Specialized content geared toward a specific demographic has become something not only possible in the Internet age, but practically a necessity. Rather than tuning into a specific section of the local newspaper that speaks to their interests, readers are looking closely into specialized websites that cater to the minutia of those interests 24/7. Their writers are not just on the beat of those topics, but they live and breathe them. These demographically conscious websites gather their like-minded readers in such a way that puts eyes on their pages and allows them to participate in the conversation. This community building is perhaps the most important consequence of targeting through websites and the benefits are such that anyone not doing this should look into it.
The shift from newspapers and magazines to blogs and other news aggregators has flowed most naturally for publications that speak directly to women. The familiar sight of numerous female-oriented magazines on the newsstand has paved the way for women’s news and information sites. For proof, you need look no further than changes in social media. Where Facebook and Twitter remain huge, newer rock stars like Pinterest are making in-roads with the population with largely female users.
One website that has a laser-focus on their target market is All Women Stalk. Slavik Kaushan, one of the founders of the website, describes the purpose of All Women Stalk as providing a “women’s website I can share with my daughter without fear that there may be something wrong.” The core audience that remains the most active in terms of both reading content and contributing content is 18-24 years old. Kaushan has noticed trends such as younger readers looking to learn from the older generation as well as older readers looking to track what is current. What may at first appear to be a restrictive form of demographic targeting can actually reach numerous markets if the target is, as in this case, composed of tastemakers.
This kind of targeting allows content to get specific and convey authority on a topic. Another benefit is that advertisers are able to better target their audience, which means they’re talking to the right people about their products and readers will find the ads to be more relevant to them rather than finding at odds with their interests. With an experience catered to an audience’s interests, content providers can develop a long-lasting relationship with their audience and grow that organically for years to come.