Who's your target audience?
Chances are, the answer to that question is broad enough that there isn't necessarily one single answer to that question.
Let's say you sell nootropics (health supplements designed to boost cognitive performance).
Some of your potential customers are just now finding out that nootropics are a thing that exists.
Others are aware of them, but not sure what kind of product they should try first.
And then you've got your regular repeat customers, people who restock every month or two on a predictable schedule. (Those people are solid gold.)
Each of these groups would respond to different content.
Group 1, the people who didn't even know about nootropics, would want a guide to what nootropics are, what they work, what's on the market, and what their options might be for trying them.
Group 2 would want things like reviews of specific products or buying guides.
And Group 3 might want something like product comparisons that could spur them to switch brands or something. They'd also be interested in things like discount offers and clearance sales, which are more directly sales-oriented.
This kind of thing is why overall, content strategy among small businesses is heading toward more and more customization.
The idea is to reach the right person, at the right time, with the right content.
In a recent blog post, Convince and Convert explains this growing trend in detail.
More Customized Content
Content marketers are getting better at customizing content.
They’re placing content on specific landing pages aimed at target audiences, or under categories that appeal to the different types of visitors who land on the site.
Examine your site’s analytics and pinpoint the various audiences using the site, as well as what content they are looking for.
Content marketers must focus on delivering the perfect content to the right buyer at the ideal moment.
This strategy can include tailored landing pages, customer-focused ad campaigns, and targeted emails to segmented mailing lists.
Expect to see more tracking codes in 2018.
This technology measures behaviors such as what customers are buying and where they are clicking in marketing emails. By analyzing the effectiveness of their marketing efforts, marketers can customize content even more over time.
Think about sites such as Groupon.
If you sign up for their mailing list, you receive very targeted offers based on your past purchases, gender, age, location, and other key factors.
Not every Groupon user will receive the same email content or even the same offers, and what they do receive will likely have a high click-through rate.
In the future, better options for content customization and timely content delivery will continue to change the way we distribute and plan content. But that's not the only thing that's changing these days.
You can read about three more hot new trends for 2018 in the full post from Convince & Convert.