If you’ve been writing content and not getting much traction, maybe you’re writing the wrong content. Taking the time to understand your target market is a vital part of connecting with a busy, over-communicated audience. What does your reader want to know? And why is it important?

First, what are words and phrases are people searching to find you? What topics are people searching that have to do with your business? Do some keyword research. Long tail questions are much more common now, especially with voice search, though your customers aren’t using voice search on desktop. Check out keyword tools like Moz, which you can use free for 30 days, or Google’s Keyword Planner as a starting point.

Next, take a deep dive into researching your target audience. Look at age, gender, lifestyle, interests and hobbies. In fact, create an avatar of your ideal customer and write content that will speak to them. What are they struggling with? What’s on their mind? What are they afraid of happening — or not happening?  You can ask questions in person, by email, on social media, or through an anonymous survey tool like SurveyMonkey.

When you know all this, and look at what’s trending online and, with using tools like Buzzsumo, write content that answers your customers questions and solves their problems. Help them define their goals by content rich information. Tell them how you’ve overcome similar problems. And don’t be afraid to get a little personal because it makes you more human. Be helpful, candid and it’s perfectly ok to add a dose of humor. It’s a great ice breaker and puts us on an even playing field.

I’m Robin Samora with the Fast Marketing Minute. Want to up your marketing game? Ask me about writing a customized marketing plan for you. Email me at Robin@RobinSamora.com. Talk tomorrow!