Segmentation is everywhere, but it has been undervalued by quite some of us. To get a project done, the first thing you need to do after being clear about the end goal is to segment the project into different smaller milestones. To understand why the profit of your business goes down, you first need to segment it into revenue and cost, and then each can be divided into its components. To solve a market entry problem you first need to look at the facts in several key areas.
This is not only a path to solve a problem, it is also a way to get a better understanding of anything. As a person new to “content business”, one of the things I struggled with the most is how to get a better understanding of “content” and “audience”, and sometimes the “producer” of the content. One way to approach it is to look through segmentations.
What differentiates good decision-making from bad ones is how well you are informed and how well you process information, which in turn boils down to how good your segmentation is. If we find a way to segment all different content available there at different times, in different formats, on different media or platforms, and somehow map them toward the human needs, we will have an interesting perspective of the entire content business landscape, and can better predict where it is going. This is also exactly how we are doing marketing, content moderation, content strategy, and many other things.
To know whether you have a better segmentation or how to optimize segmentation is another topic we will talk about another time.