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In Content Marketing, It’s Not What You Know — It’s What You Know About Your Audience

Andrew-Schulkind
By Andrew Schulkind

Our crazy upside-down world offers plenty of evidence that, “it’s not what you know, it’s who you know.” But while that might get you $26 million worth of Instagram endorsement deals, in content marketing, you have to know something — as well as someone.

In fact, you need to know something about someone — specifically, your target audience. With that in mind, it’s worth considering the tools and techniques we use to paint an accurate picture of our ideal customers.

Established Client Interviews

Though you’ll hear many an expert talk about prospect personas as the ideal starting point, for most of us, it’s easier to establish a baseline by interviewing our existing clients to find out what motivated them to seek out a solution.

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Andrew-Schulkind

Andrew Schulkind

Since founding Andigo, Andrew Schulkind has asked clients two simple question: what does digital marketing success look like, and how can marketing progress be measured? Andigo’s work includes web design and development, content marketing, and digital strategy, among other digital marketing components, with a goal of helping firms encourage audience engagement through solid information architecture, a great user experience, and compelling content. A dash of common sense doesn’t hurt, either. Andrew graduated with a B.A. in Philosophy from Bucknell University. He engages in a range of community volunteer work and is an avid fly fisherman and cyclist. He also loves collecting meaningless trivia. (Did you know the Lone Ranger made his mask from the cloth of his brother's vest after his brother was killed by "the bad guys?”)

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