As marketers, it can be difficult to discover your true, core audience. But once you know what types of content your audience wants to consume, and, more importantly, when they want to consume it, you've reinvented the wheel on how to acquire new customers, leads, audiences and clients.

1. WHAT I LEARNED
AT #ICON15
Make An
Appointment
With Your
Audience
“Make An Appointment
With Your Audience”

2. As content marketers, we’re constantly looking
to move people through different “funnels” to
capture leads and generate sales.
• KNOW YOUR AUDIENCE:
You don’t have to deliver the best products – you
have to deliver the BEST experience.
• HARNESS THE POWER OF INFLUENCE:
Great marketers focus on increasing the size of their
market instead of their market share.
• AVOID COMMODITY CONTENT:
Don’t broadcast what everyone else is selling. Be
unique and different in order to stand out.

3. 70% of ALL content marketing
isn’t consumed by the end user
BE UNAPOLOGETICALLY YOU:
While it’s important to cast a wide net in reaching new
clients & consumers, authenticity goes a long way.
People respond to true human emotion and feeling.
ATTRACT LIKE-MINDED CONSUMERS:
Valuable content can help you sell products that people
never imagined they even needed.

4. COMMIT TO A NICHE AUDIENCE
• Primetime TV: Network executives take chances all the time on programming, like
The Cosby Show, hoping it resonates with audiences in primetime slots.
• Morning and Afternoon Radio Drive Times: People are stuck in rush-hour traffic
every day. Make it a point to reach them when their options are limited.
• The Lunch Hour: Most people eat lunch around noon — at their desks. What
better way to reach them than online when they’re already checking email?

5. Inspiration Over Lunch
• Andrew Davis (@TPLDrew) knows MANY people eat
lunch at their desks every day. It’s a chance to capture
them with unique content.
• Once a week, he sends an email to subscribers at NOON
about how they can apply a host of bite-sized, real-world
marketing principles into their business. #Ingenious

6. The End