How to Develop Content for Different Audience Segments

January 17, 2014


This week on Social Brand Chat presented by KXIC we discussed a question we received recently following a Social Media Club Des Moines event: “If our customers  have different interests (maybe location or topics), how do we segment our content?” This is a familiar issue that many content marketers struggle with, especially when less than 50% have a documented content strategy. Let’s chat about how we develop content for different audience segments.

While many of us work to develop enough content for our increasingly starving digital audience, it’s easy to homogenize the forms of content create. Sure, it would be easier if that blog post worked for all of your audience members but the harsh reality is that it won’t. You need to examine all of your unique audience segments and their needs and determine what kind of social content and conversations you can serve them.

For this week’s social media news, we discussed the exciting new social Q&A app Jelly, developed by Twitter co-founder Biz Stone. The biggest question right now? Will it matter for brands? What do you think?

Speaking of content strategy … you should attend on of our upcoming Content Marketing Boot Camps in Cedar Rapids, Des Moines, Cedar Falls, Davenport, Ames, and Madison. This daylong intensive and interactive workshop will help you be a better blogger, video marketer, podcaster, and content creator. Listeners of the podcast get access to a special group rate of $125 when they use promo code KXIC to register for any of our Content Marketing Boot Camps.

Do you have a question about social media you’d like answered? Ask in the comments below, on our Facebook page, or on Twitter using #SocialBrandChat. Check out previous episodes of the Social Brand Chat podcast here.

Remember to subscribe to the show on iTunes — and don’t be shy about giving us a rating and review to help others find us. You can also listen to the show via Stitcher Radio.

Until next week, see you on the Internet!

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is a strategist, speaker, educator, and author of Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small. He is the Chief Brand Strategist at Brand Driven Digital, an educator at the University of Iowa, and host of the On Brand podcast. More about Nick.