Johnyholland.com explains us that “the challenge with [digital] content, is that the target audience segmentation approach of yesterday’s Industrial Revolution falls far short of the content requirements of today’s Information Age”.
Adressing a segment is not enough anymore if you want to engage your audiences. You need to understand what they do, how they consume and digest the information to address their needs and preoccupations. The content you deliver should become a service tailored to their needs.
“The Long Term Value of Personas To Content Strategy
Content strategy is more than just a discipline. It’s an approach to content that must be adopted at all levels of an organization to be effective. As it becomes ubiquitous to the way in which traditional disciplines create and manage content (marketing, communications, public relations, etc.) across [digital] channels, the tools that we use now to plan for content will need to evolve beyond the out-dated approach of target audience segmentation. With the demise of top down communications and a increasingly fractured [digital] channel landscape, organizations must continue to plan for and produce content that remains liquid and linked to engage users on their terms.
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