A successful marketing strategy is based on content that meets the needs of the respective target group. However, without knowing the concrete needs of potential customers, it is difficult to actually create relevant content.
Through the knowledge of lifestyles, needs and buying behavior, content can be tailored to the target group and developed for potential customers in different phases of the customer journey. The challenge here is that your target group consists of people and prospects with different needs and buying motives, which usually cannot be reached by only one approach.
Therefore it makes sense to divide your target group into smaller clusters. These should be as homogeneous as possible among themselves, whilst differing as possible in comparison to the other clusters, in order to sharply distinguish them from each other.