and inventory:
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Before you start, think about what content you want to produce? And what problems can this content help the audience solve? Are there any features or unique selling points? Of course, we must also learn to use empathy and think about the meaning and value of these contents from the perspective of the audience or customer? Finally, think about how to draw content? As well as technical issues such as production frequency and cost.
This is actually a rigorous and logical process. If you are interested and want to know more details, you are welcome to join my “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)” [Online Course] (https://hahow.in/cr/content-power)!
Last night’s book club was actually just a starting point. The world of content marketing is infinite, let’s learn and explore together! By the way, the “Content Hacker Reading Club” in March will be held on the evening of March 28th. We plan to read the book “[Resumption Era] (https://www.contenthacker.today/2018/02/rich-20-something.html)”. For those who are interested, please save your time first.
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★ Content Hacking Lecture Series (CHL5): How to run corporate official websites, blogs and publications [Registration now]
★ Content Hacking Lecture Series (CHL6): How to use presentations for content marketing [Registration now]
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo Credit: Diego PH
Further reading
- Recommended sequence for “Traffic Pool”: Create traffic, start with excellence
- “One-click profit-catch-the-train-of”: Catch the train of the sharing economy era and expand your multifaceted life
- Reading experience of “Whole Network Marketing: Clarifying Complex Marketing Ideas”: To master the key to success, start by understanding the product, demand and market
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