The High Stakes of Getting Audience Insights Wrong

Have you ever launched a content campaign only to see it fall flat? It’s a frustrating experience, isn’t it? Without accurate audience insights, your content is like a shot in the dark. You risk alienating your audience, wasting resources, and ultimately, missing out on valuable business opportunities. We’ve seen companies spend thousands on beautifully crafted content that simply doesn’t resonate because it doesn’t address the real questions their buyers have.

Stop Guessing, Start Knowing

Imagine the opposite scenario: a content strategy that hits the mark at every stage of the buyer journey. Your prospects feel understood and supported, leading to higher engagement and conversion rates. For instance, when we worked with an IT organisation, our data-driven approach to understanding their audience’s needs resulted in content that significantly shortened the sales cycle and boosted customer satisfaction.

Gather Valuable Information Directly From Your Audience

Here’s where the magic happens. To truly understand your audience, you need to go beyond surface-level data. Professional interviewers trained by behavioural psychologists can uncover deep insights into buyer behaviour and motivations. They know the right questions to ask and how to interpret the answers to build a comprehensive picture of your audience’s needs.

At Eloquent, our interviewers specialise in this approach, ensuring that the insights we gather are accurate and actionable. For example, in our work with an accounting firm, our interviews revealed that CFOs and financial controllers had distinct priorities and pain points, which allowed us to tailor our content strategy to address these specific concerns effectively.

Mapping the Buyer Journey with Precision

To map the buyer journey accurately, you need to identify the questions and concerns of everyone involved in the buying decision. This often includes multiple stakeholders, each with unique perspectives and needs. A smart content strategy recognises this complexity and develops targeted content that speaks to each stakeholder.

When we partnered with a consulting practice, we mapped out the buyer journey by interviewing key decision-makers and influencers within their target accounts. This detailed mapping enabled us to create a content strategy that addressed the specific questions at each stage of the journey, from initial problem identification to final consensus creation.

The Pitfalls of Going It Alone

Often we can be “too close” to our own solution to properly look at our customer journey objectively. Attempting to gather audience insights without expert help can lead to incomplete or biased data. Internal teams might miss critical nuances or fail to ask the right questions, resulting in a skewed understanding of your audience. This is why partnering with a third party like us, with specialised skills and methodologies, is crucial.

What Success Looks Like

When you get audience insights right, the impact is profound. Your content becomes a powerful tool for guiding buyers through their journey, addressing their needs at each stage. You build trust and credibility, making it easier for prospects to choose your solution over competitors.

For example, in our collaboration with an industry association, we used detailed audience insights to create a series of targeted webinars and articles. These resources addressed specific questions from various stakeholders, leading to higher engagement rates and increased membership renewals.

We can help

Stop guessing what your audience needs and start using deep insights to map the buyer journey accurately. With professional interviewers trained by behavioural psychologists, you can uncover the real questions and concerns of your buyers, creating a content strategy that truly resonates. Ready to transform your content approach? Explore our audience interview services and let’s start mapping your buyer journey with precision.