If you'd like users in particular groups to see different content such as the homepage welcome text you can use content overrides. The most common example is creating different homepage text for different Brands or Org Units.
On the Admin > Groups page, each group (other than the Public group) will have a 'Content overrides' link. From here you can input a content item identifier and create the overriding content. Content item identifiers can be found in the Admin > Content area.
Below is a step-by-step example of how this is achieved:
1 - Go to Admin > Content and find your content item. In this case, we have used the content search to find the welcome text.
2 - Edit the content item and you will see the content item identifier towards the top of the page.
3 - Once you have the identifier go to Admin > Groups and select 'Content overrides' for your desired group.
4 - Input the identifier and click Create.
5 - The standard content editor will appear, allowing you to create your content override.