Configure Audiences

CONTENT FOUNDATION

Audience configuration determines who should care about a message and what makes the content relevant to them. Brand and Product decide how the system speaks and what it may claim; Audience decides which of those claims are worth making at all.

Audience configuration. Segments shown are point-in-time examples.

Fields and their effect on generated content

Name

A recognisable and reusable audience segment. The name is selected on campaigns and stories, so it should describe a role or buying context rather than a channel or a campaign.

Description

Who belongs to the audience and the context in which they operate.

Description sets the situational framing of a draft: the systems the reader already runs, the constraints they work under, and the decisions they are able to make.

Pains

Current problems, risks, friction, and unmet needs.

Pains determine which of a product's Problems Solved are surfaced. The same product will lead with a different problem for each audience.

Goals

Outcomes the audience is trying to achieve.

Goals shape the benefit statement and the call to action. A draft aimed at an audience whose goal is governance should not close on a growth promise.

Language Notes

Preferred vocabulary, technical depth, phrases, and concepts that will sound credible.

Language Notes control terminology and depth. They are how a draft avoids sounding like it was written for a different reader — executive abstraction for an administrator, or implementation detail for an executive.

Working practice

• Define fewer audiences than you think you need, and make each one distinguishable by its pains rather than by its job title.
• Keep Language Notes concrete: list actual terms to use and terms to avoid.
• Re-check audience definitions when analytics show consistent underperformance for a segment.

Next: How Brand, Products, and Audiences work together.

Last updated 1 month ago