Consumers are flooded with an uninterrupted flow of content daily; simply grabbing their attention isn't enough.
Personalized content is a differentiating factor to drive conversions, being a boon to the marketing plans. Here’s what research shows: 91% of the consumers are likely to shop with brands that provide specific offers.
Personalized experiences for audiences from diverse backgrounds can drive better engagement. When the customers are heard, the possibility of buying also increases. Whereas, a brand with a frivolous content strategy can produce opposite results.
Personalization of content is inviting, informative, and persuades the prospects to take action.
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What is Content Personalization?
Content Personalization, also known as dynamic content, refers to targeted and personalized content delivery. Based on a specific criterion, it helps to create distinct and unique experiences for the audience.
The verticals include case studies, blog posts, images, headlines, and other resources by content marketers and digital marketers.
Besides boosting sales and engagement, a personalized content marketing strategy speaks directly to the audience.
With advanced tracking software, brands can track the traffic source. This paints a clearer picture of the prospects that are likely to convert. The software can be used for better insights that polish personalization.
Creating user personas will help to personalize the content. Prospects can further move down the funnel with case studies or testimonials. These content pieces showcase a previously provided solution. Additionally, prospects can be directed to a CTA, persuading them to take the desired action.
Research shows that personalized CTA’s convert 202% better than non-personalized ones.
Why is Personalized Content Required?
Cut-throat competition has persuaded brands to personalize their communications to keep the conversions and ROI high. Research shows that 97% of marketers witness a rise in business outcomes after personalization
Here are some reasons why personalization is an essential content marketing aspect:
It Grabs Attention
There is never-ending content being circulated daily.
And content meant for everyone may not necessarily target your audience. This leads to an auspicious piece of content going down the drain. With a short attention span, prospects will likely move on to the next piece of content if it isn’t relevant to them.
It Saves Time
Filtering visitors into relevant categories via response to content and CTAs can save retargeting time. This also removes fewer valuable leads from the funnel or directs them to passive, relevant, or self-service-centric places.
By saving the enterprises' most valuable commodity, efficiency can be amplified.
It Aligns With the Customers' Expectations
Once prospects are accustomed to competitors’ content, they will also expect better content from your brand. Coming across insignificant, outdated, and generic signals that the brand isn't driven to add value or offer a promising solution. When implementing personalization, content should be updated in real-time to ensure a closer user experience.
Visitors should be encouraged to spend more time on the website. Being referred to another relevant blog after reading one leads audiences to spend more time on the website.
This can build subject matter expertise and authority in the domain.
Updating pages occasionally can leave the brand behind, especially when competitors are progressing at a lightning-fast speed. Running tests and iterating pages per customers’ preferences can be considerably helpful. These iterations can be improved with A/B testing to know which alternative works better.
How to Personalize Your Content
Knowing the sources of your prospect's inflow can help brands keep a finger on the most preferred pieces of content. Recommendation algorithms and machine learning may significantly help with information retrieval. Other tools such as Google Ad-sense and Google AdWords also help.
Brands can further optimize the content to address buying habits and personal interests. This helps to adjust the content automatically.
Using a granular approach to conduct testing and collecting and analyzing data can also help refine possible iterations.
Check out the following ways to personalize content:
Step #1: Know Your Audience
Data is the key to the future. Tracking and analyzing audiences' actions, demographics, psychographics, and preferences get brands a goldmine of data points. Likewise, knowledge of devices and browsers can also help.
This helps to map out user personas and mine consumer data with artificial intelligence and advanced algorithms. Consistent personalization for every visitor is an incredible way to boost brand loyalty and visibility.
An in-depth Analysis can also outline if prospects landed from social media handles or websites.
Step #2: Market Segmentation
Apart from studying markets, nationalities, and regions, market segmentation can be done with the following metrics:
- Location-based marketing - Targets those who live in a specific location. This can give information about weather, and local preferences
- Age – Determines if prospects should be directed to visit a nearby or an online store. This can also help to determine responses to the trends.
- Gender – Gender offers a deep insight into preferences. Despite overlapping preferences between genders, brands can leverage certain gaps.
These insights benefit businesses, product development phases, and creating advertising campaigns.
Step #3: Build Buyer Personas
Rather than mindlessly creating models, an accurate buyer persona can remarkably help.
Brands can build buyer personas by mapping purchase history, conducting market studies, customer surveys, and social network analysis. Third-party data, CRM tools, and page navigation can help brands collect these insights.
This helps to zoom into consumers' pain points, needs, desires, and values. These insights can be leveraged for content and campaigns strengthening the buyer-customer relationship.
Step #4: Customer Journey
Customer journey refers to different customer stages during the buying process. This helps to understand consumers' sales maturity, which helps to develop the content for each phase and to elevate the inbound marketing strategies.
Insights can also be based on the source of incoming traffic. For example, prospects flowing in via emails and landing pages expect more personalized content.
Types of Personalized Content
Just like the strategy, the content types also need to be targeted.
Check out some real-life examples of the types of personalized content:
1. Interactive Quizzes
Interactive quizzes are great to get the engagement ball rolling. Ensuring consistent interaction, such content pieces are reliable for establishing two-way communication.
Relatable content drives audiences to engage with them, which drives traffic to the website and their sponsors’ sites.
Rather than creating unique quizzes from scratch, brands can also use the software to save time and effort. With diverse features, functions, and plans, quizzes can be generated cost-effectively.
2. Retargeted Ads
Facebook is a prime platform that makes retargeting audiences with ads easy. After creating posts, brands can boost them as ads to segmented audiences.
This can be done for current customers and previous visitors.
What is better than collecting data with fun and games? Gamification replaces boring and redundant methods. This data can be golden nuggets to weave personalization into brand communication.
Moreover, audiences may enjoy this approach and will look forward to more.
When brands blend it with suitable technology, gamification can lead to an incredible influx of customer data.
4. Personalized Email Marketing
Content that feels like direct communication can be quite responsive. Research says that more than 20% of marketers say that personalization can improve email engagement. This can increase open rates and click-through rates and eventually amplify revenue.
Personalizing the subject line and the email content can be fruitful. However, determining the email frequency is also substantial to ensure consistent engagement.
Brands can segment their audiences to target them for relevant email campaigns. These campaigns can be sent to communicate offers, webinars, seasonal discounts, etc.
Blogs must be aligned with the SEO strategy while being relevant to users. This calls for relevant keywords, key phrases, and navigation improvements for mobile devices. Further including targeted images for specific audiences and creating content and resources relevant to industry and niches can work wonders.
Answering the most asked questions builds brand authority and increases traffic.
6. Landing Pages
Besides SEO techniques, website content should also comply with copywriting techniques.
The landing page is a hub that drives purchases through a CTA. Therefore, the content should mention pain points, solutions, and product descriptions that answer why visitors should purchase the product.
7. Mapping Apps
Mapping apps are an incredible way to target users based on their location. This can be helpful for people looking for the nearest solutions—for example: the best Asian restaurants near me.
Apps such as Google Maps not only help with directions but also offer suggestions based on preferences and interests. These can be restaurants, supermarkets, gas stations, etc.
Personalization of Content – Key Takeaways
Prospects are more than conversions. Considering them as human beings with a heart and mind.
Brands should show that they care about their customers, and what better than conversing with them in a personalized tone?
This creates a smoother experience when prospects spend time on the website and as they move further down the funnel. Prioritizing personalization can reap excellent results. Marketing encounters multiple challenges, but fortunately, personalization can handle multiple of them.
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