Customizing your content according to the needs and interests of your audience is a quicker way to achieve success. In content marketing segmentation is such a strategy that can help you to achieve better results.

The Target Marketing contributor Andrew Schulkind has shared an article on using segmentation to improve content marketing.

Schulkind says, “Assuming you do have useful audience segmentation in place, here’s how you can use it to learn more about your audience.

All Content Is Not Created Equal

Begin by evaluating your content marketing efforts on their own. Identify the 20% of your content that performs best and the 20% that performs worst. (We’ll come back to those bottom-of-the-barrel content elements in a bit.)

Your evaluation can be based on key performance metrics, running the gamut from page views to revenue generated. But you should include a range of process metrics and outcomes metrics.

We define process metrics as those data points, like page views, time on page, CTRs, etc., that can provide valuable insight into your audience’s interests, but don’t measure actual business performance. Outcomes metrics are those that relate to revenue generation, lead quality, lead volume, and so on”.

How to Employ Segmentation to Improve Your Content Marketing

Target Marketing

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