The trend of crafting broad, generic content to appeal to multiple personas is deeply rooted in the B2B Tech and SaaS marketing landscape. This entrenched approach stems from a perceived notion of efficiency and broad appeal, yet, steeped in irony, it consistently underperforms.
Hot Take
In the B2B tech or SaaS marketing universe, generic content is a trap leading to muted engagement and a lack of insightful data. By failing to cater to specific personas, the diluted impact of your message leaves you grappling with lackluster responses. Furthermore, those few who do engage cannot be efficiently segmented. This approach is not just a waste—it represents a monumental opportunity cost, obscuring the true behaviors and preferences of your target personas.
What You Should Be Doing Instead
Marketing should shift gears towards a persona-specific content strategy, crafting pieces that cater to the unique interests and needs of individual personas.
- Develop unique content for each persona within your target audience, tailoring each piece to address their specific interests and challenges.
- Keep content concise, focused, and highly relevant to maintain audience engagement and ensure your message doesn’t get lost in the noise.
- Eschew the “one size fits all” approach in favor of tailored content that truly resonates with each persona.
This pivot to persona-specific content is crucial for ensuring genuine and sustained audience engagement.
Expected Results
A persona-specific content strategy not only fosters higher engagement but also yields richer insights about your audience.
- Content consumption rates increase as each piece becomes more relevant and personalized to individual personas.
- Detailed audience segmentation becomes a reality, thanks to refined insights into how different personas engage with distinct content types.
- Brand loyalty escalates as audience members perceive themselves to be more valued and understood through content that directly addresses their needs and interests.
Summary
Eschewing the one-size-fits-all approach in favor of persona-specific content paves the way to maximize audience engagement and deepen understanding of marketing strategies. This shift leads to more engaged audiences, better audience insights, and a more personalized customer experience—underpinning a more successful B2B Tech and SaaS marketing strategy.