Audience Segmentation

(to stop our content marketing being )

@kirsty_hulse

Content Marketing is kind of a big deal

Over 85% of brands are doing it

@kirsty_hulse

2015 B2C Content Marketing Trends

And we spend 25% of our budgets on it

70% of brands have created more content this year than they did last year

And this is set to increase

@kirsty_hulse

“Content is king and the corporate website is dead”

@kirsty_hulse

Meanwhile...

69% of Britons are closing down accounts and subscriptions

@kirsty_hulse

Only 21% understand if content marketing has any value

@kirsty_hulse

84% say that “brand awareness” is their top goal

Less than half of those doing it, believe they’re any good at it

@kirsty_hulse

And as a result we’re just creating a whole lot of...

Why?

@kirsty_hulse

Low barrier to entry

@kirsty_hulse

It builds trust

@kirsty_hulse

It’s what search engines say we should do

@kirsty_hulse

“It’s the case that if you do enough excellent, interesting, useful, funny, compelling stuff [...] your links take care of themselves.” Matt Cutts, June 2014

@kirsty_hulse

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

@kirsty_hulse

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”

Planning and Data

Context Audience Understanding

@kirsty_hulse

Low barrier to entry

@kirsty_hulse

It builds trust

@kirsty_hulse

It’s what search engines say we should do

@kirsty_hulse

Clearly Defining Audiences

@kirsty_hulse

Who InfluencersWhat Where

Audience demographicsage, location,

gender

Who are our audience

influenced by?

Content types, themes,

interests, trends

Platforms

@kirsty_hulse

Who?

GA demographic & interest reports

@kirsty_hulse

@kirsty_hulse

What?

@kirsty_hulse

What are your customers doing on social?

@kirsty_hulse

@kirsty_hulse

People don’t search with keywords

Different people search with intent

@kirsty_hulse

http://labs.linkdex.com/term-tagger/

@kirsty_hulse

Where?

Influencers

Create audience segments

● Demographic

● Interest types

● Platforms

● Key segment influencers

Thank you!