The Who, What, When, Where, Why and How’s of Creating a Content Marketing Strategy

It is desirable to develop demographic and psychographic profiles of these likely consumers (the target audience).

Jarek Wasielewski, education expert at ClickMeeting, agrees,“Tailoring content to specific market segments is all about personalized marketing. In today’s world where competition over a more informed consumer base has become tighter than ever, personalized marketing is often what defines greater lead generation and customer conversion.”

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

With the rapid development of information technology, the world is increasingly connected and the gap between companies and consumers is shrinking. Meanwhile, with a

This allows for us to determine our specific target audience, and how we can reach them.

Allen Neuharth understood the need to know his audience, which is why he conducted extensive polling to gain a clear picture of unmet consumer desires (Ferrel & Hartline, 2014). Anyone who has joined a streaming movie service, like Netflix, knows that upon registration, the customer sees a variety of content to help build a profile. This profile contains algorithms transparent to the customer which predicts the content of interest to the customer and advertises it upon the next login. Accordingly, the first action in the strategy would be to follow in the founder’s footsteps and conduct extensive polling of the target market for the type of content they would like to be able to receive and customize. This would occur not only during registration of new accounts, but also be maintained by tracking the time customers spend on particular articles and what advertisement links they click, with their consent. Just as retail marketing can be specifically targeted to certain demographics, newspapers can also market different types of news to various segments of the market based upon their interests (Mensing, 2007). The goal would be for readers to have not only articles about topics which they deem relevant, but also advertisements for products they

4. How do digital marketing, social media and content marketing used together to drive consumer behaviour?

First, we will analyze the targeted customer and the proposition designed by each company to attract them. In this part, there is a description of each market target and how each company has taken advantage of each unique position in the industry.

It is important for a business to understand their target audience as this allows them to analyse the needs of their target market

If you look at numerous content marketing efforts of different competitors, you will get inspiration tips that you should utilize to plan a reliable strategy.

Build your next campaign by answering customers’ questions. Give each story a colorful backdrop with a setting, climax, and resolution.

The best way to improve sales and profits is to reach the selected target segments. That being said the marketing officers must make sure their advertisement reaches the customers who are most likely to purchase their products. Companies often develop customer profiles from feedback surveys or marketing research to gather these data records. Target customer variables or demographic factors can include age, gender, income level and education level.

Many corporations that consumers have access to today have databases that are large enough to supply information for millions of different products,

The company must decide which and how many segments it will target. Market targeting can be taken at different levels: very broadly (mass marketing), very narrowly (micro marketing) or somewhere in between (differentiated or concentrated marketing).

In general terms, marketing is all related to the places of buying and selling of goods and services to satisfy customers’ needs. Nowadays marketing is the most important issues for success of every business marketing is the activity, set of institution, and process for creating, communicating, delivering, and