Deeper segmentation key to Thought leadership success

Deeper segmentation key to Thought leadership success

Content marketing is by no means a new concept. B2B businesses and professional service firms have been publishing content for years. Today, a stunning 90% of B2B organizations use content marketing to build their brands, promote their business, and cement their credibility.

However, as more businesses are adopting content marketing, it has become increasingly difficult to break through and stand out as a unique voice in the market. While offering general content may attract some attention, it’s not likely to achieve the desired results.

Today, more specialized content, that speaks to a deeper segment of your target audience is essential to break through the clutter.  By specializing your content to your targets’ distinct needs, you’re more likely to stand out from your competition and capture attention.

Segment your way to the top

Creating great content begins with sub-segmenting your target audience.  Here’s how:

1.     Go deeper: With a bit of business planning, you should be able to identify the decision makers who buy your products. Don’t stop with that information point. For example, instead of just targeting CFOs, look deeper:

  • What industries do they work in?
  • What size company?
  • What are their common pain points?

This will help you understand the various sub segments of your target audiences.

2.     Create multiple personas: It’s rare that a company has just one type of persona that buys their product or service. Create a number of personas that match the different types of people who could be interested in your content. This will help you flesh out more information about your targets.

3.     Understand their pain points: Your segmentation strategy should be about more than just demographics. Demographic information, such as the roles of targets, industries, size of company, is just the starting point. Understanding the psychographic elements, including their pain points, can help you develop content that provides solutions. Your content will show that you can get to the heart of what they need.

Create content that speaks directly to your sub segments

Now bring it all together.  By knowing your target, what they struggle with, and how you can help them, you can create content that captures attention and gets results. Stay away from producing material that’s general and tries to appeal to a wide audience. Instead, use examples, stories and illustrations that speak directly to their needs and experiences. Creating good content marketing requires finding creative ways to speak directly to your clients.

Don’t re-invent the wheel

While deeper segmentation requires classifying your audience by factors like industry, geography, roles or the customers they serve, it doesn’t mean you have to create brand new content for each target. In effect, one content asset can be revised or customized multiple times to suit different audience groups. The content can then be posted on different sections of your website or on sites that reach these various groups.

Don’t make your potential customers sift through reams of material to find information that matters to them.  If you can serve it to them on a silver platter, you’ve taken the first step to becoming an indispensable partner in their success.

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