When you are communicating it is often helpful to think of your audience as being a single target. We speak of laser-focus, and drilling down your niche to find a target.

In fact with a tiny amount of research you will usually find it is not actually the case. Our audiences are made up of distinct but overlapping groups. Each group will have subtly or wildly differing interests. This is quite normal and it is our behavior and content that attracts them.

If your blog is marketed well you will primarily attract people interested in a certain theme. For example Invesp will find people who are interested in business and marketing. Those topics though are still quite wide, it will include people interested in SEO and also people interested in conversion copywriting. Those topics overlap but also have their own specific audiences too.

In addition we need to attract people other than our prospects or ideal reader. We want links from other bloggers, in some cases we need advertisers, and then there are our peers for networking.

So I said it is useful to think of our audience as one and now I am saying it is more complicated. How does this help?

Well first of all it is worth keeping in mind when creating your Flagship Content. You have to first decide if you are targeting a sub-group or if your whole audience will find it valuable. Then you need to answer the following questions:

• What is this content for?
• Who does it need to attract?
• What is the outcome you would like to see?
• Who is most likely to perform the action we want?

Each sub audience will have their own specific interests, needs and approach to finding your content.

While there will always be a primary reader or prospect that we want to attract we need to be aware of the other members of our audience that we could be overlooking.