Join Morten Rand-Hendriksen for an in-depth discussion in this video Define an audience, part of UX Foundations: Content Strategy.
- [Voiceover] Before we can learn to know and understand the people who will be accessing the content we need to know who they are. For every project an audience has to be defined. Whether your organization has a clear definition of who their primary audience is or this is an explore territory clearly defining an audience is a vital part of developing a content strategy. To start this process ask a simple question. Who is the organization aiming to reach? Typically there will be an archetypal user defined for which the organization and it's products or services was originally designed.
Young professionals in an urban setting, new parents, small business owners with minimal staff and overhead, gigantic multinational corporations. Based on this archetype build a list of key characteristics that define them. What makes this audience unique? And how does this uniqueness connect them to your product or service? From this primary audience establish secondary and tertiary audiences. Who influences and who is inspired by the primary audience? Who are the decision makers? And who is involved in the decision making process? What do their networks look like? In this process it's a good idea to do a competitive analysis.
Who is the defined audience of your closest competitors? Who are their influencers? How are they reached? And how are their goals being met? When defining an audience it's important to look beyond immediate staff influencers and target audiences of the organization. While they provide a good starting point for exploration a much larger audience can likely be found by casting a wider net. One strategy that can be effective in defining an audience is first mapping out your potential audience, primary, secondary, tertiary etcetera and then narrowing down a group within the group as your target audience.
This will ensure you've explored your entire potential for reach and made an educated decision on what audience to target. It also provides a wider footprint if the target audience needs to be changed or expanded in the future.
Learn the four elements of constructing meaningful content, from identifying your audience and structuring and wireframing content to developing content guidelines and measuring the success of your efforts. Author Morten Rand-Hendriksen also shows you how to develop persona spectrums to better understand your users and evaluate the needs of important stakeholders and influencers.
- What is content?
- The components of content strategy
- Identifying stakeholders and audience
- Developing user persona spectrums
- Auditing your content
- Building guides, templates, and workflows
- Creating the content
- Measuring success