Online targeted marketing is not new; From branded content and native advertising to contextual placement and retargeting, the Internet has empowered marketers to reach their audiences with ever-increasing specificity for years. But how can you leverage this strategy to go beyond just ad placement, to optimize and revamp your entire content strategy?
Knowing your target audience has always been essential for marketing; content marketing only offers more opportunities to leverage the information you collect. Especially for marketers offering multiple products with several use cases, establishing brand personas can be an invaluable way to segment your audience effectively.What’s a Brand Persona?
When companies are just starting out or even pivoting, establishing a target audience, and – consequentially – establishing brand personas, requires marketers to make a lot of assumptions. For instance, if your company is selling artisan organic coffee at a relatively high price point, as a marketer you might assume that your... keep reading