Audience needs - and why you need to know them

What does your audience want? Not only do we need to understand what they want before we start creating content for them, we need to look at the different types of audience need as well.

We need to ensure that our content is providing value, entertainment, and answers to their questions. Creating content that speaks to the needs of your audience is essential for any successful brand.

The best way to do this is by looking at what type of audience needs you are aiming to address. Here are the key types you should consider:

Best Practice Content

Best Practices content helps you provide valuable insight and expertise to your customers, enabling them to stay ahead of trends in their own industries, for example.

By regularly sharing these topics, your brand becomes a trusted source of useful information and can prove thought leadership in the space. Crafting Best Practices content provides tangible value that can help you build customer loyalty, spur growth, and boost your bottom line.

An example of a best practice content piece could be an article or blog post on the latest industry trends for virtual events for example or an in-depth guide to AI content, given ChatGPT has really flourished in these last few months.

Enjoyment Content

Content that is enjoyable and entertaining, such as branded memes, funny videos, or even an infographic can help you build relationships with your audience by providing light-hearted moments they can engage with.

An example could be a funny meme about how event planners are always busy, like the one below.

It's meant to be enjoyable and it's meant to show there is a personality behind the brand, not just corporate comms all the time!

event planner meme

Information Content

Information content is designed to help customers understand and validate their needs, as well as raise general awareness about potential solutions.

For example, creating a guide for people new to the events industry which covers all the basics from roles & responsibilities to event tech can provide useful information for those working in the sector or looking to get into it.

Answer Content

Answers content is the most direct type of content, designed to provide customers with quick responses to specific queries they may have.

It can be in the form of a Q&A on an FAQ page or responding directly to comments/questions on Twitter etc.

You may also provide a blog on how to network effectively such as this one over on Grip.Events! Or if you're a supplier, it could be a document such as "Questions to ask in your RFP when choosing a matchmaking app." Just think how helpful that would be to a prospective organizer or event planner!

By providing answers quickly and accurately, your brand can demonstrate the value it brings to customers, helping to build long-term relationships.

Help Content

Help content is designed to provide customers with detailed instructions on how to use products and services.

For example, a guide on how to set up a virtual event using ChatGPT could help customers get the most out of a platform (if that indeed exists - I'm not sure ChatGPT is there yet...). This type of content can be hugely beneficial as it gives customers confidence when they are using your product but also prospects as it shows your true colours and answers many questions they may have before you start working together.

Ultimately, when creating content you need to look at your audience needs and determine what type of content will best serve them. We want there to be a balance between all types of content; informative, helpful, entertaining - so that whatever your customers