LivingSocial has helped its members find targeted deals since 2007, but Hammock has been delivering similar kinds of targeted content for far longer. Since 1991 we’ve learned that one of the best ways to help our clients become more relevant to their members is by sending messages that directly speak to their various audiences. In the same way that group buying websites—which send daily emails to members spotlighting their city’s deals—have skyrocketed in popularity in the last year, organizations that target specific members can more clearly build loyalty, better demonstrate their value and even see financial benefits.
Arguments against segmenting content for specific groups often center on time and resource constraints. Granted, it does take more time to write, design and publish 10 different versions of a newsletter, but the ROI can be considerable. Plus, audiences want refined content that speaks directly to them—and they’re getting used to getting it.
Here are three reasons your organization should segment its content:
1. It builds a loyal, dedicated membership. Build your relevance as an organization by showing that you listen to your customers and work to match their needs with your content. If you’re a nationwide health-care organization, perhaps your members are in several geographical regions with different health priorities. Ensure your regional newsletters’ leading stories address those specific health concerns. If you’re an association with a lobbying presence, the relevance of certain political issues might vary by region. Send e-mail updates with legislative activity targeted to those specific regions.
2. Research demands it. Sometimes organizations lack a clear idea of how content—especially versioned content—can help them meet their business objectives. That’s where a process like Hammock’s Content Marketing Intelligence Report, a comprehensive look at which content is currently working and what changes are needed, can come in handy. In cases where your organization’s messages are diversified and wide-ranging depending on your members’ region, demographics or interest group, different content versions are necessary to ensure you don’t risk missing the attention of those specific audiences.
3. It can attract potential sponsors and advertisers. Obviously advertisers and sponsors seek ways of standing out among your members. One way to do that is for them to sponsor print, digital and web content, such as regional newsletters or digital editions, targeted to different regions. Increasing sponsorships will increase resources, helping you continue to build your competitive advantage.
