3 Keys to Targeted Content That Converts
There was a time back in the earlier days of marketing when you could get away with casting a broad net in an attempt to capture the biggest audience possible. You were able to create pieces of content that hit different demographics and decision-makers based on a more surface-level understanding of their wants and needs.
That method of content creation is dead and gone. In 2019, audiences are seeking content they’re able to connect with on a deeper level that addresses their specific wants and needs. For marketers, this translates into creating content that is tailored to specific audiences and their context within the buyer’s journey. You need to identify where they are, what they want, and how you can deliver it so they will continue moving down the funnel towards a successful conversion.
As we know, a buyer’s journey generally consists of three steps: awareness, consideration, and decision. Depending on where a person is on their journey, their content needs and wants will vary greatly. A person in the awareness stage may be looking for more general information about your product or service. Someone who is at the decision stage won’t need as much detailed information and convincing about benefits.
Building a very general content strategy doesn’t work in today’s digital landscape. This is why you need to create targeted content that addresses where specific audiences are on their journey. With that in mind, we’re here to offer three important tips to consider when creating this kind of content and how it can help you achieve your ultimate goal of retaining new and existing customers.
Create Detailed Buyer Personas
We all know how important market segmentation is. This research helps us determine how to divide our customers into smaller groups based on different characteristics including age, income, personality traits, and behaviour. It’s a great primer for creating targeted content — but it’s only an appetizer.
The real meat and potatoes that will determine how successful your content will be is even more detailed. By implementing buyer personas, marketers can get down to the nitty gritty of a buyer’s specific needs and wants. This can later be translated into content that helps answer their questions and inquiries.
After you’ve done your market research and identified the biggest segments of your audience, you need to find out who they actually are as people. Using the information you’ve uncovered in finding your target audience, you now need to humanize them and understand them on an individual level that can help your business. What are their goals? What are their pain points? What brands do they like? What kind of technology do they use? You’re no longer talking to a large pool of people in a giant arena — you’re talking to a specific person in row 25, seat 12, section A.
Google Analytics, or Mintent’s SEO Platform can help evaluate all kinds of demographics of who has visited your website and engaged with your business. This will help you create more detailed buyer personas which you can in turn create relevant content for.
Personalize Content for the Buyer Journey
Now that you’ve got your buyer personas in place — you’re ready to start creating some content. This is where you need to bring in analytics to support every decision you make for the content you’re creating.
A great tool to access this information is Mintent’s Content Performance Analytics. You can actually measure engagement in real-time and determine what content and channels are driving conversions. This will help you revaluate your content strategy on a regular basis so that it’s always fresh and up-to-date. To get even more nuanced in your strategy, you can even track conversion paths to gain insight into how a customer is engaging with CTAs, where they may be dropping off, and how they ultimately arrived at the end goal.
Identifying these trends will help you create better targeted content. You will have the engagement metrics to back up what type of content is working best for your audience and at what stage. Without it, you’ll simply be making educated guesses about your content and your conversion rates will suffer as a result.
Know How to Operate Within Your Niche
If you’re a foodie and you get a recommendation to go to an amazing steakhouse that’s a 30-minute drive versus an average steakhouse that’s 15-minute walk from your house — you’re likely still going to try the amazing steakhouse. Even if the steakhouse is more expensive and harder to get to, you’re willing to put in the effort because it’s worth it.
That’s because the amazing steakhouse are known as specialists in their respective industry. They make amazing steaks and people don’t mind paying more for them. It’s the same with content. If you focus on delivering specialized content to your target audience, they’ll respect you more for it and see you as a reputable source they can keep coming back to. There’s no need to create content on topics outside of your specialization, simply give your audience the best possible content in one specific niche.
Let’s say you’re a B2B company that has an HR software you’re trying to push with your content. With so much competition out there, why would you deliver the same content everyone else is? Surely, there are more reputable brands out there that will get more engagement. It’s up to you to fill in the gaps. By catering to your buyer personas and offering specialized content, you can operate at a high level within your niche with content they won’t find anywhere else or, even better, not with your level of insight and information. If you’d like to learn more about Buyer Persona’s, then check out our webinar “Unlock Marketing ROI with Buyer Personas” with Adele Revella, who is the expert on this subject.