In marketing, reaching and connecting with your target audience is critical. While it is first important to define your target audience and buyer personas, making the effort to connect with them through content marketing makes all the difference. One way to make an impact is through personalized marketing. Oftentimes marketers are in such a big rush to create content they do not think of how it matches their audience or do not have a solid grasp of what content their audiences want to consume. This creates a disconnect between what your content is covering and what audiences want to learn more about. Personalized content, content that is tailored to the audience’s needs or characteristics, can increase the impact your marketing efforts have on customer and prospect relationships as well as help to build credibility. Incorporating personalized marketing into your B2B content strategy is a must.
So, what does it take to create more personalized content and reach target audiences? Check out these four strategies.
1. Understand the Characteristics of Your Target Audience
Target audiences and buyer personas include key demographic, firmographic, psychographic and behavioral data points. Without these characteristics, it would not have been possible to define them in the first place or describe who they are and why you want them to buy your product, service or solution. With the understanding of how important key characteristics are to the definition of target audiences, they also matter to content marketing. Knowing some of their key behaviors, values and demographics helps form a content strategy. This guides what content is created, ensuring information connects and speaks to some of those characteristics and data points. For example, writing a blog that addresses key audience pain points is a great way to create more personalized, impactful content.
2. Use Relevant Language
Have you ever read a piece of content about something in your industry and had a hard time understanding what was being conveyed? This is important to avoid. When you put out a piece of content, you want it to be easily understood by the audience it is intended for. To create personalized content that speaks to target audiences, it is best to use language that those audiences can understand. For example, if you are creating a blog about digital health, use language and terms that are commonly used in the digital health industry. This helps bridge the connection between content and audience. It is also important to avoid using overly technical terms or complicated concepts which can often leave audiences in a state of confusion.
3. Utilize Key Industry News, Trends and Insights
Trending topics and insights are valuable and can be utilized in a variety of ways. Being informed on what is happening in the industries your target audiences are a part of is crucial, and can help you create more personalized, timely content. For example, you can take a recent industry report and add your commentary. This gives your target audience a new perspective, new ideas to consider and more. Not only does the timeliness of the trend help make a connection with target audiences, but it also personalizes the connection with information that is relevant to their interests and priorities.
4. Practice Social Listening
Social listening has emerged as a popular term as digital becomes the primary way of doing things. With the multitude of information shared on a wide array of digital channels, it can be easy to get overwhelmed. But, despite the mass of information, it can all be very valuable and reveal what people are talking about, their biggest challenges, what they are looking forward to and more. Practicing social listening can help you better connect with target audiences. Take portions of what people are saying on social media, in the news and on other digital platforms and consider how you can turn that into personalized content. For example, if you are in the digital health software industry, you might be able to create an infographic talking about “The Ten Things To Look For in Digital Health This Year” by leveraging what others are saying in various channels. This gives audiences relevant, timely and impactful information.
Creating personalized content that speaks to and makes an impact on target audiences is a key component of your overall content strategy. Ready to personalize content and take your content strategy to the next level? Contact us today or request a free marketing consultation. We’ve helped many clients define their buyer personas and incorporate innovative marketing tactics to reach them.