Be Mindful of Your Audience in Content Marketing
This article was published on August 1, 2025
Categorized in: Content
Your audience should come first when it comes to content marketing. Yes, you should take a strategy-first approach. That strategy should align with business goals and the overall digital marketing strategy. Ultimately, though, why are we really going through all these efforts? It’s to attract the right audience. So, keeping your audience top of mind will make a huge difference. Here are some thoughts that will help you do that.
Know Your Ideal Customer Profile
As a B2B company, you likely have to navigate through longer sales cycles when it comes to reaching your audience. Your customer profile will be especially important in this case, because knowing it will help you use your content to get right to the point. Your audience needs help navigated all the noise around them. They want to feel connected to businesses that understand them, and you should be creating content that does that for them.
This is the time to drag the customer profile out of hiding. If you have never had one, or if yours feels outdated, you should create one. Consider, what does your ideal customer look like? Focus on that when putting together your strategy and writing content for that strategy.
Align Content and the Buyer’s Journey
With B2Bs, chances are pretty good that the sales cycle is long. The job if your content will be to connect with your audience no matter which stage of the journey they are at. By being mindful of this, you will be more successful at creating content that will draw them in.
When content is aligned with each phase of the buyer’s journey, it inspires potential customers to return to your content to get their questions answered and to explore your offering, no matter where they’re at. If you only hit on one part of the buyer’s journey, you’ll miss out on this because they may click away in order to find their answers elsewhere.
Understand How Your Audience Interacts with Information
Do you know the habits of your intended audience? This is a step that a lot of marketers forget when putting together content. Here are some questions about your audience to consider when putting together your content:
- How do they search for answers to their questions? You’ll want your content to be wherever this is, ready for your audience to find it, interact with it, and take value from it.
- What types of content do they prefer? There are many choices here. Does your audience tend to watch videos, read white papers, or articles of varying lengths? You’ll need to know this because if your audience prefers essay-style content and you are constantly delivering them list-based articles, they won’t resonate with it as much.
- How do they engage with the content? Does your audience prefer to watch short videos? Skim content to gain the main points before clicking off? Do they like to read every word? If you can find this information, it can really help elevate your content marketing.
Your audience is the most important element to consider when putting together your content marketing strategy. After all, everything you would be doing would be designed to attract them and offer value. The more you know about them, the more effective your content marketing strategy will be.
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About the Author: Brick Marketing President, Nick Stamoulis
Nick Stamoulis is a digital marketing expert and President of Brick Marketing. With 25+ years experience, he specializes in solving complex digital marketing challenges through SEO, content marketing, social media, PPC, email marketing, SEO for AI (GEO) and conversion optimization.
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