Be Brilliant: Marketing Challenges: Targeting Content


Here at B&B Press we work alongside Marketing Managers and Marketing Teams day in day out to advise, guide, support, produce and deliver inspiring, engaging marketing collateral.

We also pride ourselves on being your “Safe pair of hands” a “Helpful friend” and a “Good listening Ear” *
*some of the things our customers have recently said about us.

And whilst we’re sat drinking tea and eating biscuits with you planning how to get more engagement out of your marketing spend, we pick up on some of the day to day challenges you’re facing in your roles.

This is our fifth article in our Be Brilliant series looking at some of the challenges faced by marketing managers in 2016 and our thoughts on how you can best tackle them. 


8:Targeting Content

“What will people want to read on our website? Why will they want to listen to us?”

The solution
Who?, What?, Where?, When?

Who are you speaking to?
Targeting is a key component of all aspects of marketing. To be more effective at targeting, one of the first things any marketer needs do is identify their buyer personas to determine who it is they should be marketing to.

Once you’ve figured out who exactly your key audience is you need to then understand them better in order to know what you can write about that will be of interest to them. And not just of interest, but helpful, valuable, informative, educational, useful. That is, after all, our job as marketers, to be useful to our customers. So ask yourself and your customers “What?”.

What challenges do you face in your role?
What challenges do you face in your industry, what is currently affecting your business, day to day tasks, then offer them some content that they will find helpful.

Where do they want it?
How do they like to read content? Do they like to download e-books? Read quick blog posts? Watch videos, listen to pod casts, snap chat stories anyone? the possibilities of engaging are increasing almost daily. Make sure you are providing the content in the format your target audience will best receive it.

When do you want it?
Don’t just force your content on people? Let them see it as social posts and save it to read later. Let them choose how often they want emails from you. Definitely let them tell you when to stop. And maybe look at the trends. Does your target audience prefer videos in the evening or emails in the morning? Maybe they prefer reviewing tweets several times a day?

“Either you run the day or the day runs you”
– Jim Rohn #BeBrilliant 

Talk to us about how to get your sales and marketing working seamlessly. Contact us or talk to one of our team
on 01709 710000

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