One of the easiest ways to target your content for different audience segments is with tailored email content. If you haven’t got the capacity to rewrite the copy completely, pay close attention to the subject line and headline as a priority.
The chances are, most of the content will be relevant for everyone with just a little bit of tweaking. Focus your personalisation efforts on the executive summary and opening sections which position the asset for your audience.
You might want to run a few different flavours of your webinar to suit different audiences. Again, the core content is likely to stay the same but you can make it feel relevant with some small changes to the up-front positioning. If time is a problem, why not re-record the content rather than run a live event?
Social media updates are short and sweet, so adapting the message to suit each audience doesn’t have to take a lot of time. Best practice for social media is to promote content several times but adapt your update copy each time. It’s a good opportunity to evaluate the effectiveness of different messages very quickly.
Your website can’t be all things to all people, but you can provide signposts to direct your visitors to the content that matters to them using clear headline copy and imagery.
If you are investing in a big campaign for one specific segment, consider developing a dedicated microsite to host all relevant content which will act as the destination point for all campaign traffic. It allows you a degree of promotional flexibility without rewriting your whole site and you can clearly see what traffic you have generated to help evaluate campaign effectiveness.