Content Management: Achieve your goals through target group analysis

What is the ultimate goal of content management? Better content? More traffic? More comments on articles?

No, if we get to the bottom of it, every brand wants to ensure that users find the content and ultimately buy the product, register for a service, or otherwise spend money on something offered by the company.

Every company eventually decides it needs more or better content. But if the ultimate goal is profit generation, is it really enough to simply conduct keyword research and create as much content as possible around those keywords? keywords to generate?

The answer: No. The reason: It's not about generating more content. It's much more important to create the right kind of content – ​​at the right time, for the right target audience. Makes sense, right?

The first question to ask, therefore, is not which keywords are the right ones. Instead, it's essential to conduct a target audience analysis and determine their online behavior and preferences. Furthermore, each user is highly likely at a different stage in the buying cycle when they find or visit your website.

Whether someone has just stumbled across your brand while searching for a product or has already decided to buy one of your products makes a big difference. These users prefer different content. For all of them, we need to know who these users are and what their preferences are. Only then can we pursue the right content strategy and create the best content.

But how do you determine your target group? Below you will find methods that can help you with target group analysis:

1. Data analysis

As mentioned earlier, the main goal is to reach the right target audience. Let's say, for example, that in our case, the most important people for our company are those users who pursue a specific goal. Naturally, this means we want to find out everything we can about these users in order to drive traffic to our website.

We can achieve this by creating a segment in Google Analytics that filters only the data resulting from this goal achievement. To do this, go to "Add segment" → "Conditions" → find your specific goal → change the setting to > or = 1 per session.

Afterwards, you can use the "demographic characteristics" function in Google Analytics to obtain more detailed information about this target group. This makes it possible to see the age, location, device used, or interests of these users.

You should do this for different, specific groups and pages to better understand what kind of content attracts users who actually become customers. It's possible to create groupings based on content type (e.g., help articles, brand content, etc.). Alternatively, you can simply look at specific subfolders.

Use the segments to also track which pages drive traffic that leads to purchases. This shows that the users interested in your brand or product feel strongly addressed by these pages.

2.Twitter

The analysis using Google Analytics has the minor drawback that it only allows you to view data from users who have already visited the website. However, it's always helpful to also have data on people who are interested in your brand or product.

A good starting point is Twitter. Using Followerwonk is recommended, as it allows you to analyze your target audience and competitors. Simply enter a Twitter username and then click "Analyze Followers." You can analyze up to 5000 followers this way. If you export the data, this number increases to 100,000 followers.

The tool can also analyze when your target audience is most active on Twitter. This allows you to strategically share your content when your desired audience is most likely to see it.

Furthermore, Twitter can also be used to find keywords that are important for the company and the target audience and export them to a word cloud tool. This allows you to quickly see which keywords are performing well and what other interests this target group has. This is incredibly helpful in finding topics!

3. Facebook

Facebook now offers a wealth of useful data about users and their interactions with posts. Of particular interest are those who have engaged most with your posts. Simply go to your company's Facebook page, then to "Insights" → "People," and then click on "People Reached."

Facebook's analytics make it easy to see which content users responded to most. The result: post more of it. And steer clear of things that don't work. Simple, right?

4. User behavior on the website

There are two reasons why it's useful to look at user behavior data on your website. First, you can find out what your users are searching for. Second, you can also identify what they find difficult to locate. So, if you see that a lot of users are using the internal search to find content, you can conclude that this content should be organized in a better and more easily discoverable way.

For this, it's best to choose the longest possible time interval – for example, one year. In Google Analytics, go to "Behavior" → "Site Search" → "Search Terms". Also, note which topics or content your users search for most frequently. This way, you might discover topics for which you can create and publish additional content.

5. Questions

Just as with internal site search, it's crucial for external search to understand what questions your users have about your product or industry. If you can provide the answers, you'll capture the interest of potential customers early in the buying cycle and establish yourself as an authority in the relevant field.

• The beloved Google search

Enter a question word and an important keyword to see which questions arise via Google Autocomplete.

• Use a tool

In addition to Google, you can also use a tool such as... W-questions tool Use it to find all possible questions related to a specific keyword. You can even export these to an Excel spreadsheet afterwards!

• Read forums

Do you know which forums are discussing your product, service, or industry? With a few tricks, you can use Google to find the specific threads where you're being discussed. Enter the following into Google:

Site: stackoverflow.com in URL: «Brand Name» AND «Product Name»

This way you can quickly identify which questions are frequently asked, become active in these forums yourself, and perhaps even offer content on the topics.

• Ask questions

The best way to learn more about your customers' interests and needs is, of course, to ask them directly. Use calls with partners to weave in some questions on these topics in addition to the business discussions.

You can also conduct a survey among your users. There are numerous providers for this, such as SurveyMonkey. It's important not to ask too many questions – after all, nobody has hours to spare. Instead, ask five questions that are particularly important to you.

If you have completed the steps above, you should now have detailed data about your target audiences. All that remains is to give these users what they want!

Do you have any further questions about Content Management, marketing strategies or other topics? Would you like a meeting with a ExpertsThen contact us. MIC Contact the group today by email or phone. We are always happy to help!