How User Segmentation Really Works in Content Marketing

User segmentation isn’t something that is alien in the marketing world. The big brands have this down to a T, and the little guys are just waking up to the power behind having a laser-focused strategy — laser-focused on user segmentation.

Successful marketing is all about laser-targeting a niche and then making the most out of it with regard to engagement and profits.

User segmentation isn’t something that is alien in the marketing world. The big brands have this down to a T, and the little guys are just waking up to the power behind having a laser-focused strategy — laser-focused on user segmentation.

How does this work?

For some motivation, let’s turn to brands that are doing it right.

Mercedes-Benz, the famous German luxury car manufacturer, uses market segmentation to make sure that its content is seen by the people who have the money to purchase a high-end car and are primed to identify quality. Mercedes-Benz realizes how success, the desire for luxury, and the best of the best are prevalent within segments of Generation X and Y who number in the tens of millions in the United States. It locks into this target demographic by offering a vehicle with an affordable price point, creating a customer-brand relationship at a young age. As this demographic gets older, the car company slowly increases the prices of future models, knowing that this group — now customers — will keep buying Mercedes-Benz vehicles given their tendency to want to keep up with the Joneses.

Generation Benz, an online community created by the manufacturer, is a way to bring together similarly minded individuals and create an informal social media place, which also serves as a way to collect insights on current and future Benz fanboys.

On top of that, Mercedes has made sure that it dominated areas such as the Super Bowl as well as prime-time ad slots for maximum visibility in front of the aspirational group of Generation X and Y.

Thanks to its hard work, Mercedes Benz was able to achieve:

  • More than a million views online of the new CLA model
  • More than 300,000 models of the car built in its online portal
  • A younger demographic (The average age of people who showed interest in the campaign was 46, an 11-year drop from the average age of people who showed interest in previous campaigns.)
  • Highest number of visits to MBUSA.com compared to any other period in its history.
  • 82% conquest rate, which essentially means that it was able to convince a new niche of buyers to go for the CLA model

Developing a successful content marketing strategy is no different. You have to hone in in a surgical manner when it comes to your preferred client base in order to hit the jackpot.

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Source: Content Marketing Institute