As a content marketer, it's common to hear that segmenting your data is important, but do you know why it matters? Segmenting your customer data allows you to pinpoint different subgroups that relate to another in one or more ways. This simple strategy can be extremely beneficial to a content marketer. The most significant reason a to consider audience segmentation is due to the fact that it hones in on a data subset, which allows you to better understand your customer. In turn, you can create customer-specific content that resonates with the right target audience.
With all the advertising and marketing clutter today, it is more imperative than ever to offer relevant and valuable content to your target consumers. By delivering worthwhile resources, customers immediately see value within the company and brand. This can result in a greater opportunity for cross-selling/up-selling, consumer retention, higher conversion rates, and more.
If you are just starting out with content marketing and have yet to determine who your audience is, here are the most common characteristics for segmenting your data.
1) Geographical/Regional (i.e. State)
2) Demographic (i.e. Income)
3) Behavioral (i.e. Product Purchased)
Keep in mind your audience segmentation is going to be specific to your company - learn more about audience building. For example, as a loan lender, you may choose to segment your data by income. The greater the income a contact has, the larger loan you may be able to offer them. This would determine the specific campaigns marketed to these groups - leverage your content the right way.
If your company utilizes a marketing automation tool like Pardot, you can take advantage of the native tools within the platform to create audience segmentation. These tools include:
1) Static vs. Dynamic List
2) Suppression List
4) Automation Rules
Now that you have learned how to segment like a pro, let's look at how to create an effective content and distribution strategy.