Why understanding your Audience is the best tool at a Writer's disposal.

It's not magic (sadly)—it's all about knowing your audience. Increasingly, audience data is the secret superpower for creating engaging written content.
Ian Wallace
Account Director

Why understanding your Audience is the best tool at a Writer's disposal.

Ever wonder why some content just clicks with readers while other blogs, social post or newsletter can fall a little flat? It's not magic(sadly)—it's all about knowing your audience. Increasingly, audience data is the secret superpower for creating engaging written content.

Get to Know Your Readers

Above all, audience data helps you understand who your readers are. Are they teens obsessed with TikTok trends, or time-poor professionals looking for the latest industry insights? Knowing this helps to tailor tone, style, and even the topics covered. An insightful thought leadership piece commissioned to appear in a commercial outlet that reads like a TikTok voice over would leave readers confused. Equally, social media campaigns which are copy-heavy, image light and require time to digest just result in rapid swiping to the next, more engaging post, hopefully not from a competitor. Audience data saves you from these mismatches.

Speak Their Language

Once you know who your audience is, you can start speaking their language. Literally. Audience data can tell you the kind of language your readers use and prefer. Do they like casual, friendly tones or more formal, academic writing? This insight ensures your content resonates on a personal level. It's like having a conversation with a friend versus giving a lecture, taking out the guesswork on which one people prefer.

Hit the Right Topics

Ever brainstormed for hours and still felt unsure if your topic will hit the mark? Audience data can help with that too. By analysing what your readers are searching for, clicking on, and sharing, you get a clear picture of their interests and pain-points. This means you can cover topics that are not just interesting but also relevant and helpful.

Boost Engagement with Personalisation

Audience data doesn't just help with the big picture stuff; it’s key for the finer details too. For example, knowing your audience's favourite content formats—blogs, videos, infographics—lets you tailor your content delivery. Maybe they love quick and digestible lists, or perhaps they prefer in-depth guides. This level of content personalisation can significantly boost engagement. It’s like giving a gift that’s perfectly tailored to someone’s taste, a sure-fire win.

Measure and Adapt

The best part about using audience data? It's not a one-time deal. You can continually measure your content's performance and adapt it accordingly on an ongoing basis. Audience preferences can and do shift, and staying on top of these changes ensures your content remains fresh and engaging. It’s a constant feedback loop that can be used to keep you on your toes and ahead of the curve with customers both old and new.

Wrap Up

Audience data really is the writer’s  your best friend in the world of content creation. It helps you understand your readers, speak their language, choose the right topics, personalise content, and stay adaptable. Next time you sit down to write, make sure you have your audience data handy – it’s a gamechanger. Equally, if you are looking for help in crafting your next campaign, Nobull can help. Whether a social media campaign, an SEO-focussed content hub, or a white paper, our team has the enthusiasm, the know-how and importantly, the data, to make sure your project flies. Why not get in touch to find out more?

Ian Wallace
Account Director
Specialist in B2B and B2C Marketing, PR and corporate communications. A lifelong petrolhead, dog owner, bookworm and podcast addict.