Conquer with Content

With the rapid advance of Social Media, savvy online marketers are segmenting their target audiences and creating detailed profiles for each of their sub-groups.  (For example, consider a university that is trying to increase enrollment.  To achieve this goal, they will need to reach junior and senior high school students who will be enrolled in the classes.  They will also need to reach out to parents and grandparents who influence the decision.   Alumni will need to know how to make donations.  There would be more sub-groups than those I've listed.)  Most market segment profiles encompass a variety of categories; including, consumer traits, lifestyle preferences and consumer behavior patterns.  But these segmented profiles are going even further to identify very specific problems, symptoms and psychological concerns that relate to the people represented in the sub-group.

To be successful on the web, an in-depth understanding of your target audience (be it customers, patients, students, voters, subscribers, etc.) is extremely important.  I refer to this as the 2nd Commandment of advertising.  Why?  Because being successful on the web is largely about the content you write.  When someone arrives at the content on your website, blog or online press release, for example, he should be able to quickly identify himself in what he reads.  This will compel him to "stick" - continue reading the entire article and hopefully begin a dialogue with someone in your company. 

Principle:  If you don't have a thorough understanding of your target audience and the related sub-groups, it is unlikely that you will be able to write copy that will capture their attention.  

Most websites are little more than online brochures.  The content is arranged according to the company's product or services rather than by categories of problems that need to be solved. Many businesses believe that they can provide "one-size-fits-all" content and appeal to a broad spectrum of visitors.  This type of copy rarely helps anyone; therefore, people find little value in reading it.

Targeted Content

Websites should have pages written specifically for the purpose of  capturing the interest of those in the defined sub-groups.   Targeted content is helpful and informative.  When new content is added on a regular basis, you are providing a motivation for visitors to return to your site for more valuable information.  When you write online material, such as a blog or press release, you should include "deep links" to these same pages on your site instead of directing people to your home page.  "Deep linking" gives readers immediate access to the information they are seeking.   If finding what they need is a tedious exercise, potential customers are going to leave your site as quickly as they came in.  (The information on the home page needs to be more general because it serves all market segments.)  Show visitors that you understand who they are and what they're experiencing and you will likely have the opportunity to inform them how your product or service can provide the solutions they need.

ABC Widget & Media Company

We are living in a world of online marketing, where every marketing director, business owner, and CEO should see himself as a publisher in addition to the position he holds in his own specific industry.  Websites, podcasts, webcasts, online press releases, blogs and more can all be avenues to engage a visitor in an online dialogue.  Once the interaction takes place, you will have a great opportunity to have your visitor become your customer.