Sara Wachter Boettcher presents this webinar for agencyside members

1. The Content Continuum
Part Two
Motivation to Message – Using Segmentation to
Create a User-Centered Content Strategy
Sara Wachter-Boettcher
Director of Interactive Content Marketing Strategy | Off Madison Ave
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

2. On January 12, Susan Baier
taught us how to segment our
audiences.
Now what?
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

3. Let’s find out what
to do with it:
• What is content strategy?
• How segmentation-based
personas help
• Where to start
• What you’ll need
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

4. The Content Continuum
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

5. Content strategy defines…
Why
With what
What
When
How
Where
For whom
How often
By whom
What next
(From: Brain Traffic/Content Strategy FTW)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

6. Segmentation helps…
Why
With what
What
When
How
Where
For whom
How often
By whom
What next
(From: Brain Traffic / Content Strategy FTW)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

7. Segmentation
tells us not just who your audience is, but why they buy – and how important
they are to your business.
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

8. It tells us…
Which helps with…
• What’s most profitable for you
• Content/product prioritization
• What users want and why
• Messaging and calls to action
• How often they need it
• Promotion frequency/editorial calendar
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

9. How it Works

10. What’s Important
Quality flowers
WYSIWYG
Lovers
Losers
Roses
Same-day availability
Dramatic presentation
Variety
Consistency
Price
Decorators
Gifters
Decor-friendly appearance
Significance scent
Seasonal arrangements
Decorative packaging
Inspiration
Return policy
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

11. Content Product Prioritization
Align website structure with top needs of key audience
segments:
Organize navigation around products/categories that are
most purchased by key segments.
Allow search and sort functions based on user needs (e.g.
by flower type, season type, etc.)
Feature stories/products on the homepage by segment.
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

12. For decorators, feature seasonal arrangements in rotating
homepage offers.
(From: Horia Varlan / Creative Commons)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

13. For lovers, allow users to search for arrangements by
bloom type.
(From: Tazmany / Creative Commons)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

14. Messaging Calls to Action
Create content to match key questions.
Provide that content in logical, contextually relevant places:
Integrated into product listings.
Incorporated into shopping cart.
Don’t rely on your FAQ – answer questions during the
conversion process.
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

15. For decorators, share tips and show décor examples
featuring products.
(From: kristin_a / Creative Commons)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

16. For gifters, show products along with their packaging, and
explain delivery condition and timeframe.
(From: bulliver / Creative Commons)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

17. Frequency Editorial Calendar
Purchase frequency drives content frequency:
Trigger promotional offers (email, etc.) based on last
purchase date.
Rotate website or newsletter features based on segment
priority and purchase/visit frequency.
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

18. For gifters, send emails every other week offering lower-
priced, “just because” merchandise.
(From: 1800flowers.com)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

19. For decorators, send monthly emails offering show-
stopping seasonal merchandise and tips.
(From: fugufish / Creative Commons)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

20. What else?

21. Is your client’s web
content a mess?
Segmentation alone won’t fix it.
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

22. Tackling the rest…
Why
With what
What
When
How
Where
For whom
How often
By whom
What next
(From: Brain Traffic/Content Strategy FTW)
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

23. By whom?
A content strategy is only as good as your client’s
capabilities:
Who can request it?
Who will create it?
Who will edit it?
Who will approve it?
Who will publish it?
Who will update it?
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

24. With what?
It takes resources to keep content fresh. Does your
client have them?
Is there budget for ongoing content? Where?
Is there a CMS? What can it do?
How are emails sent? Can you trigger or customize them?
What social media sites are they active on?
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

25. What next?
Create a plan – and measure against it:
How often should you publish?
What content is needed in the future?
Which business objectives translate to content goals?
How is content performing?
What could be better?
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

26. Thank you.
Sara Wachter-Boettcher
saraw@offmadisonave.com
@sara_ann_marie
@sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher