How to Serve Multiple Audiences by Using a Segmented Website Structure

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Content Marketing Inst.

Appealing to multiple audiences is one of the biggest challenges in creating content for corporate websites.

A typical business site typically draws visits from:

  • Customers
  • Shoppers
  • Suppliers
  • Investors
  • Employees
  • Job seekers
  • Media

Firms that recognize the importance of these various groups attempt to appeal to all of them, usually by building content sections with high-level navigation labels, such as For InvestorsCareers,or Media Center. Using this type of audience segmentation far exceeds doing nothing, but it still falls short.

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