Introduction
If you are working with content, then you know that organization and management are key to success. One way to help with this is to use a content segmentation grid. A grid can help you to identify gaps in your content, identify high-performing content and make sure that all of your content is aligned with your business goals.
If you haven’t heard of market segmentation, it is time to. In this article, we will discuss what market segmentation is, how content segmentation grids can be used to help with the overall organization and management of content, and how to introduce segmentation in your content strategy.
What Is Market Segmentation?
At its core, market segmentation is the process of dividing a market into homogeneous groups of consumers. This is done in order to better understand and target these groups with marketing efforts. There are many different ways to segment a market, but the most common methods are demographics, psychographics, benefits sought, usage rate, and customer loyalty.
Demographics – This is the most common form of segmentation and is often used as a starting point for other forms of segmentation. Demographics can be used to identify patterns in customer behavior and buying habits.
Psychographics – Also known as lifestyle segmentation, this form of segmentation looks at the psychological factors that influence consumer behavior. This includes factors such as personality, values, attitudes, and lifestyle.
Geographical – Segmentation by geographical location can be useful for businesses that have a physical presence or that are targeting a specific region. Such as country, state, city, or even down to zip codes.
Benefits Sought – This form of segmentation looks at the benefits that consumers are seeking from a product or service. This can be used to identify needs and wants that are not being met by the current offering.
Behavioral – Segmenting by behavior can be used to identify customers based on their purchase history, how they use the product or service, and even their brand loyalty.
Usage Rate – This form of segmentation looks at how often a product or service is used. This can be used to identify heavy users, light users, and potential users.
Customer Loyalty – This form of segmentation looks at how loyal consumers are to a brand. This can be used to identify brand ambassadors and potential defectors.
There are many other forms of segmentation, but these are the most common. Market segmentation is a complex topic, but understanding it is essential to developing an effective content strategy.
Once you have segmented your market, you can then begin to target these groups with specific marketing efforts. This is where content segmentation grids come in.
Content Segmentation Grid
A content segmentation grid is a tool that can be used to help manage and organize content. It is a visual representation of how content is organized and can be used to identify gaps in content, track performance, and ensure that all content is aligned with business goals.
There are many different ways to create a content segmentation grid, but the most common method is to use a spreadsheet. This allows for easy tracking and management of content. However, if you are working with a large amount of content, you may want to consider using a more robust tool such as a content management system (CMS).
When you’re starting a business, it can be difficult to know where and how best to target your potential customers. But with the many different ways, there are for segmenting markets—based on age range or income levels among others-you have plenty of options when deciding which type will work best for yours!
When creating a content segmentation grid, there are a few things to keep in mind.
1. Make sure that your grid is aligned with your business goals
When creating a content segmentation grid, it is important to make sure that it is aligned with your business goals. This will ensure that all of your content is focused and relevant.
2. Make sure to segment your content
Segmenting your content is essential to making sure that it is targeted and relevant. When segmenting your content, you should consider who your target audience is, what their needs are, and how they prefer to consume content.
3. Make sure your content is scalable
When creating content, it is important to make sure that it is scalable. This means that it can be easily adapted or expanded as your business grows.
4. Make sure your content is evergreen
Evergreen content is timeless and relevant. It is the type of content that can be used over and over again. When creating evergreen content, make sure to focus on topics that are relevant to your industry and that will not become outdated.
5. Make sure your content is actionable
Your content should always be actionable. This means that it should provide your audience with something to do. It should be clear and concise, and it should always have a call-to-action (CTA).
Creating a content segmentation grid can seem like a daunting task, but it doesn’t have to be. By following these tips, you can create a grid that is aligned with your business goals and that will help you to segment and target your content effectively.
Content Segmentation Grid: Tools
There are several tools available to help with creation of your content segmentation grid. These tools can be used to track content performance, identify gaps in content, and ensure that all content is aligned with business goals.
1. Google Analytics
Google Analytics is a free tool that can be used to track website traffic and performance. It can be used to identify which pieces of content are most popular, where visitors are coming from, and how long they stay on your site.
2. BuzzSumo
BuzzSumo is a paid tool that allows you to see the most popular content on social media. It can be used to identify trending topics, optimize content for social media, and track competitor performance.
3. Inriver
The content management system (CMS) Inriver is a paid platform that allows you to segment your website’s published material by the topic, audience, or channels. You can track performance and see how it changes over time thanks in large part due to its built-in analytics tool!
4. Kapost
Kapost is the perfect tool for marketers who are looking to take their content marketing strategy up a notch. It helps you create segments of your own based on topic, audience, or channel–and then track how well each one performs!
5. Scribe
The content marketing platform, Scribe can help you turn your ideas into reality. With its powerful segmentation tool and analytics engine, it will provide essential data for the success of any campaign or strategy in the modern digital era!
6. CoSchedule
CoSchedule is a paid content marketing platform that includes a content segmentation grid tool. It allows you to segment your content by topic, audience, or channels and track performance.
7. Pardot
With Pardot, you can segment your content by topic and audience to see which topics perform well. You’ll also be able to track how often a specific type of information is shared on social media channels like Facebook or Twitter with the help of their analytics tools!
8. Marketo
Marketo is a marketing automation tool that lets you segment your content by topic, audience, or channels. You can then track performance for each of these different types to see which ones are performing best at any given moment in time so it will be easier when choosing what posts go onto social media next!
9. HubSpot
HubSpot is the perfect marketing tool for any business looking to automate its content strategy. With this innovative software, you can segment your audience by topic or channel and track how different pieces of information perform based on what they’re intended for – not just whether it’s good!
While using a spreadsheet is a low-budget option, tools will make it easier to track your content and segment it effectively.
How to Create a Content Segmentation Grid
A spreadsheet is easy to use, but when it comes to using a tool, there are some ground rules. Now that we’ve seen some examples of how content segmentation grid can be used, follow these steps to set up content segmentation grid in CMS Inriver:
In the example below, we’ve chosen to segment by topic. This is a great option if you have a lot of content on your site and want to target specific topics.
1. In the CMS, create a new Segment under the “Content” tab.
2. Name your Segment and add a description (optional).
3. In the “Configuration” tab, select ” topics” from the drop-down menu.
4. Choose which topics you want to include in this Segment. You can either select all topics or only certain ones.
5. In the “Targeting” tab, specify how you want this Segment to be used.
6. In the “Content” tab, add the pieces of content you want to include in this Segment.
7. Save your Segment and you’re ready to go!
By following these steps, you’ve successfully created a content segmentation grid in Inriver CMS. Now it’s time to put it to use and see how it can benefit your content strategy!
Content Segmentation Grid Usage Examples
There are many different ways content segmentation grid can be applied in real life and we will explore a few of those below.
1. Dividing a website’s content by topic
When creating a website, it is important to consider the overall structure and organization of your content. One way to do this is by using a content segmentation grid. This will allow you to divide your content into different sections or categories. For example, you may have a section for blog posts, a section for product pages, and a section for landing pages.
2. Segmenting a sales page by the audience
If you have a sales page, you may want to consider segmenting it by the audience. This means that you would create different versions of the page for different types of buyers. For example, you may have a version for first-time buyers, a version for repeat buyers, and a version for those who are looking for more information.
3. Dividing an email list by interests
If you have an email list, you may want to consider segmenting it by interest. This means that you would create different versions of the email for different types of subscribers. For example, you may have a version for those who are interested in discounts, a version for those who are interested in new products, and a version for those who are interested in events.
4. Creating a social media strategy
When creating a social media strategy, it is important to consider the different types of content you will be sharing. You may want to consider segmenting your content by platform. For example, you may share different types of content on Facebook than you do on Twitter.
5. Targeting ads by audience
When creating an advertising campaign, it is important to consider who your target audience is. You may want to segment your ads by age, gender, location, or interests. This will ensure that your ads are relevant and targeted to the right people.
Content segmentation grid can be used in a variety of different ways. These are just a few examples of how you can use them to segment and target your content effectively.
6. Product assortment planning
Product assortment planning is the process of determining which products to carry in a store. This can be done by segmenting the products by category, price, or brand.
7. Customer segmentation
Customer segmentation is the process of dividing customers into groups based on shared characteristics. This can be done by segmenting customers by age, gender, location, or interests.
8. Market segmentation
Market segmentation is the process of dividing a market into groups based on shared characteristics. This can be done by segmenting the market by age, gender, location, or interests.
Whichever way you decide to use a content segmentation grid, the most important thing is that it is aligned with your business goals. For example, if your goal is to increase website traffic, you may want to segment your content by topic. If your goal is to increase sales, you may want to segment your content by the audience.
Conclusion
When creating a content segmentation grid, there are a few things to keep in mind. First, you need to consider your business goals. What are you trying to achieve with your content? Second, you need to consider your audience. Who are you trying to reach with your content? And third, you need to consider the different types of content you will be creating. By keeping these things in mind, you can create a grid that is aligned with your business goals and that will help you to segment and target your content effectively.
I hope this article was helpful. If you have any questions, please feel free to leave a comment below. And if you want to learn more about content segmentation or a content segmentation grid, be sure to check out our other articles on the subject or call us today at 12channels to avail our content marketing services. Thanks for reading!
