Do you know that 81% of marketers consider content a core business strategy? Doesn’t that reveal the true power of content? One of your main goals as a marketer is to produce content that resonates with your target audience. But with the vast amount of content out there, how can you ensure that your content stands out and is engaging? The answer to that is the use of personalization.
This blog post will show you the types of personalization used and how to create personalized content effectively.
Table of Contents
What Is Personalized Content?
Personalized content refers to content tailored to the specific interests, needs, and preferences of an individual reader or viewer.
This could include anything from recommended articles and videos to personalized ads and product recommendations. Personalization is possible through data collection and analysis. Also, by understanding what someone has clicked on, liked, and shared in the past, we can make informed guesses about what they might want to see in the future.
While some people worry about the implications of data-driven personalized content, others find it helpful and convenient.
Why Is Content Personalization Important?
In a world where there is an overwhelming amount of content available, content personalization has become increasingly important. We can provide a more relevant and engaging experience by tailoring content to the individual. This is especially important when it comes to marketing, as it allows us to target our audience better and ensure that the right people see our message. Personalization can also help build trust and loyalty between a brand and its customers. Customers are likely to stick around when they feel you are treating them as individuals.
Content personalization, when done correctly, can be a powerful tactic for any business. It allows us to target our audience better, build trust and loyalty, and provide a more relevant and engaging experience. It undoubtedly is important to win at content marketing.
(Read about the importance of content marketing).
Factors Involved In Creating Personalized Content
Content personalization considers a few factors, and you should know them well. Here you go,
1. Stage in the Sales Funnel
The stage in the customer journey is an essential factor to consider when personalizing content.
For example, if someone is in the awareness stage, they will be interested in educational and informative content. On the other hand, someone in the decision stage will be more interested in persuasive content that highlights the benefits of your product or service.
Some experts believe it is more important to personalize content for users who are further down the sales funnel, as they are more likely to be ready to purchase. Others believe that all users should be targeted with personalized content, regardless of their stage in the sales funnel. There is no right or wrong answer, and the best approach may vary depending on the situation. However, personalizing content for users further down the sales funnel is more likely to result in conversions.
Read about the content marketing funnel.
2. Purchase Behavior
Understanding purchase behavior can help you create more personalized content and improve your marketing strategies. By understanding what factors influence purchase decisions, businesses can better tailor their content to meet the needs of their target audience.
For example, when a business knows that its target audience is likely to purchase products on sale, it can personalize its content to include more information about sales.
Conversely, suppose a business knows that its target audience is likely to purchase products that other customers highly rate, it can personalize its content to include more customer reviews.
In either case, businesses that take the time to understand purchase behavior are winners. They can use that information to improve the effectiveness of their content personalization efforts.
3. Incoming Traffic
Knowing about incoming traffic benefits content personalization because it allows you to target your content better.
When you know about the traffic coming to your site, you can better customize your content to appeal to your audience. You can also ensure that your content is timely and relevant, which can help keep people coming back for more.
Ultimately, it can help you fine-tune your content strategy and ensure you’re reaching your target audience.
(Read about content promotion strategies).
5 Types of Personalized Content
Here are the 5 real-life examples of personalized content that most businesses use to get the attention of potential customers.
1. Interactive Quizzes
Interactive quizzes are an increasingly popular type of personalized content. They offer users a fun and informative way to interact with a brand or product while giving brands a chance to learn more about their customers. With interactive quizzes, brands can use the answers to provide more customized content and experiences to their customers, which can help build customer loyalty and trust.
2. Retargeted Ads on Social Media
Retargeted ads on social media are personalized content because they take advantage of the user’s browsing history and online behavior to provide specially tailored ads based on the user’s interests. This type of advertising is often more effective than traditional ads because it is more likely to appeal to the user, providing a more personalized and focused experience that the user will find more engaging and relevant.
3. GPS-Based Map Apps
GPS-Based Map Apps provide detailed maps of any given location and information about traffic, public transportation, restaurants, entertainment options, and other points of interest. They help target the audience based on their location. With the ability to easily search and navigate unfamiliar locations, GPS-Based Map Apps provide a personalized experience for the user.
Gamification allows users to customize their experience by setting goals, engaging in challenges, and competing for rewards. It also allows users to personalize the content they are exposed to and gives them a sense of ownership and control over their journey. Businesses can use this technique to gather details and understand customers better. This type of personalized content leads to higher user satisfaction and motivation.
5. Personalized Emails
Personalized emails are a great way to engage with customers and drive more conversions. Using customer data, you can tailor emails for each recipient, allowing them to feel seen and appreciated. Marketers can create more targeted campaigns that drive the desired results by including content that resonates with the customer. Additionally, personalized emails have higher open and click-through rates.
That brings us to the end of the list. You will find use of the above in content marketing for SaaS.
Also read about content marketing benefits.
How To Personalize Your Content?
Here’s a look at what you need to do to personalize your content,
1. Say something different
No matter what type of content you create, it’s essential to make it your own. That means adding your voice, experiences, and perspective to say something different from the rest. It also means being creative and thinking outside the box. If you’re struggling to find ways to personalize your content, here are a few ideas:
- Share a personal story that relates to your topic.
- Use humor to add levity to your content.
- Be honest about your own experiences and views.
- Be controversial or take a contrary view on a popular topic.
- Use images, infographics, or videos to add visual interest to your content.
2. Provide different content to each visitor
If you want to provide different content to each visitor to personalize your content, there are a few things you need to keep in mind.
First, you need to have a way to track each visitor’s preferences and interests. You can do this through cookies, tracking codes, or other methods. Second, you need to create content that appeals to various interests. That means having a mix of articles, videos, and other types of content marketing formats.
And finally, you need to be able to quickly and easily update your content to reflect the latest changes in each visitor’s preferences. If you can do all that, you’ll be well on your way to providing relevant content and a personalized experience for each one of your visitors.
3. Be genuinely interested in your topic
If you’re not genuinely interested in your topic, your content will reflect that. Your audience can tell when you’re not authentic, which will turn them off. So, if you want to personalize your content and make a connection with your audience, make sure you’re genuinely interested in your topic. Write about something that you’re passionate about, something that you care about. When you’re passionate about your topic, it will shine through in your writing, and your audience will be able to tell.
4. Evoke emotions
People are more likely to remember and engage with content that makes them feel something. So, whether you’re trying to make your readers laugh, cry or think, it’s vital to infuse your content with emotion. Of course, this can be challenging, and it’s essential to strike the right balance. Too much emotion can come across as manipulative or heavy-handed, so it’s crucial to find a way to add emotional resonance without being over the top. But if you can find the right proportion, your content will be more memorable and impactful.
5. Be conversational
If you want your content to be more personal, you need to be more conversational. That means writing the way you speak, using contractions, colloquialisms, and first-person pronouns. It also means using questions and exclamations to engage your reader. When you write conversationally, your readers will feel like they’re having a conversation with you, making them more likely to trust and engage with your content. The goal is to sound like a real person, not a corporate robot.
6. Focus on storytelling
If you want your content to stand out, focus on storytelling. Stories are a powerful way to connect with your audience and make your content more personal. You give your audience a chance to see the world through your eyes when you tell a story. They can experience your emotions and gain a deeper understanding of who you are and what you’re all about. And when your audience feels connected to you, they’re more likely to keep coming back for more. That’s why customer experience matters.
Read our blog post on all about content marketing.
Focus On Creating Personalized Content To Increase Conversion Rate
Remember that personalization is about more than just adding a person’s name to your content. It is about going deeper and creating a connection with your audience. You have to attempt to provide them with targeted content. This requires effort from your end as a content marketer, but ultimately it will be worth adding to your content marketing strategy.
By following our inputs, you can see a steady increase in conversions as you add a personal touch to your content that relates better to people. When that happens, don’t forget to thank us!
So, get out there and start creating!
Before you leave, do read our content marketing guide.
Content personalization involves customizing content based on location, browsing history, and preferences for a given user. You display content tailored to their interests. It offers a personalized experience to users.
Content personalization ensures that consumers get the most relevant, engaging, & helpful content. This helps create solid connections with their customers & build brand loyalty. Companies can also measure the success of their content marketing strategies.
The main challenge of personalized marketing is that it requires significant research, analysis & creative work to craft tailored content. You also have to measure results and adjust the strategy. You’ll waste resources if you do it wrong.