Are You Directing Content Toward Specific Audiences or End-Users?
A basic tenant of writing is to write for specific audiences. The same rule applies to content development and sharing that you do for advancing the goals of your graduate program or programs. Given all the content sources that are available to you as a graduate program leader or team member, it’s tempting to create content without thinking about who the end-user will be. I’ve done it and I’ve seen others do it. The results are almost always disappointing, so I don’t suggest that approach. I suggest you start by selecting a target audience or end-user group that will benefit from exposure to the content I want to share. Then I develop it for them and share it with them.
Audience or End-User Focus
A major issue with content management is audience or end-user selection because there are so many audiences from which you can select. This means that most times your drawn to prepare content for a general audience, or an audience you find convenient, or an audience about which you know very little. Many times, you overlook end-user groups that could benefit when you follow this approach. A good practice is for you to start with a list of potential audiences and end-users from which to select. Then you select one or more audiences from your list to focus on and will benefit from the content you prepare and share with them.
Potential Audience or End-Users
Putting a comprehensive list of potential audience or end-user groups is challenging, but once done you can easily update when you identify additional groups or other groups become no longer relevant. Here is a list of generic audience or end-user groups to help you get started.
- Website visitors,
- Non opted-in leads,
- Opted-in leads,
- Information requestors,
- Accepted applicants,
- Enrolled students,
- Significant others of enrolled students,
- Employers of applicants,
- Employers of accepted applicants,
- Employers of enrolled students,
- Faculty members teaching in the program,
- Faculty members teaching in other graduate programs offered,
- Employed students,
- Unemployed students,
- Students wanting to change jobs,
- Students wanting to change careers,
- Students with significant work experience,
- Students without significant work experience,
- B-School administration,
- Campus administration,
- Program team members,
- Other graduate program leaders,
- Other graduate program team members,
- Local press reporters and writers,
- Campus media relations,
- Social media followers,
- Members of the local news media,
- Campus media relations office,
- Program graduates,
- Undergraduate graduates.
While this is a starting point, you will need to associate each of the audiences with specific graduate programs and remember you can always associate multiple generic audiences with multiple programs or just a single program that you can direct your content.
A good rule of thumb for any audience is to never create a list or group for that audience unless you know what you will do with the members of the list, either individually or collectively. You should have a compelling reason for adding the group to a program or a program to a group.
Program Specific Association
Specific program association is where the heavy lifting starts. For example, you could associate website visitors with a specific program such as part-time MBA website visitors. Once you select a program, see if you can deliver content directly to individual group members. In this example, it is doubtful you can deliver content specifically to individual website visitors. You will do this via changes to the website’s content. Classifying each subgroup as to direct or indirect content delivery is important because it helps with content creation that you can direct toward end-users or audiences with precision, ease and purpose.
Following the recommendations in this article moves you one step closer to having your own content management program. Next, I’ll discuss with you how to match sources of content with specific audiences or end-users.
Content written by Rodney G. Alsup and published by the MBA News Digest Academy on December 11, 2020.