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 developed 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 audience and buyer persona, we have to be cognizant that not all your customers have the same behavioural patterns, or even exhibit the same needs. Content marketers need to start thinking as though they were running an email campaign – how many segments are you talking to and how can you customise the content for each of those segments? In essence, start thinking about using segmentation to better enhance the outcomes of content marketing – which are 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 on that extra layer of targeted relevance to your customer, you can make the content work even harder.
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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.
However, this model then requires a whole new approach to site-building as well. Serving up content via a basic blog template like WordPress may not allow you to leverage the functionalities described above, and you may need to then invest in developing a more advanced content site and work with your web developer to incorporate these functionalities. You might also want to rope in and integrate the customer data from your CMS and marketing automation platform so that you truly have a holistic view of your customer segments and from there determine how you want to structure your site for the various audiences.
In summary, like all other digital marketing disciplines, showing your audience segments more targeted and relevant content will ultimately help them better connect with your brand, which in the long run translates into improved lead generation and conversion rates – better business outcomes overall.