The short answer is, "everyone."
If you haven't taken the time to drive out a content strategy, no worries, you've got time. Maybe this is an area where it's okay to work in reverse. Maybe you've already performed a content audit and you don't even know it — it's quite possible.
Simply put, a content audit is taking a hard look at your existing content — your literature, your blogs, your case studies, your webpages, your social posts, and all of the things that can inform your current, or future content strategy. Then, taking a look at your current customer base and your prospect pool and really starting to analyze who your audience is, and how they like to receive information.
Consider different ethnicities, generations, skills gaps, preferred communication method, and other differentiators that can help you make solid determinations about your business and then learn how to communicate with each segmented group. Okay, maybe it's not that simple, but it's not outside of your grasp.
Your #1 goal should be to trim the fat, so to speak, but you can't do that without data. You'll want to look at your email open rates, your social media engagement, your best and worst performing marketing campaigns — all of it. The more access you have to clean data, the more segmentation opportunities you have.
Don't have data? Don't worry. You can quickly and easily implement digital strategies that will give you a good starting point for tracking important Key Performance Indicators (KPIs). If you already have a social presence, that is the easiest way to analyze your following since all of the tools are already in place. To spread your wings, you'll also want to consider looking at, or starting to track website analytics, too.
If you're trying to get to a place where you want to understand which content is relevant to your audience and what kind of content "sticks," some of this is trial and error. That's the fantastic thing about digital marketing — there is a lot of room for experimentation. Again, social is a good place to start. You'll know by the reach, number of impressions, and consequent follows of how engaged your audience is — then, your path won't feel so "guess-y."
This can be a tedious, but a much needed exercise to position you for success. Not sure where to start?
Hello from Ohio! I am the mother of one sweet, strong-willed daughter. She is my pride and joy.
Writing is my passion and when I'm not behind my computer with a cup of coffee, 90% of the time, I'm wondering if I walked out of the house with mismatched shoes.