How to Make Content for More Than One Audience

If you serve more than one audience, you do not have to choose between them or confuse everyone by mixing messages. There are three clean ways to handle it: run a separate account for each, find the overlap and speak to both at once, or focus on your most profitable audience for now. The right one depends on your resources and how similar your audiences are.

Option one: double up

The most obvious approach is to make a separate account for each audience. Big brands do this all the time, splitting into different accounts for different segments alongside a general one.

It is also an old direct-response trick from the world of email, where the same company would run several lists with different names and angles, all leading back to the same offers. The catch is resources: a separate account means separate content, so only take this route if you have the time and people to feed both properly.

Option two: find the overlap

Usually the smarter move is to find the overlap. Different audiences want different things on the surface, but if their ultimate goal is similar, there will be plenty of topics that interest both groups at once.

The key is to look past demographics to psychographics. A young social media manager at a big firm and a solo yoga instructor look nothing alike on paper, but if both want more customers from social media, they share the same frustrations and questions. Make content about those shared goals and you speak to both audiences with one post. You can even nudge each post towards the right segment with your wording, hashtags, or a small amount of ad spend.

Option three: if in doubt, focus

If you genuinely cannot run separate accounts and your audiences do not overlap much, then focus. Pick one audience and make content just for them.

Choose the audience that makes up most of your profit, and commit to serving them well rather than serving everyone badly. You can still sprinkle in the occasional post for the other group, but your main effort goes to the profitable core. Then, once that is working and you have more resources, expand with a second account. Trying to be everything to everyone from day one is the one option that reliably fails.

Work with us

Working out which of these routes fits your brand, and creating content that lands with the right audience, is exactly the kind of thing our team of comedy writers helps with.

If you are juggling more than one audience and want it to feel effortless, work with us.