A smart content strategist understands that strong content isn’t intended to appeal to everyone. In fact, when content is too general it becomes vague, which weakens its impact and makes it hard to stand out to your audience. For content to be strong, it must also be specific, which means it must be written to a clearly defined audience.

Ask yourself: what is my business’s target demographic? Standard demographic markers include age, gender, education level, family or marriage status and career industry. You can also narrow your audience down by shared experiences or interests. Since audiences tend to include multiple types of people, you’ll want to come up with three to five distinct demographic “identities” that fit into your larger audience population.

A great example of a business with a well-defined blog audience comprising multiple target identities is the e-commerce bidet retailer Tushy.