What is Content Segmentation and How to Maximize It

Andrew Wetzler - April 21, 2022

While your target audience may have some things in common, they aren’t a homogenous group. They may come from different backgrounds, represent different age demographics, and have various pain points. Ultimately, if you try to create a broad messaging strategy, you won’t be connecting with your audience in a meaningful way, especially when personalization is the new standard in marketing. The key to more targeted and successful marketing is content segmentation.

What is Content Segmentation?

In the simplest of terms, content segmentation involves taking a larger group and breaking it down into smaller, more specific groups. Understanding the needs and wants of smaller groups will help you create targeted content and more personalized messaging for different audiences. While this might seem like adding more work to your plate, the return on investment is well worth any extra effort. It is better to spend your time pursuing a strategy that will work rather than continuing to invest in a broad approach that yields minimal results.

Benefits of Content Segmentation

Creates easy to manage groups

Again, creating specific groups may seem like you are increasing your workload, but it will actually make it easier to organize and manage your content. You will be able to strategize and focus your efforts with a new level of clarity.

Allows for more personalization

When it comes to marketing in today’s digital world, the name of the game is personalization. In fact, personalization has become so pervasive that customers expect it. With content segmentation, you can deliver relatable content that the target audience will want to consume and share.

Helps the audience feel connected to the brand

Ultimately, you want to be able to build a recognizable brand that consumers feel good about patronizing. This means that they need to be connected to the overall message. Personalized and targeted messaging, which is made possible through content segmentation, plays an important role in molding and sharing your brand message.

Tips for Implementing Content Segmentation

  1. Do your research. Creating audience groups first requires that you understand the different types of people who comprise your audience. Gather as much data as you can on who purchases your products or services
  2. Run tests. After you have designated different groups and designed and implemented different content strategies, it is time to study the results. Even if your content performed better than expected, you may be able to make improvements, so don’t be afraid to test out different ideas and continue to tinker with the formula. After all, consumer behavior and the marketplace are both dynamic entities, so you will need to stay vigilant about content strategies to keep up with changes.

Diving into data in order to create better content segmentation may feel a bit overwhelming at first. The good news is that there is plenty of data available and you can take things a little at a time. Even small steps towards segmentation and personalization will yield results.

If you’d like to discuss further, please let us know.

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