People have different reasons why they visit your site. Some are there for the products, others are there for the content, and a few may have just stumbled across your site by accident. Content personalization is a vital part of the buyers’ journey is one of the Top 3 Content Marketing tools to focus on in 2021.
With millions of sites on the internet today, it’s not surprising to have multiple sites with similar content. Due to this site visitors find it difficult to separate one from the other. It isn’t easy to mark the internet if your content does not appeal to people because they’re not unique enough. Content personalization is your solution.
Content personalization defined
Personalized content is tailored content specific to the different types of consumers based on the personal data. Some of the information includes location, ads they’re interested in, search queries, purchase histories, and others. Content Marketing Institute described content personalization as an approach that depends on visitor data to make relevant content based on audience interests and motivation. Personalizing content isn’t a new marketing trend, but it will always help brands build trust with their consumers.
Data is key to content personalization
The good personalization strategy uses analytics to meet the needs of every individual. You use the data in determining what the customers need, what their intentions are at a given moment, and how they’ve engaged with your brand in the past. The more data you have, the more specific and personal your contents will be. While you want to personalize your content, it’s equally important to keep it subtle and invasive.
Content Personalization examples
There are different ways to personalize your content to better cater to your consumers’ needs.
About 68% of marketers use segmentation to personalize their content. Marketers target their prospects using several variables like industry, department, title, geography, gender, age-range, behavior, and more. It’s best to create a template content where 80% is similar. After that you can then recreate this base content in different versions depending on the segments you are aiming for. Segmentation increases the relevance of your emails and improves your website’s engagement.
Persona-based Content personalization
This kind is a step further into segmentation. whereby content is segmented based on each persona’s characteristics. Though, It is more data-driven and is based on website activities, purchase history, demographics, and more.
Retargeted ads on social media
Marketers use social media platforms to deliver personalized content. For example, Facebook makes it easier for digital marketers to share the posts and boost their messages to specific audiences based on age, gender, interests, and others. Though Facebook has said that retargeting ads are a good option if you have previous information on your audience using your CRM.
The goal of personalized content isn’t just to grow your audience list and increase your sales. Remember that it’s also about connecting more to your audience. The digital age has increased peoples’ expectations towards content and experience. With personalized content, you can be more accustomed to what your audience needs and improve your strategies to make the buyers’ experience more unique to every individual.
It’s true that many brands claim to be experts in personalized content, but only a few are using it on their sites. Try to have the right plan and establish it before you start content personalization.