Content personalization is offering content that best suits your customers. It is the key to getting near your audience, as personalizing your content reaches your audience more efficiently. After all, the customer is your boss, and it’s not ideal if the customer’s requirements don’t align with your goals. So, how do you personalize your content, and why should you?
According to a recent Forrester report, 96% of marketers believe personalization in content marketing is very important or extremely important. Hundreds of factors can affect your content marketing strategy, such as knowing what works and what does not. How do you know what content resonates the most with your audience? The ideal content marketing strategy will always look and feel different for every campaign or piece of content.
So, what is the recipe for content personalization success? Here are eight things you can follow to get your path to success.
What is Content Personalization?
Content personalization is about giving users the best and most personal experience of the content they view. This includes everything from trying to tailor content to the most relevant topics to optimizing content that works best on mobile devices.
Content Personalization – The Winning Formula
When you do considerable content personalization as a content marketer, you recognize that the secret to small company marketing success is to optimize your website first. This is due to several factors, such as SEO and content personalization initiatives, but it can also help achieve various objectives.
SEO focuses on curating and constructing the best article to rank in the search engine result pages. In contrast, it focuses on sharing genuine, quality content relevant to your visitors. So while these efforts may seem similar at first, they’re two different strategies for reaching the same end goal.
The next challenge comes when you wonder if using WordPress as the platform for content personalization is the best option for integrating it with SEO and search engine optimization. The answer is yes, but finding the best plugins to allow this integration and then using them correctly is not as easy as it may seem.
This is because there are plugins that implement content personalization capability onto existing WordPress websites, but as with anything, you should always have some skepticism. You must read the reviews, look at other plugins’ credentials, and factor in the developer’s experience in the plugin. When choosing a WordPress content personalization plugin, you must look at different criteria.
Industry and Segment
Industry and segment-specific content personalization is the key to converting anonymous visitors into targeted customers, but that’s not where it ends. To prosper in content personalization, you must continue marketing both to your public and private lists. You should start promoting your content to private lists immediately, but you should also market to your public list.
Buyer and Persona
Content personalization focusing on buyers and personas is effective, engaging, and on-topic. A buyer is an ideal persona with whom someone would build a content personalization strategy because they are the type of user or member who would typically engage with the content you create. The content should speak to the buyer’s needs, interests, and attitudes and meet their needs for the personalization strategy.
Buying Phase
To personalize content for the buyer concerning your target industry, the buyer’s persona (either in the buyer’s head or in the buyer themselves), the buyer’s buying journey, and the buyer’s buying experience regarding your offer and product offering, you must personalize content for the buyer that knows what they’re looking for on their buying journey.
You must label and identify each content piece, give them a short title, a key message, and/or UTM, and assign them a content component. This will allow you to segment the content based on where the buyer is in the buying process and the different nature of the content you create.
Targeted Prospect
Creating personalized content for targeted prospect groups is the most effective way to increase lead generation and sales conversions. Not only does this strategy assure that you are targeting the specific group likely to show interest in the content, but it also provides better-quality data and responses.
Lead Generating
One of the key aims of content personalization is to generate leads. It might not happen immediately, and you must learn to improve your strategy as you develop it, but it’s simpler than many people believe. It takes effort, but a few key steps will help you generate more leads and close more sales.
Personalization of content for lead generation involves several stages of analysis. Examine how people will interact with your material. Do people skim the headlines or read the entire story? Do they go straight to the material or skim through a select feed? By following this step, you can ensure that you tailor and optimize your content for search, social media, email, and display.
Intent Specific
Curating personalized content for specific user intent is challenging, but it is not impossible. If you know why someone is visiting your site and what they are looking for, you may provide them with relevant content to their needs. Intent-specific content personalization includes tagging pages with keywords, tagging content by page category, and tagging each piece of content on a site with keywords. Audience profiling involves the analysis of what your audience desires. This includes industry, company size, job function, and disposable income. By doing this analysis, you will know which content works for your audience, and you can personalize content based on your audience’s profiles.
Demographics
Content personalization focuses on demographic information such as the audience’s previous interests, motivations, and behaviors and their desire to act on those interests and motivations. Personalization of content represents each customer’s unique experience, including information based on their current, behavioral, and contextual needs and relevant offers and material personalized to the individual before purchase. Content analysis on social media platforms offers quick insight into what their preferences are.
User Behavior
User behavior is personalized for the content focusing on the commercial goal. With this drive for content personalization, the level of strategy, creativity, and sophistication you may achieve is potentially endless. Machine learning and artificial intelligence fuel this high potential. By taking advantage of these tools, you must not rely solely on human intelligence because computers are now more competitive and useful for businesses.
FAQs
What are the benefits of content personalization?
It increases conversions and makes it easier for the customer to travel through the sales funnel. It also nurtures lead generation and lets new users know about your business.
What is content personalization?
Content personalization is the process of tailoring content to the customer based on their profile or preferences. It consists of using customer data to provide personalized messages and offers based on the interests and behavior of the customer within the customer journey.
How do you measure content personalization success?
You can measure personalization success by tracking the following metrics. Increase in the overall conversion rates, increase in time spent on pages, increase in the number of pages viewed, reduction in bounce rates, and reduction in marketing campaign costs.
How effective is content personalization?
Content personalization is effective in marketing as it implies to the customer how much you value them. Though it consumes time, money, and effort, it pays off in many ways. Gathering relevant information about your leads and marketing will enable you to impress that particular subset of leads.
What is the goal of content personalization?
Content personalization aims to know your customers and their pain points, provide solutions that solve their problems, and make their transition from a lead to a customer.
Summing Up
Personalizing digital content has the power to transform any digital marketing campaign. But what does digital personalization mean, and how does it work? Do you have much money to invest in a digital personalization strategy? An effective strategy should consider multiple elements such as information architecture, content personalization, and the overall experience to get the full benefits.
With such a broad focus, it’s difficult to know whether content personalization is an appropriate tool for your business. Still, with the knowledge you gained from this article, you can understand the concepts around content personalization and learn the tactics you can use to make the most of your online content for your business’s success.
