Where is your target audience? This is one of the most important parameters to consider in your content marketing plan. You need to meet your audience where they are. One way to discover the answer is to review the demographics for each social media platform. Pew Research has a helpful break down of the major platforms here.
As an example, let’s check the stats for ‘Sam Ideal Client.” Sam is a male, age 30-49, a college graduate and makes over $75,000/year. Charting this using the Pew Research charts would look like this:
| MALE | 66% | 24% | 24% |
| Age 30-49 | 73% | 19% | 27% |
| Education: College | 68% | 18% | 38% |
| Income $75,000+ | 69% | 19% | 38% |
From our research, I would conclude that Sam Ideal Client can be reached on Facebook primarily. So this is the social media platform I need to focus my marketing efforts on. Of course, there are many more factors to take into consideration.
And always remember to use a cross channel approach. Ideally we want to meet our target audience everywhere we can. Like the famous bar in “Cheers,” we want everyone to know our name.
Knowing which social network your target audience prefers will give you a starting point and an idea of where you need to be for effective content marketing.
