Understanding your audience. One of the key steps in any successful campaign is identifying your audience – know who they are and where and how your content fits into their daily life. The best way of doing this is by creating customer personas, or a detailed profile of the different customer types that might access your content.
Research, research, and research! Talk to your existing customer base, reach out over social media, collect data from surveys, check out competitors, and analyse the results. This will create demographic information, including gender, profession, religion, culture etc. and will also help you find out more about your customer behaviour, what they care about, motivational factors, concerns, and daily routine.
Don’t overlook cultural differences. Whilst conducting your market research make sure that your content is culturally sensitive. On international markets, there can be cross-cultural challenges that need to be considered. For example, the level of education in that particular area, religion, seasonal holidays, values, current affairs. If these are not taken into consideration it could cause a cultural marketing blunder. In the opening flight from Hong Kong, United Airlines honoured the occasion by handing out white carnations to all staff and passengers. They later realised that for many Asians, this flower represents bad luck or death.