Why You Should Be Segmenting Data, Audiences 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 which 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 they are purchasing. Spend some time getting to know them through qualitative and quantitative research. Build and segment audience profiles and buyer personas.
Buyer personas are semi-fictional representations of your customer based on collected data and market research. This includes demographics, background, behavioural patterns, motivations, goals and challenges. The more detail the better.
Having a thorough understanding of exactly who your customer is allows you to tailor your content, messaging, product development and services to meet the specific needs, goals and concerns of your target audience. Delivering highly targeted messages to specific segments of your target audience ensures all communications are valued. You can’t create content for everyone all at once.
Producing content that is tailored to your buyer personas at each stage of the Buyer Journey ensures you get the right message to the right customer at the right time to maximise conversions and sales. Website content should be segmented so that visitors are surrounded by content that is relevant to them. Different email campaigns should be sent to segments of your audience, each with words, images and videos tailored to the specific buyer persona you’re trying to engage, and where they sit in the buyer journey. By using a combination of one-to-many marketing and one-to-one sales enablement techniques, your content should nurture leads right through the funnel.
Tailored content also applies 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 Instagram are usually interested in a different type of content than those on Linkedin.
Broad brush strokes will struggle to cut through; content should be delivered with pinpoint accuracy to ensure it resonates.
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Content Marketing Strategy Development
Establishing Content Marketing Goals
Content Metrics and ROI
– Digital Content Distribution:
– Social Media
– Content Seeding and Amplification
Print Content Considerations