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