Audience-Specific Content:
Instead of focusing on what you do, focus on who you benefit. The more personalized the experience for visitors, the higher the engagement. This can be achieved by delivering the right content to the right visitor at the right time in their journey.
Audience-specific content pathways are tailored content journeys created for specific profiles, addressing their unique needs, motivators, and goals through a series of landing pages and content tunnels.
According to a study by HubSpot, marketers who prioritize audience-specific content can potentially see an increase in website traffic of up to 2.5 times.*To achieve this, you can follow these steps:
- Define audience profiles: The first step is to clearly determine the specific target audience's goals, motivations, and pain points through a proper Customer Journey Workshop.
- Incorporate audience terminology to existing content: To begin, you may start with existing landing pages, but modify to more specifically address your target audience. Research and utilize terms familiar to your target audience. Create content that speaks directly to visitors instead of your own internal terminology.
- Create custom audience landers and content paths: Define the minimal content needs for each audience and incorporate it into specific pages generated for them. Determine the most significant motivators and pain points for different audiences and incorporate them into calls-to-action, headers, and body content.