Blog Analysis: Persio Helps Marketers Get Personal With Customers
Persio helps businesses know their customers at a more personal level.
It’s always been a challenge for marketers to really know their customers.
It might be easier for small businesses with a few customers, but even then it’s always good to know more. The more you know your customers the better you can market to others just like them.
And at a bigger level it’s really hard to get personal with customers. You are forced to put customers into segments. And you can’t pay attention to all the data available because it’s just not possible.
But Persio allows marketers to use more data to make better decisions.
Check them out and in the meantime we’re going to look at their blogging strategy.
1. Blog, Media and Case Studies
The first thing I noticed about the Persio blog is the navigation at the top. Those spots usually don’t catch my eye, but on this blog it stood out.
It looks like these are functioning as categories or topics that filter the content on the blog.
We’ve talked about categories and filtering before in the Blog Analysis series. It’s great to have different categories or tags to help readers find the content they want fast.
The three categories for Persio make sense. The Media category would make sense for any mentions that Persio has in the media, which fit on the blog and especially fit under a Media category. This way readers could read one story and then see all stories simply by clicking on the Media category link.
The Case Studies category is straightforward. Readers would expect to find Persio customer case studies located with this category.
And the Blog category can act as a catchall for all posts including the previous two categories or it could leave out the previous categories and catch everything else the company posts on the blog.
2. Republishing or Syndicating Content
At first I couldn’t figure out what was going on with the way Persio was listing their content. The dates appear out of order at least a little bit, but then I got stuck on the fact that they have quite a few posts on their blog feed.
Then when you dig a little deeper you’ll find that they’re often republish or syndicate content from other sources.
We’ve talked about that before about other businesses and their blogs.
Republishing can be a great way to provide your target customers with great content. You do them a service by finding content you think would be most interested to them and provide it on your blog. That adds value to your blog and site.
And that’s a good value. It doesn’t go much beyond that, but it is valuable. The next step that many business blogs take is to publish their own blog content along with syndicate content.
And that’s what Persio does. It looks like the ratio is tilted toward outside content, but that’s only with me going through a few pages.
3. How-To Industry Level Posts
This is a great original post on the Persio blog.
You can tell that the target audience and probably target customer for Persio is a business owner or someone on an executive or management level at a business. They probably handle multiple things including marketing and hiring.
When we talk with clients about blog strategy we often talk about specific blog posts and industry level blog posts.
Specific posts are about what a company specifically does.
Industry level posts are outside of what the company does, but something still related to what the target customer is interested in finding.
Persio doesn’t really have a service that helps businesses with hiring (I don’t think). But they still wrote this post because they know that their customers aren’t alway searching for marketing segmentation and personalization all the time.
But Persio can still attract their target customers with posts related to the things their target audience is searching for as it relates to that customer’s job and hiring is one of those topics.
4. Linking To Guest Posts
Guest posting isn’t something we talk about all the time, but it is a good strategy. It’s one I believe in and one we do at Ghost Blog Writers on occasion.
Guest posting allows you to expand your audience to build your brand. You provide great content to a blog that has an audience that includes your target customers. You provide great content in exchange for access to the audience.
It looks like the team at Persio sees the value in guest blogging and in this post they linked to a recent guest post that someone from their company did on a popular industry blog.
It’s a simple way to promote your guests posts. To take it a step further you could expand on the topic with anything you weren’t able to include in the guest post, but that’s not required, but it would be valuable to the readers on your blog and it could bring readers from the guest post back to your site to read the expanded version.
5. Company News
There was big company news at Persio recently. They rebranded!
They discussed the details in this post, which is actually a repost from another site.
It’s a little like a press release and that’s totally fine. And press releases and company news updates work very well on company blogs.
Company blogs are often the official source for company information. People read information in articles and they’ll take that news into account, but they often look to the company’s official site for the real deal information.
It’s another benefit of having a publishing area like a blog on your company website.
Persio does things a little different than some of the businesses we’ve seen recently in the Blog Analysis series. They syndicate a lot of content, but they still add a personal touch to the curation.
And they also supplement the curated content with original content. They also do some guest posting, which is a great strategy to go along with a blogging strategy.
They’re doing some interesting things, but still very much showing the value of a business blog.