The Content Continuum, part two

@sara_ann_marie | [email protected] | www.linkedin.com/saraboettcher

The Content Continuum��Part Two��

Motivation to Message – Using Segmentation to��Create a User-Centered Content Strategy

Sara Wachter-Boettcher

Director of Interactive Content & Marketing Strategy | Off Madison Ave


On January 12, Susan Baier taught us how to segment our audiences.

Now what?


Let’s find out what to do with it:

•  What is content strategy?

•  How segmentation-based personas help

•  Where to start

•  What you’ll need


The Content Continuum


Content strategy defines…

"   Why

"   What

"   How

"   For whom

"   By whom

"   With what

"   When

"   Where

"   How often

"   What next

(From: Brain Traffic/Content Strategy FTW)


Segmentation helps…

"   Why

"   What

"   How

"   For whom

"   By whom

"   With what

"   When

"   Where

"   How often

"   What next

(From: Brain Traffic / Content Strategy FTW)


Segmentation ��tells us not just who your audience is, but why they buy – and how important they are to your business.


•  Content/product prioritization

•  Messaging and calls to action

•  Promotion frequency/editorial calendar

•  What’s most profitable for you

•  What users want and why

•  How often they need it

It tells us… Which helps with…

How it Works


What’s Important

Losers "  Same-day availability

"  Variety

"  Price

Decorators "  Decor-friendly appearance

"  Seasonal arrangements

"  Inspiration

Gifters "  Significance & scent

"  Decorative packaging

"  Return policy

"   Quality flowers "   WYSIWYG

Lovers "  Roses

"  Dramatic presentation

"  Consistency


Content & Product Prioritization

"   Align website structure with top needs of key audience segments:

"   Organize navigation around products/categories that are most purchased by key segments.

"   Allow search and sort functions based on user needs (e.g. by flower type, season type, etc.)

"   Feature stories/products on the homepage by segment.


For decorators, feature seasonal arrangements in rotating homepage offers.

(From: Horia Varlan / Creative Commons)


For lovers, allow users to search for arrangements by bloom type.

(From: Tazmany / Creative Commons)


Messaging & Calls to Action

"   Create content to match key questions.

"   Provide that content in logical, contextually relevant places:

"   Integrated into product listings.

"   Incorporated into shopping cart.

"   Don’t rely on your FAQ – answer questions during the conversion process.


For decorators, share tips and show décor examples featuring products.

(From: kristin_a / Creative Commons)


For gifters, show products along with their packaging, and explain delivery condition and timeframe.

(From: bulliver / Creative Commons)


Frequency & Editorial Calendar

"   Purchase frequency drives content frequency:

"   Trigger promotional offers (email, etc.) based on last purchase date.

"   Rotate website or newsletter features based on segment priority and purchase/visit frequency.


For gifters, send emails every other week offering lower-priced, “just because” merchandise.

(From: 1800flowers.com)


For decorators, send monthly emails offering show-stopping seasonal merchandise and tips.

(From: fugufish / Creative Commons)

What else?


Is your client’s web content a mess?

Segmentation alone won’t fix it.


Tackling the rest…

"   Why

"   What

"   How

"   For whom

"   By whom

"   With what

"   When

"   Where

"   How often

"   What next

(From: Brain Traffic/Content Strategy FTW)


By whom? A content strategy is only as good as your client’s capabilities:

"   Who can request it?

"   Who will create it?

"   Who will edit it?

"   Who will approve it?

"   Who will publish it?

"   Who will update it?


With what?

It takes resources to keep content fresh. Does your client have them? "   Is there budget for ongoing content? Where?

"   Is there a CMS? What can it do?

"   How are emails sent? Can you trigger or customize them?

"   What social media sites are they active on?


What next?

Create a plan – and measure against it:

"   How often should you publish?

"   What content is needed in the future?

"   Which business objectives translate to content goals?

"   How is content performing?

"   What could be better?


Thank you. Sara Wachter-Boettcher

[email protected]

@sara_ann_marie

Business

The Content Continuum, part two