👉 Brand Guidelines

Our Audience

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PhilosophyVoice & ToneEditorial GuidelinesOur AudienceWord ListVisual GuidelinesWeb Elements

Our audience documentation describes our editorial audience, how they spend their day, and how our content marketing can help them.

Our mission at Content Harmony is to make life easier for content marketers.

That covers both our product focus (the tools we build) and our editorial focus (the content we publish).

With that mission in mind, let's elaborate a bit on our audience.

Who is Content Harmony's Audience?

We're using the phrase content marketers to describe anyone focused on performance-driven content publishing.

That list includes:

  • Self-described content marketers
  • SEOs
  • Marketing agency team members
  • Freelance writers
  • Affiliate marketers
  • Publishers & editorial teams
  • General digital / growth marketers

It's worth noting that our editorial audience is broader than our ideal customer profile. We explicitly want our content marketing efforts to be valuable to a number of target audiences who might not use our software, either because they're not the end-user, or they're not in a company or career stage where they need it. They're still a good fit to share Content Harmony links in their Slack channels and generally spread awareness of Content Harmony as a brand.

What does Content Harmony's audience do?

Content is a broad phrase that can cover everything from news articles to UGC.

For Content Harmony, we emphasize content marketing (or performance-driven content publishing) to refer to any content that is being published to accomplish a business goal, such as increasing pageviews, building subscribers, demonstrating thought leadership, or driving conversions, sales, and sign-ups.

Our audience probably works on projects like:

Content Strategy

  • Building their own editorial guidelines
  • Conducting keyword research and building editorial calendars
  • Matching editorial strategy to broader brand and marketing team goals

Content Creation

  • Creating audience-driven content like blog posts, articles, eBooks, whitepapers, research studies, webinars, etc.
  • Creating content briefs and managing writers and editorial teams
  • Editing and proofreading content and managing content production process

Content Promotion

  • Publishing and promoting content through owned channels - email lists, social channels, internal links, and more
  • Outbound content promotion through PR, digital outreach and link building, influencer marketer, or paid ad channels

Content Measurement & Optimization

  • Measuring ongoing KPIs and content metrics
  • Reporting to marketing and company stakeholders on how content marketing efforts are contributing to broader brand goals
  • Updating & refreshing content to re-promote and improve organic search performance
  • Continually optimizing content marketing team processes to replicate what works and iterate on under-performing content

These activities directly tie back to the topics we cover in the Subject Matter section of our Editorial Guidelines.

Where does our audience spend their time?

Our audiences spends their working day almost entirely online. They probably start their day either on Zoom calls with clients and team members, checking analytics & reports, or writing and editing drafts in Google Docs.

When they have some downtime they're likely browsing Twitter and LinkedIn and Slack groups. They probably subscribe to a few industry newsletters and have joined specific groups related to their role, eg a technical SEO Slack/Reddit channel or a freelance writer networking & support group.

Likewise - when they're trying to figure out how to do something at work, they're probably Googling for an answer, or posting an open-ended question on Twitter or Slack groups to see who else has it figured out already.

How does Content Harmony's content help our audience?

All content we publish should make our audience's life easier.

That means content that:

  • teaches content marketing processes and best practices
  • shows examples of high-performing content and content teams
  • saves time with downloadable templates and tutorials
  • supports and validates our audience within their organizations
  • inspires them to build better content programs

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