The Key to Successful Content Marketing Strategies: Telling the Right Stories with Target Audience Segmentation and Targeted Personas. A connection that helps them make informed decisions. But, your content is not working toward a specific goal. Targeted storytelling raises awareness and focuses on people that are more likely to make a decision. Here’s a few ways target audiences inform your strategy: They help raise awareness to the right people Targeted storytelling helps your audience understand what your brand and service do. Based on a specific set of problems they’re facing, you can target decision making. People searching for solutions can see immediate value when content targets a need. This creates a pro-active content marketing strategy. AVOID: Generic or assumed statements of what makes your buyers make decisions. BE SURE TO: Define at least 1 “negative” persona, or those who aren’t your buyer.
Your ideal customer should be able to make a connection with your company or products. A connection that helps them make informed decisions. Content should be tailored to why they came searching in the first place.
Any stellar content marketing strategy has a steady flow of quality content—content that tells a story to a particular audience. The goal of segmentation is to define who and why that person should care about listening to you.
The smaller the segment you’re speaking to, the more targeted your content is likely to be. The more targeted your storytelling the higher chances of converting that reader into a buyer.
Below are 4 key areas to think about when defining your target audience and creating content segments:
Resonate with the desired outcome: intention to buy.
Focus content efforts on storytelling
Creating a content strategy without a clear understanding of who you’re actually speaking to can cause you to spin your wheels. You’re producing informative content and you’re taking action. But, your content is not working toward a specific goal.
Conversion of readers to buyers doesn’t happen by accident. It happens by developing a targeted content strategy that tells a cohesive story. Your efforts should aim to reach customers you want to have listening.
Without a strategic goal, you could spend large amounts of time and money with no strong results. Targeted storytelling raises awareness and focuses on people that are more likely to make a decision.
Here’s a few ways target audiences inform your strategy:
They help raise awareness to the right people
Targeted storytelling helps your audience understand what your brand and service do. Based on a specific set of problems they’re facing, you can target decision making.
Messaging should focus on a job-to-be-done rather than generic messaging without a focal point.
Content promotes brand discovery (by extension, revenue opportunities)
Getting content in front of someone who has never heard of you is an effective, non-invasive way to introduce yourself. Draw attention to specific problems you’re solving. People searching for solutions see immediate value from their first interaction.
Content fosters qualified sales leads
Draw attention to specific problems you’re solving. People searching for solutions can see immediate value when content targets a need. Target audiences don’t just help you pitch a product or service—it’s giving potential customers information that will make them reward you with their business.
Understanding your target market starts with answering, “who am I?” to customers or clients
Each segments gives you the opportunity to target them with laser-focused content that tells a story unique to them. From newsletters, ads, blog posts, and other content types, you’re able to tie your marketing efforts to a specific niche.
You resonate with specific buyers, your buyers should resonate with you. If you choose one niche or more, start by defining who is most likely to grab onto your messaging and stay interested. Begin by asking yourself these questions:
- What informs the individuals within these groups to buy or make a decision?
- What problem(s) does my company’s product, services, or…
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