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Last updated on 2024年11月22日

How do you segment your audience based on their needs, goals, and behaviors?

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Segmenting your audience is a key step in content development, as it helps you tailor your message, tone, format, and channels to the specific needs, goals, and behaviors of your ideal readers. In this article, we'll show you how to use four criteria to segment your audience and create more relevant and engaging content.

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1 Criteria 1: Needs

The first criterion to segment your audience is their needs, or the problems, challenges, or desires that motivate them to seek information or solutions. You can identify your audience's needs by conducting surveys, interviews, focus groups, or keyword research, and grouping them into categories based on their similarities. For example, if you're creating content for a fitness app, you might segment your audience by their needs such as weight loss, muscle gain, health improvement, or stress relief.

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Joey K.

Social Media | Digital Marketing, Communications & Outreach | Creative Thinker
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In my experience determining the pain points your audience is experiencing and creating a solution that fits makes is the key to ensuring your content hits the correct target demographic.

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Saddam Muhammad Salih

Senior Content Writer ?? 2XL Furniture & Home Decor
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To segment my audience, I start by really understanding their needs, goals, and behaviors through data, like demographics, purchase patterns, and how they interact with content. For example, when I worked on content for a retail brand, I broke the audience into groups like “budget-conscious shoppers” and “fashion-forward buyers.” I made sure the content spoke to each group’s specific needs—offering promotions and discounts to the budget-conscious, while highlighting the latest trends and styles for those into fashion. It’s all about personalizing the message to connect better with each group.

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2 Criteria 2: Goals

The second criterion to segment your audience is their goals, or the outcomes, benefits, or results that they want to achieve by using your product, service, or content. You can identify your audience's goals by asking them what they hope to accomplish, how they measure their success, and what obstacles they face. You can also use analytics tools, such as Google Analytics, to track their behavior and conversions on your website or app. For example, if you're creating content for a fitness app, you might segment your audience by their goals such as reaching a certain weight, body fat percentage, fitness level, or mood.

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Christoph Trappe

I help companies like yours make more money through business storytelling that sets you apart from the competition. Data-Driven Content Marketer | Podcaster | Content Strategist | Author | Affiliate Marketer
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One way to understand prospects’ goals is to segment them by job title. A head of one thing or another often has similar goals even when there are at different companies. That’s one way to figure out who to target and how to frame your message to reach them correctly.

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3 Criteria 3: Behaviors

The third criterion to segment your audience is their behaviors, or the actions, habits, or preferences that influence their decision-making and consumption of your content. You can identify your audience's behaviors by observing how they interact with your content, such as the topics they read, the formats they prefer, the devices they use, the time they spend, and the feedback they give. You can also use tools, such as social media analytics, email marketing software, or customer relationship management (CRM) systems, to collect and analyze data on their behaviors. For example, if you're creating content for a fitness app, you might segment your audience by their behaviors such as the frequency of their workouts, the type of exercises they do, the level of difficulty they choose, or the social media platforms they use.

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4 Criteria 4: Demographics

The fourth criterion to segment your audience is their demographics, or the characteristics that describe their identity, such as age, gender, location, education, income, occupation, or culture. You can identify your audience's demographics by asking them directly, using online tools, such as Google Trends, Facebook Audience Insights, or Twitter Analytics, or using offline sources, such as census data, market research reports, or industry publications. For example, if you're creating content for a fitness app, you might segment your audience by their demographics such as the country they live in, the language they speak, the gender they identify with, or the age group they belong to.

By segmenting your audience based on their needs, goals, behaviors, and demographics, you can create more personalized and relevant content that resonates with them and helps them achieve their desired outcomes. You can also use segmentation to test and optimize your content performance, and to generate new ideas and opportunities for content creation.

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Joey K.

Social Media | Digital Marketing, Communications & Outreach | Creative Thinker
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In the past 6 months, I have had more conversations regarding demographics and the best channels to push out content. If you ignore the demographic information you may be wasting your marketing efforts. Successful content is based on more than just peaks on your analytic graphs - perhaps your content has been seen by a large audience, but if that audience is not your target and your content isn't useful to them, you need to re-evaluate your demographics, and platforms.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you segment your audience based on their needs, goals, and behaviors?

1

2

3

4

5

1 Criteria 1: Needs

2 Criteria 2: Goals

3 Criteria 3: Behaviors

4 Criteria 4: Demographics

5 Here’s what else to consider

Content Development

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How do you segment your audience based on their needs, goals, and behaviors?

1

2

3

4

5

1 Criteria 1: Needs

2 Criteria 2: Goals

3 Criteria 3: Behaviors

4 Criteria 4: Demographics

5 Here’s what else to consider

Content Development

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