As a content strategist, I like to ask my clients a lot of questions, starting with, “Who’s your target audience?”

But do you know what answer I always dread hearing? “Everyone”

While it’s nice to believe that everyone would be interested in purchasing your product or service, this definition (or lack thereof) creates way more work for you and also does a disservice to your actual target market. This is where segmentation, targeting, and positioning come into play.