“Know your customer better” is a topic often made to sound like rocket science. Several billion words have been written online about how to specify your real customer. All these words are not wrong, because customer knowledge is very, very important to content marketing solopreneurs. Where a lot of advice goes awry is that the way you are asked to “know your customer” comes from the old days of “offline marketing” – and so entrepreneurs are not often told that the online customer has been to evaluated a little differently.
There’s also a lot of talk online about niches … especially “finding your niche” and targeting your “niche customer”. This again is good advice, generally speaking, but so many entrepreneurs spend so much time agonizing over “their niches” or spend wildly on “niche finding tools” that they fail to see something uniquely valuable right in front of their eyes! They fail to see that nine times out of ten their Content Marketing Audiences behave exactly as they do! We are all online customers in a way, and we all have certain ways of behavior that are common to us. Many of us marketers are in businesses that are built around problems we have faced and have solved for ourselves – and we hope to share our insights and learnings with others gainfully. So why not look at our own buying behaviors to see what our target audiences may do similar to us?