Create Audience-First Content in Three Steps
According to a 2024 survey, 58% of business-to-business companies rate their content marketing as “moderately effective” – or as Ann Handley from MarketingProfs calls it, the “sea of meh.”
This and other findings appear in the 15th Annual Content Marketing Survey from the Content Marketing Institute and MarketingProfs.
Only 3% of B2B respondents described their content marketing as “extremely effective,” followed by 26% who said “very effective.”
And what did the lucky 29% say was the reason for their success?
“Understanding the audience” was the number one answer, with 82% of responses. Other keys to highly effective content marketing included:
High-quality content: 77%
Possessing industry expertise: 70%
High-performing team members: 69%
Your audience is king when it comes to effective content marketing.
You achieve your business objectives by centering audience needs. That means knowing who your audience is and where they look for information. Your content must address their needs using language they can understand.
#1: Get to Know Your Audience
Handley praises Autodesk for connecting their advanced design tools to something much bigger. The company’s website provides a clear roadmap where users can find product information and cutting-edge research. Autodesk displays a deep understanding of their audience by letting users self-select for solutions based on their industries, including architecture, construction and visual effects.
There are many audience parameters to consider when crafting content:
B2B or B2C: Some business prospects may already be experts on your topic, while others would benefit from more in-depth educational resources. If you’re speaking to a consumer audience, provide easy-to-find product information using simple language and helpful videos.
Customer journey: At the top of the funnel, your goal is to build awareness and meet prospects where they are on social media and search engines. Closer to the bottom, they’ll need more details to educate themselves and choose you over the competition.
Age, life stage and family status: Banks and credit unions know that young adults have different financial priorities than middle-aged parents or empty nesters. Content should offer clear details on checking, savings and lending options tailored for individual customers.
Activities and interests: Assemblies of God Credit Union understands that their faith-based mission has an appeal that goes beyond personal finance. Their website describes how AGCU donates 10% of annual earnings to philanthropic activities. From sports fans to art connoisseurs, look for opportunities to connect with the shared interests of your audience.
Geography: Want to help local folks find you? Set up a Google Business Profile so you’ll show up on maps. Highlight your involvement in local events or charities to deepen the community connection with your customers.
#2: Learn Where They Get Their Information
When it comes to search, it’s safe to say that Google isn’t going away any time soon. After all, the search behemoth garnered nearly 90% of all search queries in the United States for the 12 months ending January 2025.
But if you look to the younger generations, times are changing.
A 2024 survey for Forbes Advisor found that Generation Z is 25% less likely to use Google for search than Generation X. Nearly one quarter of all Americans primarily use social media instead of search engines.
Another key finding? Gen Z’s preferred search destination varies by topic.
TikTok is the winner when Gen Z wants to learn about gift ideas, hair and makeup tips, fitness, recipes and fashion.
Google still comes out on top for local services, restaurants, electronics and financial services.
A. Lee Judge, co-founder and Chief Marketing Officer of Content Monsta, names presence as one of the keys to marketing your content. Your brand must show up in the conversations, social feeds and communities where your target audience spends their time. Judge offers the following steps for building your online presence to meet customers where they are:
Be on the platforms where they prefer to find information.
Use multiple formats. For example, transform your blog articles into videos and social media posts.
Maximize your presence even further with social sharing and digital advertising.
#3: Speak Their Language – In Your Own Special Voice
Several years ago, Midwestern mom Jane Molina noticed that her third child wouldn’t accept a pacifier. She tried many different brands, but he simply refused to take them. Jane soon discovered that moms from all walks of life were having the same issue with their babies.
So Jane and her sister Joy Williams made a decision:
It was time for a truly breast-like pacifier to support a baby’s feeding journey. After seven years of hard work and help from investors, attorneys and fellow entrepreneurs, the patented Ninni pacifier was born.
The sisters launched their company on March 1, 2021. Since then, the Ninni has gained a following on TikTok, as one happy mom after another shares how this groundbreaking pacifier helped their babies. Customers can order the Ninni in a range of adorable colors from the company website, and the Ninni Co. blog offers heartwarming stories from satisfied moms and advice from infant care experts.
The Ninni Co. story illustrates how storytelling helps your brand stand out in a world where AI churns out sound-alike articles every minute. Handley of MarketingProfs urges marketers to tap into their own experiences and subject-matter expertise to create original content.
Add depth to your content, not just surface-level talking points.
Have some fun! Audiences are more likely to enjoy your content if you enjoyed creating it.
Consumers crave authenticity, so let your personality shine through. From humor to inspiring stories, give folks a perspective they won’t find anywhere else.
Invest in People-Centered Content for Your Marketing Strategy
Original, audience-focused content is essential for winning trust, boosting SEO rankings and achieving your marketing goals. To learn more about content marketing for your business, call me at 417-233-1589 or reach out online today!
