As I’m writing this piece, I am a 21 year old college student. I like music, the gym, and have a weird obsession with Raising Canes. I also work remotely at Precision, freelance in Champaign, and love to cook while I write my blogs. Naturally, you would think the clients I produce content for would cater to people like me– bars, gyms, etc.
That’s not the case at all.
Some of the most fun I’ve had in content creation has come through LinkedIn posts for logistics companies. Even though I would never seek that content out on my own, I still love making it, and think I’m pretty good at it.
I think there’s this notion that content creators can’t be versatile. If someone does work for one particular client, they just can’t do other kinds of work. These boxes are often arbitrarily placed on content creators– especially young content creators– as a reason to deny certain creators certain opportunities. If you’re one of those people, I would urge you to reevaluate. Good advertisers understand how to sell to any demographic.
In order to sell to someone, it’s important to become fluent in their language. When I first pick up clients in industries I don’t understand, I first take the time to understand the technical jargon that appears in that industry. Particularly on LinkedIn, you have to write in the persona of someone who has been in the industry for years, otherwise, your content will look like it’s AI generated (even if it’s not).
After that, you need to understand who you are targeting. Your audience should never be “everyone.” Obviously, you’ll take anyone’s money, but the best marketing is focused on specific groups of people. Personally, I find it valuable to build a mock persona of the person who I’m targeting. I’ll create a fake person, giving them everything from a real name to specific problems that they’re facing. Once I understand this person, I can start creating content that solves their problems.
Let’s look at The White Sheep, one of our oldest clients. They’re a breakfast restaurant who would never turn down 16 year old me’s money, but I doubt they viewed me as a member of their target audience. Realistically, they’re thinking about middle aged moms looking to catch up with their girlfriends and have a few mimosas. When we make content for the White Sheep, we’re speaking to them. That’s why we make videos that cater to millennial/Gen X humor, and write captions from the perspective of a middle aged mom. I found this video https://www.instagram.com/p/DGD0FB8xrrt/ to be quite cheesy, but my mom loved it! That’s proof that the content is working.
Once you’ve defined a target audience, you need to understand them. That process takes time, but it’s nothing a good marketing team can’t handle.
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