FoM18: 5 things you need to know
Content marketing has been one of the greatest boons to many a B2B marketer over the past few years, as the discipline is becoming increasingly defined. The ability to blog and develop owned editorial content is proving to be a great workaround for many brands who want to reach out directly to their customers but do not possess the requisite budgets to purchase media space.
That said, content (in the form of blogs and content microsites) is still being predominantly written from a one-size fits all perspective. While a lot of effort has obviously gone into researching the audiences and buyer personas, we have to be cognizant that not all your customers have the same behavioral patterns or even exhibit the same needs.
Content marketers need to start thinking as though they are running email campaigns – as in, how many segments are you talking to and how can you customize the content for each of those segments? In essence, content marketers should start thinking about using marketing segmentation to better enhance the outcomes of content marketing, which is, essentially, all about generating leads. The more personal the message is to the customer, the better.
Content marketers always talk about creating great content, but by adding that extra layer of targeted relevance for customers, you can make the content work even harder.
Benefits of marketing segmentation include better experiences
Having more personalized (as compared to generic) landing pages on your website that cater to your readers’ specific interests will ensure an increased level of engagement with your content, too. Another option is have readers state their content preferences on your site so they are served up the most relevant topics for their reading pleasure.
You can also extend the approach into content subscriptions, creating various newsletters (instead of one) based on the topics that you cover and get your readers to subscribe to the ones that are most relevant to them. Marketing Land does this, creating multiple topical newsletters on specific subjects that span the entire marketing discipline that allows subscribers to choose which ones they are most interested in.
Your website content strategy will need adjusting
However, this model then requires a whole new approach to site-building as well. Serving up content via simple content management system platforms such as WordPress may not allow you to leverage the functionalities described above.
So you may need to invest in a more advanced CMS and work with Web developers to incorporate such functionalities. You might also want to rope in and integrate the customer data from your CMS and marketing automation solution so that you truly have a holistic view of your customer marketing segmentation. From there, you can determine how to structure the site for the various audiences.
All told, like all other digital marketing disciplines, segmenting your audiences and showing them more targeted and relevant content will ultimately help them connect with your brand, which translates into improved lead generation, increased conversion rates and overall better business outcomes.