Well, let’s break it down into three groups. And if we’re being blunt, anyone outside of these groups doesn’t really matter.

1. Your customers: Your best customers are always your current customers. You have already won their trust – now you just have to keep it by nurturing through great, targeted content.

2. Your prospects: That is, those who can and should become your future customers. Your content is helping them and they’re seeing it often enough to create a series of  touchpoints. When it comes time to purchase, they think of you.

3. Those who can help you find new customers: While this group is not as clear as the two above, we might characterise this as people out there who will indirectly introduce your products and services to those who they think could use them.

Now you can target your content to reach your current and future customers.