No one needs more irrelevant marketing messages in their life. To stand out amidst the noise in an era where 91% of marketers are creating custom content, it’s critical to invest in relevant information. In fact, a recent eMarketer study cited targeting content as a top priority for 47% of savvy companies.
While your inbound strategy should revolve around creating content people love, it’s even more important to generate marketing that the right people love. Articles created to satisfy a broad segment of website visitors won’t capture the hearts of anyone.
Developing a deep knowledge of your ideal customer, a concept known in the marketing realm as buyer persona profiling, is critical to increasing the relevance of your efforts.