This phrase always floats around my head when working on content optimization projects. Optimizing content involves utilizing keyword research and audience targeting to find out what words your customer base uses when speaking about your products. The SEO phrase "Content is king!" is true and corporations spend millions to identify their target audience and research what keywords they type into search engines. Weaving these keywords and phrases into your text will help increase the relevance of your online marketing project and also help with your search rankings. Read Shay Howe's Web Content Optimization Guidelines for some standard content optimization best practices. Another interesting article to check out is Bloggingtips post Know Your Audience : How to influence the type of readers your blog attracts.
Knowing your audience is so important when developing content for any communication in all forms of media. Are you speaking to the Baby Boomer crowd who are learning how to program their medication reminders into their Jitterbug cell phones? Or is your target audience the Hip Hop community where the terms "soft" and “Sweet,”
by Common is a hot button issue in the Hip Hop news. Are you speaking to energy traders where the mysterious language of derivative trading is relevant? Or to an academic audience where research studies and findings will be most relevant? What are your user"s specific pain points? How can you address appropriate solutions? Directing the content to the appropriate audience creates a much richer user experience, acknowledges that you have heard and understand your users, and also makes your content more relevant for search engines. Since content optimization can be compared to spoon feeding your audience, it reminds me of the Baby Sitting Skills Training class I took in Jr. High. I not only learned important skills like CPR, when to call Poison Control, and not to open the door for strangers, but I also learned one of the most important communications skills when speaking to children - get down on their level and look them in the eye. Knowing your audience in this instance creates a bond of trust between the child and the adult, builds the child's confidence, and lets them know that you want to understand their needs and will safety guide them through an evening without their Mommy & Daddy. Speaking to your audience on their level builds trust and understanding.
In Speech Communication Studies 101 classes in college, I learned the fundamentals of oral communication which focuses on the theory and practice of public speaking and how to construct and deliver presentations of both an informative and a persuasive nature. The first rule of pubic speaking is to know your audience. It's crucial to speak directly to your target audience when providing instructive information or when trying to persuade them. You will use a different language profile when trying to inform a 2 year old than you would use when trying to inform a 22 year old. Politicians have perfected the art of speaking directly to their political base to persuade the audience to vote for them. Knowing your audience and speaking their language is a basic communication skill.
Another basic human need is to be heard and to be understood. Marriage counselors often utilize exercises to parrot your partner to help build better listening skills. The phrases "I hear you say ___" and "I understand you need ___" help partners better listen and understand each other's needs. Knowing your audience in inter-personal communication involves listening skills as well as speaking key phrases your partner needs to hear. Listening and understanding your audience is as relevant in corporate communications as it is in our everyday personal communications.
In a world where communication often is limited to 140 characters or less, it's important to make every word count. Knowing and understanding your audience provides richer communication experiences, both online and off. Speaking directly to your customer's needs or your partner's needs requires the same level of listening and understanding skills. Knowing your audience, listening to their needs and speaking their language will bring better results in business and in all relationships.
I leave you with one of my favorite quotes from Mother Teresa, "Before you speak, it is necessary for you to listen, for God speaks in the silence of the heart."
