Angelfish Marketing Blog

What is a target audience?

Whatever product or service you and your business provide - whether you’re a recruitment agency, shop owner, travel company, or something else entirely - you will have an ideal target audience of consumers. By definition, a target audience is “a group of people defined by certain demographics and behaviour.” These demographics could include anything from age, gender, where they live, what they do for a job, interests, relationships and so on - and it’s really important for the success and future of your business to ensure you know your target audience inside out.

If you're a business owner, you should already know that having an attractive website is essential if you want new customers and clients to find your business and purchase your products or services. But there's more to having a strong online presence than simply putting up a couple of pages about your business; you should also have a blog in your marketing plan for several reasons, including improving your SEO and the overall effectiveness of your online marketing. 

The challenge

Five months ago, we started working with a recruitment consultancy, M&E Global, who specialise in subcontracting work for the defence industry. Over the past 20 years, they’ve been offering a range of project solutions, supporting various global military contracts. They take a well-rounded approach to recruitment, not only finding their candidates jobs but also supporting them throughout the entirety of their contracts. This holistic approach to recruitment is what makes M&E unique, working closely with both candidates and clients so that all parties get exactly what they need.

Continually writing creative content can be exhausting, especially when you’ve got a department to run. The writing process takes up so much time - from topic creation to final draft, there are a lot of steps involved in creating just one piece of content. But as a marketing manager, controlling the content your business outputs is absolutely essential - after all, you need it to pull in the right customers for the company. However, when you throw in planning and running a successful SEO marketing strategy to the mix, you’ve suddenly got a lot of pressure weighing on your shoulders and a lot to control.

To have a successful SEO campaign strategy, you need to be producing helpful content for your target audience. This means creating relevant and engaging articles that are optimised for search engines and targeted specifically to your buyer personas. Easier said than done, right?

It is so important to include precise, optimised content to avoid losing out on potential conversions. But, with long-form content proving to be highly effective when it comes to getting strong results, how can you provide useful information without producing ‘waffle-y’ content? And, does Google really prefer longer pieces? 

Content marketing is fast becoming one of the most valuable ways to gain loyal customers. Why? Because people want to be offered relevant, useful information to help them along their buyer’s journey. Less and less do customers want to be blatantly sold to, meaning ‘pushy’ advertising is losing its power. Google wants to see great content produced by genuinely helpful writers. In turn, it pushes these websites further up the search engine results page (SERP), which makes them more discoverable for customers. In this blog post, we outline what the benefits of content marketing are, and how they can affect your business, and discuss whether this method is taking over more traditional PR techniques.

Blogging is a fantastic way to attract more visitors to your website. With high quality, consistent and optimised content published on a regular basis on your blog, your website’s search engine optimisation (SEO) will go through the roof. SEO can be a pretty overwhelming concept to wrap your head around, but investing time in your blog is a quick (and cheap) way to direct more traffic to your website.

Did you know that content marketing costs 62% less than outbound marketing yet produces three times as many leads¹? When you put it like that, it makes sense to get your content marketing right so you can appeal to your audience, engage with your prospects and ultimately see those leads increase - and blogging is a great place to start.

SEO design solutions and content marketing has evolved, from changes in the way people search, to changes in the way marketers are developing content. As a result, search engines have altered their algorithms in favour of topic based content, giving way to a new kid on the SEO block - the “topic cluster” model. This new model organises content into a single “pillar” page which acts as the main hub of content and surrounding “cluster” content pages.

But what does this mean for your content marketing strategy? And how on earth does it all work anyway? Read on to find out.