In a recent post, I talked about how important it is for your public persona to be genuine and unique, so your readers believe you, follow you, and are most likely to be influenced by you.

I’d like to continue on this path to effective content marketing and talk a little about segmentation and storytelling.Understanding which channel and what message your consumers need is more important than ever.

Segmentation helps you differentiate customers in your database so you can develop more relevant and impactful marketing tactics. Each layer adds the potential of an additional conversion rate and leads to a more successful marketing strategy with greater ROI (if you’re measuring engagement). Not to mention greater insight.

We have all received long, rambling emails and e-newsletters, and know how easy it is to miss what the writer intended you to “get.” The key in writing for my clients is to position their business as an authority on all subjects related to their products and services, and to provide interesting and engaging stories that educate their customers and prospects ─ and keep them coming back for more.

In other words, keep them from deleting their emails without finishing them (call to action left hanging), opting out from your digital campaigns, and unsubscribing from your feeds (rejection hurts).

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