You’ve optimized your site and probably followed all the basic SEO rules in the book, and your site is, in fact, ranking fairly well in Google, but somehow, conversions are just not happening. What could be the issue? You wonder.
Chances are you haven’t taken some time to understand your web content audience. Getting your site ranked for certain keywords and having visitors land on our page is one thing, but keeping them interested and interactive so they can take a certain action is a whole different game.
As a webmaster or business owner, understanding your target audience is an inevitable process in trying to tailor-suite your site content for better search engine ranking and audience retenions. Elements such as tone variation, change of persona, mode of presentation, font type, size and color, and article structure may vary depending on the type of audience.
Understanding your audience is the key to writing content that engages and connects with your audience and provokes them to take an action. Before designing any content marketing strategy, you need to ask yourself a few questions.
1. Who are you writing for?
2. What problem are you solving in their day-to-day life?
3. What kind of conversations do they have?
4. What is their occupation?
5. What value are you providing to the readers?
6. What makes your content any different from others?
7. What is new/unique with your site content?
8. Where do these guys hang out?
9. And so on….
Common types of audience on commercial, social and personal sites include:
- Corporate clients
- Subscription members
- Service providers
- Purchasing clients
- Social media fanatics
- Content writers
- Ghost shoppers
- Potential partners/stakeholders
- Site reviewers
- Random visitors
- …The list goes on.
All the above categories of web content audiences and many others are useful to your site as a webmaster. All you need is to do find out how to harness their attention and turn them into your loyal followers. But how?
Well, let’s start by understanding them and categorizing them according to their content reading behaviors. Roughly, most visitors on your site will fall into the following categories:
1. The scanners: They are the most impatient and difficult to tame visitors. The kind of readers that will just look at the structure of your article and go for their mouse within a second. Mostly young, looking for some entertaining graphics and intense but short stories, well, very short stories. They love “short funny quotes” too and are
2. The Skimmers: A majority of most online audience falls here. They will read the first paragraph, skim through the bullet points and there mouse pointer will be hovering on the next tab or link by the time they are halfway down your article-having read 1/32 of the other half!
3. Patient skimmers: Well, a slightly improved version of skimmers. They don’t have much time, but will read to almost a half way through your article -if they find it really interesting or informative. With good content writing skills, practice and article architecture, you can easily earn their attention and a little more company.
4. The explorers: Explorers exist in the online world too, just like the physical world. This is just a curious lot, they have some time to spend on your page, and they are most likely looking for supplementary info on a rather wider niche. They won’t, however, mind pocking on the “click here” link on your page just to see what is on the other side.
5. Passersby: These likely landed on your page through a link from a related page elsewhere and did not actually type your domain name into their browser’s address bar. This is where backlinks and article submissions save the day.
6. Returning visitors-These are the “you look familiar” kinda audiences. When your content writing is really good, you just might earn a bookmark or an RSS subscription from these guys. Most likely they love your writing style or keep you regularly update your site content.
7. Members: Most common in chat rooms, forums, membership sites, social media, discussion boards, and blogs. They don’t have a problem spending an extra 10 minutes following up on your story, commenting, expressing their views or just having fun with anybody else on the platform. They are a “good” lot, the kind that you can mobilize to take an action.
8. Home-sweet-home: when you are a webmaster, having this kind of audience on your platform is quite an envied status. This means you really have something they desperately need and will even pay a subscription fee or spend quite some good time on your web content pages to get.
9. The novice: Forms a considerably large portion of the audience on the web. They usually have a rough idea of what they are looking for but are less knowledgeable about the niche they are exploring, most beginners fall here. With a little more effort, they are likely to stick around for quite some time.
10. The elites/experts: This is quite a slippery web audience, difficult to convince or please -don’t even think of selling crap to them either, they have been there, and done that. They actually know what they are looking for, and they will smell a sales speech or misleading content a mile away. Most likely advanced webmasters, content writers or online researchers. Chances are that they have other 14 browser tabs open, searching and comparing site content on the same topic or niche.
Additionally, you need to study demography, culture, environment and social classes of your audiences. If you do write about social media, for instance, it’s
You can use demographics to isolate characteristics that help distinguish the type of audience you getting on your site. Income level, gender, age, geographic location, religion, and other values can all be used to deeply understand your audience and strategically structure and package your content.
I hope that helps.