Page 49 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com
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Another	company	offered	me	an	in-person	meeting	with	a	team	developing
      their	new	cognitive	computing	platform.	I	have	used	exclusive	insights
      from	this	discussion	in	blog	posts,	speeches,	and	college	classes.
      Joe	Pulizzi	of	the	Content	Marketing	Institute	does	a	wonderful	job	creating
      research	reports	that	are	both	useful	and	insightful.	He	releases	the	research
      early	to	a	select	group	of	bloggers	so	they	can	prepare	their	content	before
      the	general	release	of	the	information.	Even	though	the	research	is	shared
      with	a	relatively	large	mailing	list,	I	can	usually	zero	in	on	some	finding	to
      focus	on	for	a	unique	blog	post.

   There	 is	 a	 third	 aspect	 to	 this	 scarcity/exclusivity	 factor	 that	 will	 become
more	 important	 to	 content	 transmission	 in	 coming	 years—context,	 or
microsegmentation.

   Marketers	 can	 now	 identify	 subsections	 of	 consumers	 who	 fall	 within	 their
targeted	 audience	 through	 a	 combination	 of	 advanced	 algorithms,	 artificial
intelligence,	and	data	mining.	You	can	use	this	microsegmentation	to	personalize
and	focus	communication	and	marketing	campaigns,	making	them	more	relevant
to	consumers	at	their	point	of	need.

   Individuals	 have	 unique	 reasons	 for	 identifying	 and	 interacting	 with	 your
brand—their	 feelings	 about	 your	 products,	 promotions,	 and	 services	 vary	 with
their	 momentary	 interests	 and	 motivations.	 Microsegmentation	 attempts	 to
recognize	 the	 individual	 needs	 and	 drill	 down	 to	 the	 motivating	 factors	 that
enable	you	to	craft	appealing	and	relevant	messages.

   Krista	 LaRiviere,	 the	 Cofounder	 and	 CEO	 of	 gShift,	 a	 Toronto-based	 web
presence	 analytics	 company,	 leads	 a	 team	 that	 has	 developed	 a	 process	 to	 help
companies	develop	“smart”	microsegmented	content:

   	
Step	1:	Deconstruct	the	segment	conversations

      Analyze	the	over-arching	sentiment	of	this	segment.	What	do	they	love,
      hate,	embrace,	reject?
      Familiarize	yourself	with	the	iconic	brands,	products,	and	services	that	are
      associated	with	this	group.
      Discover	conversational	triggers	that	relate	to	the	benefits	of	your	brand:
      problems,	solutions,	functions,	benefits

   	
Step	2:	Examine	and	understand	the	segment’s	conversational	language
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