Category: Content Strategy
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Why You Are Never Your Target Audience
When considering who is our target audience, our first consideration is usually demographics: Male or female? Living where? Household income? Age? Kids? Pets? When we see ourselves in the answers to those questions, it can be tempting to think we are the target. Especially when it’s simple to add affinity to the mix — I’m…
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What is Content?
I have been frustrated recently with the tendency to refer to content types as “content.” Images, videos, text, PDFs, Flash files — these aren’t content; they’re content delivery mechanisms. Content is an idea made consumable. Ideas evolve into creations which are then delivered via a variety of asset types. These assets are not what’s important;…