Why you should be segmenting data and content
In a world where people are constantly inundated with messages, ensuring yours resonates is essential to cut through the clutter.
Data analytics is critical to this premise. Who is your audience and target market? What do they want? When? On what platform? Where do they consume it? Why?
Your content marketing ROI evaluation and metrics are integral to this, however it doesn’t stop there.
When you collect new subscribers or customers, gain as much insight as possible. Encourage them to self-select their informational desires – explain that you don’t want to serve them irrelevant information. If your business is B2B, discover what industry, role and market they work in. If it’s B2C, discover their interests that relate to your brand offerings.
Also analyse your active market and audience. Use Google Analytics, social media analytics and email reports to determine what content they are consuming and what content is stagnant and even if there is content that is driving them away.
Understand what products are they purchasing? Spend some time getting to know them through qualitative and quantitative research. Build and segment audience profiles.
You can then deliver highly targeted messages based on those audience profiles, ensuring your communications to them are valued. You can’t create content for everyone all at once.
Website content should be segmented so that visitors are surrounded by content that is relevant to them. Different email campaigns should be sent to specific segments, each with words, images and videos tailored to those audience profiles.
Likewise when posting on social media. While tools such as Hootsuite allow you to send the same message to multiple platforms, often that message might not be relevant. Your followers on Facebook are usually interested in a different type of content than those on Linkedin or Twitter.
Broad brush strokes will struggle to cut through; content should be delivered with pinpoint accuracy to ensure it resonates.