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3 Audience Types Essential to Successful Content Marketing
Joe Pulizzi / Business 2 Community / November 30, 2013
As you may or may not know, I earned my stripes in the publishing business, and had the opportunity to work with over 100 different B2B brands during my time there.
It’s with this experience in mind that I’d like to ask you to name the most important asset to a publisher. Is it the people? The brand image? The facility and its capabilities?
Without an audience, publishers can’t generate any revenue. No one will advertise in their magazines. No one will sponsor their email newsletters. No one will buy any direct company offers. There’s nothing but silence.
As a content marketer yourself, you recognize that the most critical part of a successful content marketing program is building your audience. Without an audience to consume it, there is no reason for businesses to create content in the first place. Without the audience, we cannot drive revenue of any kind.
And for this (and many other reasons), I was thrilled to get my hands on Jeff Rohrs’ new book, aptly titled, Audience: Marketing in the Age of Subscribers, Fans & Followers. Jeff has traveled around the world to teach marketers how to build an audience for their content. Audience is a non-technical tutorial on how to position audience development in your organization and develop a strategy for audience creation, as well as a channel guide that helps you determine which audiences will work best for your specific content efforts.
In the book, Jeff reveals hundreds of tactics and strategies (literally!) on how to build your audience online. One of the sections I found to be the most helpful is where Jeff breaks down proprietary audiences into three principal types: seekers, amplifiers, and joiners. Understanding these three groups will help us better execute successful content marketing strategies.