by Sarah & Kevin Arrow

The Ultimate Guide to Content Marketing: Finding Where Your Audience Hangs Out

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Welcome back to day 5 of our content marketing challenge! I'm excited to dive into another critical component of your strategic content marketing plan – determining where your audience actively spends time online.

Remember how we spent yesterday diving deep into who your target customer is? It was like painting a vivid picture of our ideal friend. Well, today we're taking all those colourful details and using them to figure out where we should be hanging out with them online.

I know, I know, it's tempting to want to be everywhere at once. But just like trying to attend every party in town would leave you exhausted, spreading yourself too thin online might not be the best plan either.

Instead, let's think smarter. Imagine if you knew exactly where your best friend liked to hang out. You wouldn't waste time looking for them all over town; you'd go straight to their favorite spot! That's what we're doing with our audience. By focusing our efforts on the places they already love, we can connect with them in a more genuine and effective way.

So grab your virtual map, and let's go find where our friends (aka our audience) are spending their time. It's going to be a fun adventure!

Let's explore some of the key channels and platforms to research:

Social Media: It's More Than Just the Big Names

Hey there! When we think of social media, the giants like Facebook and Instagram probably jump to mind, right? But hold on a sec; let's not overlook the little guys! Sometimes, those niche and up-and-coming platforms are where the magic really happens.

Imagine it this way:

  • Picture photographers, with their cameras at the ready, gathering on Flickr like it's their favorite photography club.
  • Think of developers, typing away, finding their tribe on GitHub like it's a cool tech lounge.
  • Envision business executives, suited up, making power connections on LinkedIn like it's the best networking event in town.

So, it's time to dig deeper and really get to know your niche's social ecosystem. It's like exploring all the unique shops and cafes in a new city, rather than just sticking to the main tourist attractions.

Ready to go off the beaten path and discover where your audience is truly hanging out? Trust me; it's an adventure worth taking!

Let's talk about something we all love: good reads. You know, those magazines, blogs, and news sites that are like comfort food for our brains? Well, your audience has their favorite reads too, and that's exactly where we want to hang out with them!

Think about it this way:

  • SaaS companies? They're dreaming of being on the front page of Mashable or TechCrunch, like winning a tech Oscar.
  • Home chefs? They're flipping through Bon Appetit and Food Network, hunting for that perfect recipe like it's a culinary treasure map.
  • Fashion designers? They've got their eyes on Vogue and Elle, seeking that runway spotlight like it's the fashion Super Bowl.

Now, getting your name in these beloved publications? It's not just cool; it's powerful. It's like having the popular kids in school give you a shout-out. It's social proof that says, “Hey, these folks are legit!”

So, grab your metaphorical magnifying glass and let's start scouting for those ideal spots where your audience loves to read. Who knows? Your name might be the next big headline they see! How exciting would that be?

Forums & Groups: Where the Conversations Get Real

Hey there! You know those cosy gatherings where people just seem to click and chat about their favourite things? That's exactly what online forums and groups are like, from Facebook Groups to Reddit communities. It's where folks come together to share, laugh, vent, and learn.

Now, picture yourself stepping into one of these virtual hangouts. Not just as a fly on the wall, but as a part of the conversation. How cool would that be? Here's how it might look:

  • Are you all about baby products? Imagine joining new parent groups, swapping stories, and sharing tips. It's like being part of the ultimate parent support group.
  • Maybe you're a home improvement brand. Dive into DIY communities and help people turn their fixer-uppers into dream homes. You'll be like a friendly neighbour with all the best tools.
  • And for the betting apps? Fantasy sports subreddits are where the action's at! Share your insights and become part of the game-day excitement.

Participating in these groups isn't just about promoting your stuff; it's about connecting in a real and constructive way. It's like joining a club where everyone speaks your language.

So, grab your virtual coffee (or tea), pull up a chair, and let's find those online gatherings where you and your audience can really click.

Influencers & Podcasters: The Rockstars of Your Industry

Hey, friend! Let's talk about the movers and shakers in your field. You know, those people whose names just seem to pop up everywhere? Their podcasts fill our earbuds, their blogs light up our screens, and their opinions shape our industry.

Think of them like rockstars at a concert, and we're the fans who can't wait to hear their next big hit:

  • Into SEO & marketing? Then you've probably heard of Brian Dean. He's like the lead singer belting out the hits.
  • Coding and programming? David Heinemeier Hansson's the guitar hero of the tech world.
  • And when it comes to leadership, BrenĂ© Brown's wisdom resonates like a powerful drumbeat.

But here's the cool part: we're not just admiring from afar. We can actually connect with these stars, and we're looking up to them, not down on them. We're fans, but we're also part of the scene.

So, how do we make that connection? We provide value. Share insights. Offer support. It's like striking up a conversation at a backstage party. You never know where those genuine connections might lead.

Ready to tune in to the influencers and podcasters in your industry? They're already shaping the conversation. Let's join in and make some beautiful music together!

Events, Conferences, Trade Shows: Where Handshakes Happen

Ready to step out from behind the screen and into the bustling world of events, conferences, and trade shows? Oh, the excitement in the air, the buzz of chatter, and the clinking of coffee cups – it's like a festival for your industry!

But wait, we're not just there to enjoy the party. We've got a mission. It's like a treasure hunt, and our treasure is connecting with our niche in person. Imagine:

  • Sharing a laugh with fellow enthusiasts at a trade show booth.
  • Exchanging business cards at a sleek conference centre.
  • Nodding along to an insightful talk at a networking event.

And what's our secret weapon? It's content! But not just any content. We're talking about resources that are as relevant and engaging as a favourite book or a gripping movie:

  • Educational goodies that match the event's theme and purpose, like handing out the perfect party favours.
  • Insights that resonate with your audience's interests and habits, like knowing the exact song to play that gets everyone dancing.

The key here is thoroughly understanding our friends (aka our audience). We're not just tossing random gifts their way; we're thoughtfully choosing what will delight them. No disjointed efforts here. It's all about the personal touch.

So, lace up those networking shoes and grab your stack of business cards. We're heading out to the place where handshakes happen and connections are made.

Tomorrow we'll start mapping out your content plan! Please share any ideas on optimal channels and formats for your audience. Looking forward to Day 6!

About the author, Sarah & Kevin Arrow


Sarah & Kevin Arrow have worked in digital marketing since 2006. They share their thoughts and tips here on this site. They'd love to help you become more visible. Book in a call or ping us a message - we're waiting to hear from you!

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