Targeted Content: What is it and why should it matter to you?

Thursday, January 8th, 2015 at 10:30am
Targeted Content: What is it and why should it matter to you?

What Is Targeted Content?

It’s become apparent that producing targeted content will continue to be a major trend in the upcoming year. Targeted Content is specific content created for a subset of your general audience, often referred to as a persona. Targeted content is unique because it’s designed to elicit a specific response from a specific group, based on data about that group. Marketers are spending more time than ever charting out their audience’s personas in order to plan out better content for their targeted audience, and with good reason! The positive effects of having personas factored into your content strategy are evident.

It’s About More Than Just Who

Once you have determined the basic personas that your organization wants to target, be sure to also factor in their stage in the buying process. This will make your marketing efforts more effective. Buying-stage data can be captured in your CRM or marketing automation system. This data can then be applied when revamping your current site in order to plot better visitor journeys. Along with supporting successful content mapping, this data is also key when producing collateral for each of these personas as they progress through the different stages of the sales cycle.

Why You Need Targeted Content

  • Individuals buy your products or services. Which means it’s essential to understand who those people are in order to successfully market to their needs.

  • Producing content that caters to your personas will make your marketing efforts more effective overall, which should translate into increased sales and improved customer satisfaction.

  • When the content your organization produces becomes more useful to your audience, the more it will be shared and by default, it will become more relevant in online search results.

  • Improving your search rank and results will have a direct effect on increasing brand awareness and visibility as a leader in your industry. These are universally important goals for most marketing departments.

Targeted Content Supports Various Marketing Efforts

There are various channels for applying personas when crafting targeted content.

Marketers should consider personas when:

  • Setting up email campaigns

  • Drafting newsletter copy

  • Planning webinar topics

  • Creating conference presentations

  • Selecting new calls-to-action

  • Improving website user experience

  • Generating new collateral


The shift to targeted content delivery will likely only continue to grow. The underlying theme to take away is when creating fresh content, the reader’s interests and needs are what should be focused on. Spend time on content that serves one of your various personas and their stage in the buying process. If the subject matter you’re considering doesn’t do this, you likely shouldn’t be wasting your time on it. Marketers are busy, and this focused approach will make better use of your time, improve your content's effectiveness, and increase your sales numbers!


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