Audience

Who we’re talking to and what they need.

Our audiences

Define who you’re speaking to. Understanding your audiences helps create content that resonates with their specific needs and contexts.

Add audience profiles below. Most brands have 2–3 distinct audiences. For each, describe who they are, what they need, and how you help them.

[Primary audience name]

Your most important audience—the people you serve most directly.

Who they are

  • [Demographic detail]
  • [Role or job title]
  • [Experience level]
  • [Other defining trait]

What they need

  • [Primary goal]
  • [Key pain point]
  • [Common question]
  • [Problem to solve]

How we help

  • [Solution we offer]
  • [Value we provide]
  • [What makes us different]
  • [Why they trust us]

[Secondary audience name]

People you also serve but who aren’t your main focus.

Who they are

  • [Demographic detail]
  • [Relationship to primary]
  • [Context of interaction]

What they need

  • [Different goal]
  • [Different pain point]
  • [Different question]

How we help

  • [Tailored solution]
  • [Specific value]
  • [Unique approach]

Audience needs by context

The same person has different needs depending on where they encounter you. Define how to adapt your content for different stages of the journey.

Add contexts relevant to your brand. Common ones include: first-time visitors, returning users, frustrated users, and advocates.

[Context type]

Describe this audience state and what they need from you in this moment.

  • [What they need]
  • [What they need]
  • [What they need]

[Context type]

Describe this audience state and what they need from you in this moment.

  • [What they need]
  • [What they need]
  • [What they need]

[Context type]

Describe this audience state and what they need from you in this moment.

  • [What they need]
  • [What they need]
  • [What they need]

[Context type]

Describe this audience state and what they need from you in this moment.

  • [What they need]
  • [What they need]
  • [What they need]

What we know about them

Summarize key audience insights that inform your content strategy. What do they value most?

They value...

List 3–5 key values. Format as "[Value] over [opposite]" to make priorities clear.

[Value]

Over [opposite]

[Value]

Over [opposite]

[Value]

Over [opposite]

[Value]

Over [opposite]

Content dos and don’ts

Based on your audience insights, define specific content guidelines. What should you always do? What should you avoid?

Do

List 5–8 content practices that resonate with your audience.

  • [Practice that works]
  • [Practice that works]
  • [Practice that works]
  • [Practice that works]
  • [Practice that works]
  • [Practice that works]

Don’t

List 5–8 practices to avoid based on what you know about your audience.

  • [Practice to avoid]
  • [Practice to avoid]
  • [Practice to avoid]
  • [Practice to avoid]
  • [Practice to avoid]
  • [Practice to avoid]