If you’re crafting content, anything from a tweet to a YouTube video to a blog post to a full-blown downloadable, gated report, you’ll be far more effective creating it, titling it, positioning its contents, and marketing it if you know:
- The distribution of your audience’s “beginners,” and “experts”
- Who follows whom for what
- Who shares what and why
- How to appeal to the amplifiers while serving the audience(s) you need to engage and convert
There’s no silver bullet here (and no secret, either). Just interviews, surveys, tools, study, experimentation, and iteration. Thankfully, the juice is worth the squeeze. More great stuff from Rand Fishkin.