KEO Marketing

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Framing Your Audience With Content Marketing

web marketing planAs part of your ongoing web marketing plan, you should be continually evaluating a range of audiences (both internally and externally to your organization) to determine who’s consuming the site information, why they are there, and how they are interacting with it.

In its recent article, Content Marketing Framework: Audience, The Content Marketing Institute offers three strategies for effective audience evaluation:

  1. Create your personas:  One of the tenets of content marketing is that you need to understand — and write specifically — for your audience. To help you do this, it’s essential to create your personas:
  1. Remember your influencers: You may think buyer persona = customer, but there are other influencers you need to consider as well.  You also need to have a plan for reaching industry thought leaders, those within your organization and customers.
  1. Bring it all together: A content segmentation grid helps you build a high-level view of your different audiences, what content you have that meets their needs, and where your gaps are after your personas have been developed. Use this as a way to understand not only what you’ve developed so far, but where you’ll need to spend the most time as you begin to put your content marketing plans into action.

Learn more about how content marketing can change your overall web marketing strategy. Contact KEO Marketing today.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.