Different strokes for different folks. This familiar adage is perfect for summarizing what it takes to have a rockstar personalized content marketing strategy in today’s digital age. But how do you make sure that Tony from Texas understands the relevancy of your products while also ensuring that Brianna from the Bronx feels a connection to your brand as well?
Personalized content attempts to do what even the most seasoned politicians have a challenge doing: curating messages to various audiences by identifying unique customer needs and diverse personas. Here’s a few ways brands personalize content for optimal engagement and leverage data to create individualized customer experiences.
Use marketing automation tools to help reach customers.
Automation tools supercharge marketers’ ability to be highly effective in reaching out to customers. It helps to visualize each customer journey and present individual marketing processes around them. These processes around the customer journey enables marketers to gradually refine how audiences are targeted and leads are nurtured.
Use personas to segment email database.
Although it would save money and time if companies had just one customer type, the nuances of today’s super-informed buyers doesn’t allow for a one-size-fits-all approach. Segmenting the audience is essential to any content marketing strategy because it ensures marketers are sending personalized, targeted messages to the right groups. Customers will respond better if their interests are acknowledged and incorporated into communications they receive.
Develop messages with the right strategy in mind.
Personalizing content for optimal engagement is more about content strategy than content creation. Check the current inventory of content and decide when and where to deliver that content. Often, brands feel like they need more content, when what is actually needed is savvier distribution and placement. Personalizing content can be as simple as tweaking calls to actions and website headlines to draw certain audience segments. A single piece of content can be used for multiple segments if the encompassing messaging is personalized.
Leverage data that provides insight into company attributes.
For companies to experience successful personalization, robust analytics are needed that doesn’t just measure clicks and page views, but also looks at each key target and segment separately to measure how they are behaving on the site. Throughout the implementation of personalization solutions, analytics will remain a vital element of the process, as it provides an accurate understanding of what’s effective with each group based on the content they consume.
Ultimately, personalizing content is all about using the data you gather to become better acquainted with your audience and delivering what they want. There’s a reason why Baskin Robbins has 31 flavors. If you’re ready to see your online conversions and revenue reach new heights, contact us today to connect with our expert content strategists.