The worst D.J.s are those that only play records that they enjoy. "
We must be thinking about our audience anytime we create new content, put ourselves in their shoes, become them and ask ourselves some honest questions. For example, if you were a potential customer, would you read this, and would it entice you to make a purchase? The content must be rethought if the answer is not a confident YES!!
Please use this section to consider the audience and tell the content team how to best create for this type of customer.
What is the target audience? It would help if you described whether this is an academic, professional, or mixed audience. Please be as specific as you can, e.g., men and women 18-60 teaching and studying Computer science.
What is the customer search intent that this content should address?Please specify if the reader's search intent is either:
Informational
Navigational
Transactional
Commercial
Please indicate the readability levelAlthough we have a high percentage of academic and professional customers when it comes to content and the way we communicate online, we should be aiming for a readability score of around 60 or higher. With a score of 60, your document will be easy to read for most people with at least an eighth-grade education, (US) /year 9, (UK).
At what stage of the customer's life cycle is this content targeting?Awareness, Engagement / Nurturing, Evaluation / Desire, Purchase, Support, Loyalty, Advocacy.
Customer Pain PointsPlease specify if this content is intended to solve a customer problem. E.g., This page should solve the issue of how to quickly and easily purchase and access eBooks on Routledge.com Customers have been complaining that after they purchase their eBooks, it is challenging to access them as they need to download a third-party app to do so. This pain point needs to be the focus of the piece.
Beyond the primary tone of voice, how else would you like the piece to sound? When creating content, we need to consider two types of tonality. First, we have the official T&F TOV guidelines, which you can access here.
Secondly, in considering the above we need to write for the target audience. E.g., If you are writing a blog about Black History Month, then the TOV should also be sensitive, compassionate, and educational. However, if you are writing a topic page about music production, then the T&F TOV will be the main thing to follow, and you might want the piece to sound exciting, informative, inspiring, and so on. So please specify here a few phrases to summarize the secondary TOV.
