share

BLOG

Go for Growth – Ep.4 Content Segmentation

Video Transcript

Michael

I think what’s important about the whole kinda marketing automation piece is really having robust content, that really addresses the early stages of the buying process because I think, a lot of their time, people read online “oh, I need to do marketing automation or I need to do content marketing” and they kinda buy the software where they start just hacking out content and then the reality of the situation is that content working in isolation is not gonna produce a good result. Market automation working in isolation is not gonna return, produce or return an investment. What’s important is thinking about content segmentation. So what type of content does a consumer need to hear, need to read and consume at the beginning of their journey. What type of things are they gonna think about when they’re in that consideration set mid-way through the funnel, and what are the kinda final things that are gonna hit those nails into the coffin to convert that lead or that opportunity into a sale. And I think, that’s one of the key things that we’ve learnt, it’s kinda as we’ve been on the marketing automation journey, from an internal standpoint is that we need to have a really well defined customer journey, we’ll have a really well segmented content and we really need to think about who are the buyers and what is their job to be done and what are the core segments that we’re gonna focus on.

Rob

I think, I absolutely agree. Content is key. And I think, you gotta look at the way that content is shifting. You know, if you’ll look at it 10 years ago, if I’m in Sydney or you’re from Melbourne, the first place you went online was google, and then you’ve fired up the age, you’ve fired up city morning herald, and that’s what you consume while you’re drinking you’re latte in the morning before you go to your, you know, it’s just it might be on the bus, but that’s what you were consuming. Today’s that shift has been dramatic whether you’re consuming your news is your facebook newsfeed, or it’s your instagram newsfeed, and you know the advents of buzzfeed or you know, any of those content marketing platforms, you know, people want the listicles. They want the 14 or the 9 or the 7 or the 15, you know people want it in digestible format and reading in long format, while there is still a place for that in the world, it’s not what most people want to consume and I think, you know that content piece, is, all when you start to automate that, you gotta look at what, what are the people are consuming today. What are the trends, where are they going, and you know, for sure, they’re moving away from traditional long form print media. There’s no question! That form will be as I believe as quaint and antiquated as the notion of going to the library to access information.

No Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Why Should You Choose UGC Over Stock-Standard Content?

In the fast-paced world of digital marketing, authenticity is the currency of trust, and engagement is the ultimate goal. Amidst the noise of branded...

The Role of Pre-Production Planning in UGC Shoot Days

In the fast-paced world of digital marketing, user-generated content (UGC) has become a powerful tool for brands to connect with their audiences...

Why You Should Use Psychographics in Your Property Marketing

In the realm of real estate marketing, one size does not fit all. For property clients like real estate developers who sell housing estates,...

The Power of Persuasion: How To Boost Digital Marketing with Copywriting

Digital marketing is always evolving, and, the art of persuasion is the secret sauce that can turn a casual click into a committed customer (what...

Understanding the Latest Google & Yahoo Email Deliverability Updates

What you need to know Heads up, marketers! Google and Yahoo have just shaken things up in the email world, and your delivery rates might start to...

Mastering Multi-Channel Marketing Campaigns

Mastering Marketing Automation Multi-Channel Mediums As shocking as this sounds, the average attention span of a user in the digital landscape is...

The 6 Email Nurtures To Set You Up For Success

A quick question for you: Are you still sending one-off email campaigns with no clear intentions or progression? Do you feel that your contacts are...

How To Optimise Your Channel Mix in a Changing Property Market

It’s no secret that we’ve seen the property market soften through the back end of 2022 and into 2023. As we turn our focus to FY24, looking...

4 Simple Steps To Make Copywriting Easy

There is no doubt that Artifical Intelligence (AI) is becoming the way of the world… and at a very fast rate. Popular AI platforms such as ChatGPT...

4 Easy Ways To Build Your Instagram Sales Funnel

Let’s face it, mastering the craft of Instagram advertising can feel a little bewildering. With so many voices on this platform, it can be tricky...

newsletter

Fortnightly digital marketing tips and insights