Is audience size everything? At Silx, we often hear “but who wants to read content about these topics?” People tend to think their potential content topics won’t interest enough people.
But wait a minute. Your audience consists of the people you would typically sell to. So if they’re buying from you, they’re going to be interested in your related content.
We encourage (and assist) clients to work out who their customers are and who their target audience is – within this group are people who will engage with your content.
Appealing to this audience is simple. Your content must be relevant to them. For example, if you manufacture parts for the aviation industry, then writing content about how the right components lead to greater safety and are more cost-efficient is directly relevant to your audience.
Outsiders don’t matter. The overall size of the audience doesn’t matter. It’s about targeting.