Audiences are shareholders of your brand story and can be your greatest champions. Like any stakeholder, they can give your story more value. It’s important to know where, when, and how audiences engage with their networks. This directly informs how you shape your content assets, where you share them, and how you inspire audiences to take action to build brand awareness, engagement, and retention further. Here are a few things to think about when gathering information about your audience.

1. UNDERSTAND AUDIENCE BEHAVIORS
ENGAGE INFLUENCERS
GO WHERE YOUR AUDIENCES GO
Staying up-to-date
Newsletters on business news, and technology trends
Networking
Partnerships,recruiting talent,connecting with customers
Operations
Solutions for managing product/service development
Making business decisions
Quality studies,reports, whitepapers,reviews,referrals
Marketing
Newsletters,email,vertical communities,events
LISTEN TO THEIR NEEDS
TRACK TRENDS
Age: 30s
Work: AI, Data, CyberSecurity
Family: Married, with two children
Location: San Francisco
Character: Curious learner, tolerant, risk taker who likes to create
Wants: Bring new products to market, access to innoavtion
Needs: Networks with access to domain expertise, partners, and customers
KNOW YOUR AUDIENCE
Global
News
Entertainment
Movies, Music
Family Books
LinkedIn
Search Engines
Twitter
Blogs
Online News
Newspapers
Magazines
Press Release
0 5 10 15 20 25 30
Leadership Advice 32.26%
Operational Expertise 25.81
Networking 19.35%
Recruiting 16.13%
Growth 6.45%
What's Hot
New Tech: ML, AI, CyberSecurity, AR/VR
Mantras: Global, diverse, collaborative
Investing: Crowdfunding, incubators, accelerators
What's Not
Old Tech: E-commerce, Marketplaces
Mantras: 'Move fast and break things'
Investing: Big VCs
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