Who is our audience and what do they live for? This is one of the most important questions — who do you want to get, what does your ideal reader look like? You need to take everything into account: age, income, interests, reading time, user behavior, the device they read you from, preferred formats, readiness for interactivity, favorite social networks and many, many other parameters. An Excel spreadsheet will help you!
Move from large descriptions to narrow ones:
— How many characters in an article will your audience definitely read?
— how many texts are they willing to read at a time?
— Do they like videos? Is it convenient for them to listen to content with sound? and so on.
If you find it difficult to create a detailed description of your audience on your own, it is better to order a study. If you work in complex segments, do not only quantitative measurements, but also qualitative ones.
Which channels to use? The concept of media is extremely vague: it can be instant messengers, social networks, newsletters, podcasts. There is no point in going to all platforms — it is an inefficient jamaica mobile database use of the budget. You can even choose only one of them. For example, Alfa Bank has an entire infrastructure of Telegram channels for different audience segments — and it works great.
When choosing channels, proceed from what kind of users you want to attract. If you are targeting women 55+, then you can look at Odnoklassniki (but evaluate conversions sensibly). Or go to Telegram if your audience is young and active. The main thing is to carefully consider any platforms, even if at first glance they seem outdated to you.
"I constantly encounter mistrust of Viber, but it is a great messenger that can be used to work with a regional audience. For example, Flacon magazine with its trendy acid illustrations and crazy makeup is designed for progressive youth. But at the same time, the Viber audience responds well to such content. Therefore, if I have a selection of incredible manicures, I will take it to my Viber subscribers and thus do them good. And that is why they will stay with me. In your case, it is the same - you need to understand well what is attractive content for your audience."
Nadezhda Papudoglo, editor-in-chief of the online publications Mel and Flacon
How much content and how often will we release it? Will we do it with our own editorial staff or will we hire a content marketing agency?
If you want to create media yourself, you will need at least an editor and a product manager to get started. Then everything depends on your plans, the volume of content, and the distribution model. Look at the average salaries on the market for each specialty, the number of people in the editorial staff, and compare this with agency offers. Here you need to compare not only the budget that you will have to allocate, but also the working conditions, convenience, guarantees, level of specialists, and other factors.