©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:
- Job seekers
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 Investors, Careers,or Media Center. Using this type of audience segmentation far exceeds doing nothing, but it still falls short.