Content Strategies: Element 3, Audience

3. Audience and target market

Who are you talking to? Where do they live and are they male or female, consumers / businesses, ages etc?

One thing we often find is the business owners and company directors are well aware exactly who the target market is, and can easily break it down into segments.

However the number of websites that we see, that are obviously aimed at women, fashion websites, clothing etc. and yet are written more or less exclusively by male writers. Not only this but, the website will be black or grey and the content will concentrate on facts as opposed to relationship building. Click here for using the correct tone and language.

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Voice and tone: Language and the use of words, what is your brand voice?

Men for men and women for women

"Women Write About Family, Men Write About War" Is more than just a catchy title, it actually makes a valid point that there is a difference on delivering a message to a female audience than a male audience.

There is also a difference in tone and voice when dealing with 50+ individuals or with communicating with the 25 and unders market.

Whilst Google favours a more conversational tone see XYZ, it does not follow that selling large ticket items, or services that deliver within a new customers property will appreciate blog style conversational content.

It would be a mistake for example to be too informal to the point the user no longer takes your services or products seriously.

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