Kayla Cobb

The Benefits of Combining Content Marketing and Segmentation: MarketingSherpa Email Summit 2015 replay

July 17th, 2015

One of the most talked-about marketing trends at the moment may also be one of the most effective. According to Demand Metric, content marketing generates three times as many leads as traditional outbound marketing while costing 62% less.

At MarketingSherpa Email Summit 2015, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Stephen Bruner, Marketing Manager, Precor, to discuss the value of content marketing and segmentation as well as the benefits of implementing a strategy using both of these marketing methods.

Precor is the second largest fitness equipment manufacturer in the U.S. and third in the world. Its clients are primarily fitness clubs and consumers. The company focuses on helping each of these consumer segments find the best products for their needs.

Watch the video excerpt from the MarketingSherpa Media Center to learn more about the relationship between content marketing and segmentation:

When it comes to generating leads, Stephen stressed the importance of content.

“The value of content is, I mean, it’s invaluable. Content is really everything you have as a marketer to address various segments,” Stephen said.

According to Stephen, “when you’re starting out, you build your personas, you understand your segmentation and then you’re developing a tool set to meet the information needs or the buying support needs of your customers in those particular areas.”

Precor combines content marketing and segmentation by first figuring out its different buying personas and who is involved in the buying process for each particular segment. The company considers questions such as:

  • What are the things that they’re concerned about personally?
  • What are the things that they’re concerned about professionally?
  • What are the overall goals and objectives of the organization?

Next, Precor builds out a general persona. From this general persona, the team then creates differentiated personas that take into account each decision maker in the buying process for each particular segment. This gives decision makers a more personalized funnel experience.

“From there, we start to develop then a tool set that starts early in the awareness all the way through the buying process,” Stephen concluded.

When asked what one key takeaway attendees should take away from his session, Stephen focused on the importance of integration.

“For us, I think it is so key to integrate our marketing automation process and your CRM. We had two disparate systems and I think … that it’s very clear that we had two different teams going in two different directions,” he said.


You can follow Kayla Cobb, Reporter, MECLABS Institute, on Twitter at@itskaylacobb.

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Categories: Consumer Marketing Tags: , ,

  1. July 22nd, 2015 at 03:54 | #1

    Great post Kayla, thanks! We completely agree that integration is key. Without integration it’s difficult for the company to move in one direction and achieve it’s mission and goals.

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