A: Companies need to make sure they understand their audience and know how to engage with them. The first step is to create personas for their current and potential customers. Customer segmentation allows companies to build detailed views of the customers, their needs and where they engage with the product or service. These personas not only help the company understand their customers, but also identify the types of content that will best resonate with different customer segments. By activating and acting on these personas, a company can successfully communicate with their audience, build trust and find new customers to keep in touch to.
If the content is intimately aligned to the business strategy, then targeting the right user and creating the right content should be simple. Sticking to a strategy makes it easier to assemble those things down the line and pick the right pieces to personalise.
Also, if the content is organised, it’s easier for companies to find the right content when they need to quickly piece together a personalised experience. And if the systems are set up to test all the appropriate channels where the audience will be, whether it's mobile, social, web or even print, the marketing team is in a better position to account for the user's personal touchpoint and deliver what the user wants to engage with.