Laser-focused content: How writing for more than one ICP hampers conversions
Imagine you’re at a busy international airport.
You see travelers bustling about, each with a different destination, purpose, and set of expectations.
Now, picture yourself as the announcer, tasked with the challenge of communicating a message that resonates with every single individual in that diverse crowd.
Overwhelming, isn’t it?
This is the challenge many content marketers face when they attempt to write for multiple Ideal Customer Profiles (ICPs) simultaneously.
In striving to cater to a broad audience, they often end up broadcasting a message that is too diluted, too generic.
And as such, they fail to truly connect with anyone.
The art of effective content marketing lies in precision — targeting one ICP at a time, ensuring your message lands with impact and relevance.
But why is this focused approach so crucial, and how can it transform your content strategy from a noisy airport announcement into a clear, compelling conversation?
The problem with writing for multiple ICPs at once
In any form of communication, casting too wide a net with your messaging is akin to a chef trying to cook a single dish that caters to every dietary preference under the sun. It’s just not possible.
It sounds like a strategic move, reaching out to as many potential customers as possible. But in reality, it’s a misstep that dilutes the potency of your message and renders it ineffective.
Why is this the case?
The primary issue lies in the loss of specificity.
When your content tries to address multiple ICPs at once, you’re forced to generalize. Key sections of your content — like the introduction, for example — become vague, trying not to alienate any group.
But in marketing, generic is synonymous with invisible. It fails to grab attention, to speak directly to the needs and pains of your audience.
Moreover, this approach contradicts a fundamental rule of effective communication: clarity and relevance.
Each ICP has its unique set of challenges, preferences, and triggers. By lumping them together, you end up creating content that’s a mile wide and only an inch deep. It’s unable to dive deeply into specific problems or offer tailored solutions that resonate with any particular group.
To compound the issue, targeting multiple ICPs in a single piece makes it challenging to be Mutually Exclusive and Collectively Exhaustive (MECE).
MECE means that each piece of information is unique (mutually exclusive) and collectively, your content covers all necessary aspects (collectively exhaustive).
Achieving this balance becomes a Herculean task when juggling multiple ICPs, often resulting in a convoluted, lengthy piece that loses the reader’s interest.
Let’s discuss the concept of MECE in more detail and look at how it applies to crafting content for a single ICP.
How targeting more than one ICP at a time makes it difficult to be MECE
Grasping the MECE principle is pivotal for content marketers aiming to make a real impact. It’s analogous to putting together a puzzle where each piece is distinct yet essential to complete the picture.
When content is MECE, every part of it serves a unique purpose (mutually exclusive) and, when combined, these parts comprehensively cover the subject (collectively exhaustive).
It’s a balance that ensures thoroughness and clarity. And it’s one that’s difficult to maintain when you write for more than one ICP.
But how does targeting multiple ICPs in a single piece of content disrupt this delicate MECE balance?
It comes down to the complexity and distinct nature of each ICP’s Jobs-To-Be-Done (JTBD). When you attempt to address the separate JTBDs of multiple ICPs simultaneously, your content begins to resemble a multi-thread narrative with conflicting plot lines.
Each ICP has a unique set of challenges and needs. By trying to cater to all at once, you end up creating a patchwork of solutions and advice, each relevant to different segments of your audience but collectively creating a disjointed and overly complex narrative.
This inevitably leads to an excessively lengthy and convoluted piece. Such content not only challenges the reader’s patience but also their ability to sift through the information for what’s relevant to them.
The sections not pertinent to a specific reader become noise, diluting the impact of the relevant parts.
Imagine a reader interested in a specific solution being bombarded with information that’s irrelevant to their needs; it’s not just ineffective, it’s off-putting.
All this isn’t to say it’s wrong to have multiple ICPs in your business. But every piece of marketing content must speak to one ICP and one ICP alone.
What to do if you have multiple ICPs in your business
When it comes to managing content marketing for a business that serves multiple ICPs, the key to success isn’t finding a universal message that fits all. It’s developing a strategic and organized method to address each ICP individually.
Here’s how to adeptly manage this complex task, crafting a content strategy that engages each of your ICPs effectively.
1. Identify your primary and secondary ICPs
The foundational step in creating content for multiple ICPs is to clearly identify which are your primary and secondary audiences. This process is more than just a cursory glance at who buys your product or service; it involves a deep dive into understanding the nuances of each group.
Here’s how you can effectively distinguish your primary and secondary ICPs:
Conduct a thorough audience analysis
Embarking on a thorough audience analysis is crucial. It involves analyzing data from customer interactions, sales records, and market research to uncover patterns and common characteristics.
Such an analysis should not only focus on what your customers are buying but also on why they are making these purchases.
Complementing this data with direct customer feedback and surveys enriches your understanding, offering firsthand insights into their needs, preferences, and pain points.
Segment your audience
Audience segmentation is the next pivotal step.
Break down your audience based on both observable behaviors, like purchase history, and demographics, including age, location, and industry.
However, it’s the psychographic segmentation — understanding the values, interests, and lifestyles that influence buying decisions — that often yields the most valuable insights.
Prioritize based on business goals
Finally, you must align your identified ICPs with your business objectives.
Determine which groups align most closely with both your short-term and long-term goals. Consider which ICPs will provide the best return on investment, given your current resources for content creation and marketing.
Your primary ICP should be the one that not only aligns with your strategic objectives but also has the potential for the highest engagement and conversion based on your analysis.
2. Create a content calendar with individual streams and topics for each ICP
After identifying your primary and secondary ICPs, the next critical step is to construct a content calendar that caters to each group with individualized content streams and topics.
This ensures that each piece of content is purposefully designed to engage and resonate with the specific needs and interests of each ICP.
Develop individual content streams
Crafting individual content streams for each ICP allows for a focused and strategic approach to content creation. It involves mapping out topics, themes, and types of content that are most relevant to each ICP.
For example, if one of your ICPs is small business owners and another is corporate executives, the content streams for each should reflect their distinct challenges and interests.
Small business owners may benefit from content focused on cost-effective solutions and entrepreneurial insights, while corporate executives might look for industry trends and leadership strategies.
Tailor topics to each ICP
The art of tailoring topics to each ICP lies in the depth of understanding of their unique contexts.
In addition to covering topics that are directly related to your product or service, it also means addressing broader issues, challenges, and opportunities relevant to each ICP.
By doing so, you create a content repertoire that is both diverse and targeted, enhancing the relevance and appeal of your content.
Plan and schedule content strategically
A well-planned content calendar is key to executing this strategy effectively. This involves scheduling posts, articles, and other content types in a way that keeps your audience consistently engaged.
Regular publishing, aligned with the preferences and behaviors of each ICP, ensures a steady stream of relevant content, reinforcing your brand’s presence and authority in each segment.
3. Have distinct offers and CTAs for each ICP per piece
With your content calendar in place, focusing on distinct offers and calls to action (CTAs) for each ICP in every piece of content is the next crucial strategy.
The goal? To drive conversions.
Design offers that resonate
As with all things marketing, the key to designing offers that resonate with each ICP lies in understanding their unique needs and desires.
For instance, a small business owner might be more enticed by tools for business growth and cost efficiency, while a mid-level manager in a larger corporation may respond better to offers related to career advancement or team productivity.
Tailoring your offers to reflect these distinct needs will significantly enhance the appeal and relevance of your content.
Customize calls to action
Similarly, CTAs should be customized to speak directly to the interests and motivations of each ICP.
A generic CTA may go unnoticed, but one that addresses a specific need or aspiration of an ICP can create a powerful impetus for action.
This might involve crafting CTAs that directly reference the challenges or goals of each ICP, making them feel seen and understood.
Going back to our small business owner vs mid-level manager example, compare a generic CTA like ‘Subscribe for updates,’ to tailored ones like these:
- For small business owners, ‘Get exclusive small business growth hacks here’
- For mid-level managers, ‘Advance your career with our leadership insights.’
These specific CTAs resonate more deeply with each group’s unique interests than the generic ‘Subscribe for updates.’
Align CTAs with content
Each piece of content should seamlessly integrate its respective CTA. This means aligning the message of your content with the action you want the reader to take.
If a blog post addresses the challenges of scaling a business, the CTA might invite the reader to download a guide on growth strategies. This alignment ensures that the CTA feels like a natural and valuable next step for the reader.
4. Customize email sequences based on ICP as well
The final piece in effectively managing content for multiple ICPs is to customize your email sequences for each group.
Understand each ICP’s communication preferences
Start by understanding how each ICP prefers to receive and engage with email content.
For example, small business owners might appreciate concise, actionable tips, whereas mid-level managers may engage more with in-depth analysis and case studies.
Recognizing these preferences is key to crafting email content that resonates.
Segment email lists
Segment your email lists based on the identified ICPs. This segmentation allows for targeted communication, ensuring that each ICP receives content that’s most relevant to them.
Track and optimize based on engagement
Monitor how each ICP interacts with your emails. Track open rates, click-through rates, and conversions to understand what works best for each group. Use this data to continually refine your email strategy, ensuring that it remains effective and engaging for each ICP.
Final thoughts
Mastering content marketing for multiple ICPs hinges on targeted strategies.
By identifying specific ICPs, creating focused content streams, and personalizing offers and emails, you can ensure each piece resonates uniquely, turning the complexity of multiple ICPs into an opportunity for deeper engagement and conversion.
