As a marketer, I am always thinking about content. We know that’s important because content is reaching people in many different ways nowadays and it resides on platforms, devices, servers, digital and social channels to name just a few. However, as good as content can be, it will never be very effective if content is not designed for a specific audience.

Let’s take this even one step further. Every piece of content should be designed to elicit a response from your audience / personas. Think about whom these people are and clearly define their personal and professional attributes. You also want to identify their ”motivators” for buying your product or service. These are key.

Depending on who your audience is will help you determine what type of content you create and how it is distributed to reach them most effectively.

Probably the simplest way to look at your audience is to think about what generation they are. Here are the main living generations in America. The most influential used to be the Boomers because of their buying power. However, Millennials are making a strong run at the next high-power generation. If you are not paying attention to them, you should.

  • Silent: 1927-1945
  • Baby Boomers: 1946-1964
  • Generation X: 1965-1980
  • Generation Y / Millennial: 1981- 2000
  • Generation Z: Born after 2000

Related topics: is designed to look at digital with an eye into the future using a creative, innovative marketing perspective. We’re a consultative and tactical resource for companies looking to leverage the power of digital, social and content marketing strategies.

Scott MacFarland



Twitter: @scmacfarland

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