Copywriting & Content Strategy: Knowing Your Audience
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Copywriting & Content Strategy: Knowing Your Audience

The vital first step before you spend on platforms or tactics!
0.0 (0 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
2 students enrolled
Last updated 6/2019
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This course includes
  • 2.5 hours on-demand video
  • 6 downloadable resources
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Crafting an audience persona for their target market
  • What is "value"? How to relate that to the Audience Persona you developed?
Requirements
  • No requirements or prerequisites
Description

Are you wasting money, time, and resources on ads and marketing materials? You are when your advertisements are so broad that everyone is your client.

The more precise your audience, the better it is for:

  • Your Marketing Team: They can plan and execute precision marketing campaigns;

  • Your Creative Team: Being clear about your audience means less guess work and reduces the amendments and revisions;

  • Your Digital Ads: Save money by targeting the right audience for your brand, product, or services.

If you're a freelancer, a micro-business owner, or a novice marketing professional, stop using a one-size-fits-all approach. You can't adopt the strategy of major brands and FMCG companies for one simple reason: they can pump thousands of dollars each week! And, yes, they can afford it. And they will pump the money across all platforms. But can you?

If you can't, you will need to be more strategic. Start by knowing your audience before allocating your precious resources. It is simple, but doing this preliminary step separates investment from waste.

In this course, I have only one major goal: to help you know your audience and know them so well that a long-lasting relationship is built no matter where they are on the customers' journey.

At the end of this course, you'll have the concepts at your finger tips so discussions with your various teams are clearer.

Who this course is for:
  • Novice marketers
  • Entrepreneurs with less than 2 years experience
Course content
Expand all 18 lectures 02:33:27
+ Knowing Your Audience
7 lectures 31:59

The worst target for any business is "everyone" or "anybody". It is no different than having a "boogey-man" as our target. The lack of clarity always result in waste of marketing and sales resources. Begin with creating a basic framework of the audience's identity.

Preview 03:02
Where are your audience digitally?
03:04
How do they think?
04:18
What are their values?
08:29
How do they speak?
02:49
How are they consuming this content?
05:43
+ Introducing the Customer Journey
3 lectures 34:27
What is a 'Customer Journey'?
11:45
Where are your audience along the Customer Journey?
14:18
Customer touch points
08:24
+ Looking Deeper into Values
4 lectures 37:48
Values vis-a-vis Maslow's Hierarchy of Needs
02:58
Functional Elements
11:22
Emotional Elements
07:29
Life Changing & Social Impact Elements
15:59

Checking your understanding on the section.

Quiz: Exploration of Value
2 questions
+ Bonus Materials & FAQ
2 lectures 41:37

This is based on a talk I delivered on 4th March 2019. It puts into perspective how knowing your audience affects your campaign. If you are investing your resources, start it right to get the most out of your activities.

Where Knowing Your Audience Comes In
33:12