Attracting your target audience to read the content you provide should be fairly easy for any company. Your target audience needs the content you provide to be successful in their every day jobs. But how do you go about making your content interesting enough for people who aren’t in your target audience?
I know that I am NOT a member of ESPN’s target audience. I like sports but don’t spend hours every day trolling their site looking for stats, scores and player bios. But like any good content creator, ESPN knows that it can be important to attract people outside of your target audience too . Which is how ESPN just got me to spend 30 minutes on their site reading the 2010 College Football Uniform Watch. This piece of content appealed to my girlie side, a side which I’m sure ESPN doesn’t often target.
The article describes all of the uniform changes in college football happening this season. Some of my favorites according to blogger Paul Lukas include:
1. West Virginia will be wearing a “29″ helmet decal in memory of the 29 coal miners who died in the Upper Big Branch mine disaster earlier this year.
2. Baylor, which already had a crazy quilt of mix-and-match designs, has now added green pants to the mix.
3. Hosiery high jinks at Tennessee, where the Vols have changed their sock color from white to black.
Even though the majority of your content creation should be directed toward your target audience, it never hurts to create one great piece of content that attracts your non-target audience.
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Uni Watch sometimes guest-posts on Page 2 with a baseball-related post, and I find myself reading (most of) the whole thing. It is a bit too nitpicky for me (like, talking about sleeve piping and such) but the guy’s obviously got enthusiasm for what he does, and that translates through his writing, which keeps me interested.
Totally agreed Ryan. Thanks for stopping by!
Sic ‘em green pants.
Tennessee had it right the first time.. those black socks just dont go with their uniforms