Content Marketing Framework: Target Audience

The only way we can maintain long-term success is to continually engage people.

As with your content marketing plan, the evaluation of your different audiences (both inside and outside your organization) should occur regularly along your content marketing journey.

Create your personas

One of the tenets of content marketing is that you need to understand — and write specifically — for your audience. To help you do this, it’s essential to create your personas:

Remember your influencers

You may think buyer persona = customer, but there are other influencers you need to consider as well. This short video featuring Amanda MaksymiwLeslie Reiser, and Waynette Tubbs reminds us that you need to have a plan for reaching industry thought leaders, those within your organization and customers.

Brand Marketer Interview – Influencer Marketing Strategy Tips from Content Marketing Institute on Vimeo.

Here are some other informative posts on influencer marketing:

Want to bring all of this together? A content segmentation grid helps you build a high-level view of your different audiences, what content you have that meets their needs, and where your gaps are after your personas have been developed. Use this as a way to understand not only what you’ve developed so far, but where you’ll need to spend the most time as you begin to put your content marketing plans into action.


Audience is the second step in building a successful content marketing strategy. Download our white paper, The CMI Content Marketing Framework: 7 Building Blocks to Success, for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page.