Hi everyone! Here's a question for my fellow content marketers: One of our clients now has two distinct target markets, each with different interests. We've segmented the newsletter to account for this, but we're trying to figure out next steps for the blog. Would it make sense to have one landing page for the blog that has two sections -- so visitors could select the one they're interested in when they land on the blog? Have you seen examples of blogs that cater to two target markets? Have other ideas of how to approach this? One thing I've learned through my work is that it's best to do things under one umbrella when possible, but I think in this case it's worth breaking into two sections, so long as we can keep both living on the same blog homepage. Thanks for ideas!
If there are any general similarities or common ground between the two target markets you can accomplish this goal with a single blog using target market-specific keywords and category names.
I have a client who is in the home improvement industry, installing replacement roofs, siding, windows, doors, etc. People who need a new roof for example, more often search with keywords and phrases focused on their specific need rather than something general like home improvement contractor.
We use recently completed projects as the fodder for content-based marketing. Blog posts include the town and/or neighborhood, county and state where the work was performed for geo-targeted keywords. We then include a generous sprinkling of "roof," "new roof," etc. along with product-specific words like the type and brand of shingles installed.
We also include a description of the initial problem the homeowner was experiencing that caused them to contact us initially, such as "leaking" or "leaky roof." We do the same thing with all of his other product areas and get a great deal of traffic.
One last trick is to use many of these same keywords as blog categories. I have seen great success with this tactic.
If what I've described makes sense to you and you'd like to learn more, please click "Call Frank" below so we can discuss further.
To your success, Frank
Good Question, but it's hard to give an good answer without knowing how different the segments are so I'll try my best.
I agree that you should try to have this under one umbrellas as much as possible. A good example of a company that I've seen do this is http://www.revzilla.com/ who is trying to target several different type of motorcycle riders. They divide the website into sections based off the type of bike people like to ride.
For your blog I would set up categories for the specific target markets so they can quickly find the content that they are interested in. Also you can set it up so the content can be emailed to the right segment based off of the category it is in.
Hope this helps!
Love your question: This is easy to do.
Within your blog create two RSS feeds - one for each market. The articles relating to each market need to have separate and different categories in the blog. Each feed is set up to only collate blog posts from that one category.
Here's an example of a client of ours who is a sports brand. They have three audiences: Coaches, Athletes and Coxswains (rowing crew).
http://www.rowperfect.co.uk/newsletter-signup/ Scroll down the page to see the explanation of the separate newsletters.
We set up a Feedblitz.com account for them and use these separate RSS feeds to deliver the content both as an email newsletter and also as an RSS feed for each one.
Get in touch if you'd like us to set this up for you. It's about 3 hours work in total.