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Begging the Question: Targeting Content to User Goals

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With the rise of SIRI and semantic SEO, question-driven communications are more important than ever. The challenge for bloggers and marketers is twofold - to learn which questions target audiences are asking, and to answer those questions in a way that will stand out and show expertise.

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Begging the Question: Targeting Content to User Goals

  1. 1. Begging the Question Targeting content to user goals Alicia Lewis - Content Specialist - Bozboz 1
  2. 2. ✓ Target your content ○ Deliver your message to those who need to hear it ✓ Establish empathy ○ Build your brand around the communities that use it ✓ Speak the right language ○ Position your company as an expert in the field ✓ Inject personality ○ Use an appealing tone of voice ✓ Build trust ○ Offer quality information & answer the right questions 2 Begging the Question | Why target content?
  3. 3. 3 How to establish a target audience
  4. 4. ✓ Create a broad idea of who you’re talking to 4 Begging the Question | How to establish a target audience ● Begin with general ideas of who the target audience members are, what they do, and where they’re from. ○ E.g. a Brighton-based rock festival may appeal to young music fans from London and East Sussex ○ E.g. an up-market Italian restaurant may appeal to an audience of middle-aged professionals ● N.B. Don’t forget to speak with clients before making any assumptions. The brand’s unique selling point could change the key demographic drastically.
  5. 5. ✓ Pad out your persona with statistically-based specifics 5 Begging the Question | How to establish a target audience ● Use tools such as YouGov Profiles to find out information about your key demographics based on competitors. ○ E.g. People in the YouGov database who enjoy ‘Download Festival’ tend to be male, aged 25-39, interested in gaming and beer, and have been described as geeky and alternative. ○ E.g. People who like ‘Carluccio's’ are commonly female cat owners working in media or real estate who enjoy going to the theatre and watching the Great British Bake Off. ● N.B. These results can’t speak for all of a brand’s fans - only those most likely to take YouGov surveys - but they can give a general feel for the type of person you’re appealing to.
  6. 6. 6 How to Identify User Goals
  7. 7. ✓ Find out what questions your audience is asking 7 Begging the Question | How to Identify User Goals ● Basic research via Google autocomplete ○ E.g. “Are music festivals…” results in “Are music festivals worth it?” “Are music festivals safe?” and “Are music festivals Satanic?” ○ E.g. “Can Italian food…” results in “Can Italian food be healthy?”, “Can Italian food be gluten-free” and “Can Italian food induce labour?” ● Some of these questions would make brilliant blog topics or question- led social posts. Others not so much, but they do give a wider idea of concerns and questions around your subject.
  8. 8. ✓ Find out what questions your audience is asking 8 Begging the Question | How to Identify User Goals ● Use Answer the Public or FAQ Fox for a deeper and broader view ○ E.g. “Rock Festivals” results in 50 questions including “What to wear for rock festivals” and “How to survive a rock festival” ○ E.g. “Italian Food” results in 114 questions including “What are Italian food customs?” and “How has Italian food influenced Britain?” ● This is where blog topics in particular begin to unfold, as you can be confident that your content is answering genuine questions and adding extra value to your brand identity.
  9. 9. 9 How to Assume the Right Tone
  10. 10. ✓ Identify the language that your target audience uses 10 Begging the Question | How to Assume the Right Tone ● Research competitors’ social media pages to see what language your target audience use to identify their goals. ○ E.g. A scroll through the #downloadfestival hashtag shows that typical fans use full sentences, a casual yet enthusiastic tone, and rock-related gifs when discussing the festival. ○ E.g. Tweets discussing #carluccios use full sentences and proper grammar, frequently based around business lunches and coffee meetings, as well as discussions about cooking and Italian culture. ● N.B. Speaking your audience’s language is instrumental to them seeing you as more than a corporation. Don’t be afraid to give a brand a human face.
  11. 11. 11 How to Bring it All Together
  12. 12. ✓ Craft expert answers 12 Begging the Question | How to Bring it All Together ● Once you know who you’re talking to, what they’re asking and what social language they speak, you can craft content around them. ● This will both blend in with the information they choose to see and STAND OUT by offering answers that your audience really want. ○ E.g. Fancy something different this weekend? Here are five reasons to choose a local music festival over another takeaway in front of the X Box... ○ E.g. How has Italian food influenced British culture? From the ultimate street food to haute cuisine, we examine the unique place that quality Italian food holds in our hearts - and stomachs!
  13. 13. 13 In Conclusion...
  14. 14. ✓ Build a persona for each of your target audiences ○ Include location, gender, age, job, interests ✓ Identify each persona’s goals in relation to your product ○ Find out what questions are going through their minds ✓ Learn to speak each persona’s language ○ Use the right tone of voice across communications ✓ Craft expert answers ✓ Invite feedback - the more questions your readers ask, the more material you have for your next piece of content! 14 Begging the Question | In Conclusion
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