Your content is the perfect tool to segment your audiences into well-defined cohorts.
Content marketing is often linked with relationship building objectives between a brand and its consumers (B2C) or buyers (B2B).
It is indeed the best way, with a consistent approach and a well thought editorial calendar, to maintain the connection and remain top of mind using high value content and relevant assets that inform, educate or entertain.
But have you thought how powerful this same content can be to detect intention and behaviour in your audiences?
Are you creating audience cohorts (segments of your website visitors for example) based on what you can detect from the pages they visit? You can, for example, place visitors in a cohort that represents consumers that are currently at the top of the funnel, just by the type of video they watched or article they read.
The media you are buying is very useful to create audiences that you will retarget, but these initiatives will often be used for “bottom-of-the-funnel” consumers.
Your content should attract people no matter where they are in their decision or buying process. You should have content that supports every stage in the buyer journey of your audience, and this content should drive the creation of cohorts that you can nurture down the road or maybe even contact with a direct “call to action” depending on their activities with your content.
This is the type of thinking we put behind every content strategy we create with our clients.
Tools such as Segment.io (that we use at Toast) and others support this segmentation process and bring new light to the return on investment you can get from content marketing.
Brafton, a content agency located in Australia and the USA, has published a good article on the subject, shedding light on how you can use existing data, but also live data sources, to orient your segmentation objectives.
Would you like to discuss segmentation opportunities with your content? Let us know and schedule a consultation with our experts at Toast today.