The 3 P’s of Content Targeting: Persona, Process and Pain Point
One of the simplest things marketers can do to improve the effectiveness, utilization, relevance and reuse of their marketing content is to set up a system for tagging all of their content by persona, process step, and pain points of the audience. These “3P’s” of content targeting make up the core building blocks of a marketing content taxonomy that supports modern marketing programs and systems. Content tagged by the “3P is much easier to find, target, recommend, assemble, and distribute the right content at the right place in time in every marketing, sales and media touch point.
Persona based targeting. Most organizations are starting to plan, create and target content that address the needs of more specific customer segments. 74% of high performing marketer’s report they are place more emphasis at targeting their content by person (or persona). At the highest level, persona-based targeting involves breaking the core audience for front of the funnel social media, content marketing and web marketing programs into several personas. As marketers become more advanced, they start to narrow the definition of the persona, to reflect more and more granular target customer profiles to improve engagement in marketing automation programs, or buying functions within an account level targeting model to support sales enablement. For example, the Hartford plans to move from five to one hundred different customer and channel partner personas in the future. And B2B marketers serving key accounts like Cisco, D&B and Tata Consulting Services were using Account Level Targeting (ALT) as their primary targeting scheme relative to person(a) or individual based targeting.
Process based targeting targets content based on what stage of the customer journey it supports. Aligning and targeting content by stage of the customer journey ensures content directly supports the go-to-market strategy and drives measurable business outcomes. Process based targeting makes it easier to recommend the right content to support the different value conversations that happen at the front, middle and back of the sales. For example, Mike Marcellin the CMO of Juniper Networks focuses their content marketing efforts on supporting back of the funnel sales and service. “It’s our job to support product launches and provide sales air cover with a value messaging, but we need to write more to the far end of the customer journey, beyond pre sales to include post sales and service, because we found that 70% of the content consumed on our web site is post sales technical support and documentation.” Less than half of marketing executives surveyed report they are currently targeting their marketing content based on what stage of the customer journey it supports.
Targeting based on customer pain points. Modern marketing analytics give marketers have a much better idea of the topics, issues and pain points that drive media response, engagement, generate meetings and change minds. Leading marketing teams are analyzing audience intelligence, social listening data, customer feedback, semantic data, and sales feedback to understand the issues, topics and questions that need to be addressed during sales conversations and post-sales support conversations. To take advantage of these insights, most (57%) of the marketing executives surveyed by the Brand Publishing Institute report they are targeting their marketing content by customer pain points, needs, and topics of interest as a way apply that knowledge in day-to-day selling situations. Targeting content based on customer needs improves marketing performance because more relevant and important content will generating more engagement, better response, more sales meetings, and better value conversations.