In today’s business world, the success of your website lives on the brace of one word: relevance. Delivering the right content, to the right visitor, at the right time has become the obsession of many forward-thinking marketers looking to improve lead generation and increase sales:
Content personalization is one marketing solution that best addresses that opportunity, giving your website visitors exactly what they need, exactly when they need it. An engaging user experience is a personalized user experience where relevant content is the only option.
While the tools and technology to execute a hands-free personalized user experience exist, the content needed to fuel such an experience must be consciously created by you and your marketing team.
As marketers, you know your content is most successful when it is specifically tailored to your audience. But just how tailored can you make it without writing separate content for each of your website visitors? Let’s discuss how to segment in a way that still scales, so you can have the greatest impact on your audience and your content can have the most success.
Before you know the personality of your content, you must first explore the personality of your buyers. Aside from tailoring content to each industry you cater to, let’s break your audience into segments loosely based on your favorite funnel-shaped marketing term – the buyer’s journey.
1. Fun, Entertaining Content for Target Market
While they may not be in your lead funnel yet, they still hold the possibility of becoming a future prospect. Despite the fact that they have little-to-no knowledge of your brand or your product, they’re still hungry for entertaining content. Generating fun content that is related to your industry provides the opportunity for your website to attract the casual user and subconsciously tickle their fancy with the appeal of your brand.
For example, a content marketer might write a blog post titled “The Real Winners and Losers of The Superbowl: The Commercials”, highlighting the best and worst content that some of the highest paid marketers came up with for the biggest day in TV advertising. This type of post would include videos of each commercial and appeal to marketers on a more general scale – whether they have a specific problem they are trying to solve or not. Only at the end should you include a link to one of your landing pages, giving the satisfied reader the opportunity to learn about the brand behind the entertaining voice.
2. Informative Content for the New Website Visitor
This is your highest level of prospect. Likely entering your site for the first time, this website visitor has stumbled across your brand with a batch of symptoms in hand. Like a hypochondriac visiting WebMD, it’s likely that this segment of your audience is struggling with a particular aspect of their marketing strategy, but they’re not sure how to diagnose it. To build relevant content for this audience, layout the many problems your industry faces and generate introductory-focused content assets. These blog posts, whitepapers, and other pieces of content should identify the problem and explain the solution, without mentioning your brand as the only answer.
These types of blog posts may provide insight on trending news in the industry, such as key takeaways from HubSpot’s State of Inbound marketing report. This content quenches the thirst of the visitor by providing insightful information, while also placing your brand as a thought leader in the subconscious mind of someone who is moving closer and closer to the next stage of the buyer’s journey.
3. Subtly Self-Promoting Content for the Focused Shopper
This is content for the prospects who are beginning to consider which brand to invest in. Thanks to your informative and intriguing high-level content assets, you’re now catering to an audience segment that has diagnosed their problem or area of opportunity (you can pretty much put a Dr. in front of your name now).
This type of content wears many hats, but its overall message remains the same: your product is the solution to their problem. Webinars, expert guides, and example videos provide this segment of the audience with answers that are directly related to the product/service your company offers. For example, your team can hold a webinar highlighting the importance your service in solving a major problem in your industry, without blatantly telling the viewer to give you their money (i.e. How Your Service Can Increase Lead Generation and Conversion).
4. Content to Close the Deal
This segment of the audience is ripe for conversion. They know the ins and outs of the industry, and they’re likely on your site to explore information about your product or service specifically. This content influences the decision stage of the buyer’s journey, pushing the website visitor from prospect to customer. They know what they’re looking for, and it’s time for you to reward them for the time they’ve invested in your brand. Tell them exactly what you will do for them, and how you’re going to do it.
This segment can also include past customers who are looking to expand on their partnership with your company. This is where product updates and free demos can prove further value to what you’re already offering a customer, providing yet another opportunity to increase your client revenue.
By writing these 4 types of content, your content can do much more for you. See how adding technology on top of that can triple content consumption: