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Have you ever sent an email without knowing who you are sending it to? You probably usually know at least some individual things about the recipient: probably their name, and the reasons you are approaching them by email, such as their role in the company, what kind of things they work on or what they are interested in. Sending an e-mail message to anyone at random would seem strange and pointless - if you don't know who will receive the message, why would you even send it? When you know who you want to talk to and what they want to hear, you can send a message - or produce content - that really interests your target group and provides them with useful information. Without thinking about who you're producing content for, your marketing is hit-or-miss. Don't leave the definition of target groups half-way - 3 steps of segmentation The first step in defining the target group is to find out the demographic information of your customers. Age, gender, location and education level can give you a first idea of what your audience might look like. Many leave their target group work at this first stage and then wonder if the whole thing was useful. In fact, this was really only the first step, a preliminary preparation for studying the target groups. Demographic information about the target groups should be written down. You can already at this point divide your target groups into different segments - i.e. you can find out, for example, that one part of your target group is urban young adults that visit your store, but another important group are young mothers living in small towns who shop on your website. When you have a rough idea who your target group or segment is based on the demographic characteristics, next think about what kind of problems or challenges your target audience faces. What kind of challenges they try to solve in their everyday life, what goes through their minds? Also: what goals do they pursue in life? What do they appreciate, what do they dislike, what kind of conversations do they have with their friends and acquaintances? After you have described your target group a little more precisely with the help of these questions, you can move on to thinking about how you can help them achieve these goals or solve their problems. Now we are at the content topics. So here are the three steps of segmentation: Demographic factors - list as many segments as you can think of Find out the interests, values, goals, problems and challenges of each segment List by segment how you can solve their challenges and help them reach their goals Once the target group is defined and the segments are ready, you can start planning the contents. Take a look, for example, here, how to start content planning. When the target group is known, you know how to choose the right style and channels Understanding your target audience helps define the right tone and style for your content. You can conclude from the interests of your target group and the challenges they are looking to solve, whether they value, for example, a matter-of-fact and fact-focused style, or a relaxed and conversational style. Of course, this is also affected by the service you offer: insurance should probably be presented more seriously than party supplies. Defining the target group also helps you choose the right channels for publishing and sharing your content. For example, people in their thirties can be found best on Instagram these days, on the other hand, young professionals also spend time on LinkedIn for work matters. Finally, defining your target audience will help you monitor and analyze the effectiveness of your content. You can see, for example, from the visitor data of your social media channels and websites, whether you are reaching the right people. When you know who you want to reach, you can also set clear metrics and goals to evaluate the success of your content. You can track engagement, conversions and other important metrics that help you evaluate how your content resonates with your target audience. Defining the target group is therefore an essential part of content marketing. It helps you create relevant, useful and targeted content that engages your target audience. When you understand the needs and desires of your target group, you can build a strong relationship with them by producing content that they enjoy working with or from which they get important information. Are you still wondering how to get started? Send me a message and let's see together who you should start publishing content to!

The website provides an efficient way to communicate and share information with customers, community members or users around the world. However, not everyone sees and consumes online content in the same way. That is why it is important to take the web content accessibility into account, preferably already when planning the content. What does the accessibility of website content mean and why is it worth considering? In the physical world, accessibility means that you can go to different places, for example, with a wheelchair, with a rollator or with a cast on one of your legs. In the digital environment, however, accessibility means that it is easy for every user to access and utilize your content. An accessible site is easy to use regardless of the user's digital skills, limitations and challenges, or the hardware and operating environment in use. Accessibility helps especially people with special needs. Special needs are caused by, for example, visual or hearing impairment, mobility limitations, or cognitive challenges, such as difficulties in comprehension of written text or concentrating for a long time. An accessible site can be read, for example, with a screen reader used by the visually impaired. Accessible video content has subtitles or closed captioning so they can also be followed by a person who cannot hear. Accessibility on the website also means clear navigation and easily digestible text entities. Accessibility is primarily about equal opportunity to access content, consume it, be entertained by it, learn and get information. On the other hand, accessibility is also part of a good user experience for all kinds of users. Accessible design might come in handy when you are consuming content in a moving bus, in bright daylight or with a slow internet connection. Although the accessibility of online content is primarily intended to help those with special needs, taking it into account also improves the usability and findability of your site. For example, alt texts on images help search engines index the content better. Clearly structured content and easy-to-use navigations improve user engagement and comfort. How can the accessibility of the contents of your own site be improved? Here I collected some easy ways to improve the accessibility of your own content. These steps will at least get you started: Alt texts in images Add a description of what is in the picture as alt text. In this way, the user with a screen reading software gets a description of what others see on the screen as an image. The text also shows, instead of the image, if the user's internet connection is slow. Clear and structured content Use headings, subheadings and paragraph divisions to make the content easier to read and understand. This especially helps people who find it difficult to understand or concentrate on reading long texts. It also facilitates a quick glance at the content. Easy-to-use navigation A clear and easy-to-understand website structure helps all website users find what they are looking for. Clear navigation makes your site easier and more enjoyable to use. Use of colors Make sure that your site has sufficient color contrast, i.e. the colors stand out clearly from each other. This makes reading the text easy even for visually impaired users. Clear, distinct colors also help the use of your site in different lighting conditions and on screens that reproduce colors in different ways. Embedded multimedia If your site has videos or audio files, offer subtitles, closed captioning and enable volume adjustment. Forms and interactive elements Check that all forms and interactive elements are easily accessible with a keyboard and that they are also easy to use with screen readers. Test accessibility You can also take advantage of accessibility tests and tools to ensure that your site meets accessibility standards and guidelines. With these easy steps, you can make your site's content more accessible in one fell swoop. When you make your site's content accessible to more user groups, you expand your own target audience enormously i.e. you get a large number of new potential website visitors and thus paying customers. Taking into account the needs of all users is important so that we can create a truly inclusive and accessible online environment.