As a digital marketer, you're likely convinced you know your target audience inside and out. But how often do you do a data-based audience research? If your answer is "rarely," it's time you look deeply into cross-channel audience data, as this is the only way to make your content marketing efforts successful.

Social Media, audiences, and content marketing are all connected.

If you're like many marketers, you're associating content marketing with social media marketing. While these two terms might appear similar at first sight, they have key differences. 

Content marketing is a broader approach focused on creating meaningful content online and offline for a variety of channels, such as websites or blogs, to appeal to a particular target audience. Social media marketing is one of content distribution channels which marketers use to reach users on Facebook, Instagram, Twitter, etc. 

Building an audience online is impossible without understanding the communities on each social media platform separately and across the platforms as a whole. Social networks are a source of a huge amount of granular audience data - including audience demographics, interests, or education level - that can help steer your content marketing in the right direction. How exactly is this accomplished?

How audience analysis can help you plan a better content strategy.

Social media audience analysis allows you to understand which content topics and formats are interesting to your audience. You can use these insights to plan a long-term content strategy and organize your content-production teams more efficiently. 

Let's say you're an FMCG company whose audience is interested in cooking videos. What can you do with this information? First, you can use it to build an effective content marketing funnel.