Content Marketing

Personalization in content marketing has proved to be successful for quite some time now. We see it with online stores and even Netflix, where users are provided with recommendations based on their purchase history or viewing history.

Every day marketers no longer see personalization as an option. Today, most of them see it as a necessity for content marketing.

There are many ways marketers and online business owners can use personalization to improve their content marketing.

Can Content Personalization Really Help Improve Content Marketing?

The short answer here would be yes. Personalization is more than just using a customer’s first name in an email or a pop-up message. Personalized content marketing services can be utilized to earn customers’ trust while working towards achieving your goals.

It wouldn’t be wrong to say that personalization is a strategy all on its own. A content marketing strategy that can be used in many different marketing channels. These can include blog articles, social media posts, headlines, CTAs, and even search engine results.

Are you still wondering why you should use personalization to improve your content marketing? Another answer would be because 72% of customers say they only engage with marketing content tailored to their interests; in other words, marketing content is personalized.

How to Use Personalization to Improve Content Marketing?

Personalization includes collecting customer data, which is then used to create personalized content. This offers an experience that can help build strong connections with the customers.

Let’s now look at how personalization can improve your content marketing and also customer experience.

Personalized Recommendations

Perhaps the easiest way of improving content through personalization is by offering related recommendations that are personalized for the audience. This strategy has proved to be highly successful.

The best part about this is that this can be automated. Make your product offerings relevant for each user without manually collecting any visitor data. All you need to do is provide prospects with recommended content on your website or content page. It’s that simple.

Personalized recommendations will include posts or products that are similar to the one that the customer is currently viewing. These recommendations would likely interest them or attract their attention, which will, in turn, help you achieve your goals.

You can install plugins that automatically select and display related content. This is especially useful if you’re using WordPress to run your website. Or you could use pop-ups for the audience. Personalized recommendations require minimal effort and help improve content marketing, particularly because it’s not very intrusive.

Conversational Marketing

Conversational marketing is an easy and effective way to personalize and improve your content and increase sales and conversions.

According to a survey, an overwhelming 79% of businesses claim that offering live chat has had a positive impact on their sales, revenue, and customer loyalty. Moreover, 38% of consumers are likely to purchase from a business that offers live chat services to customers and prospects.

So, conversational marketing can definitely help you achieve your goals. But you might wonder how to use content personalization with conversational marketing to improve your marketing efforts?

That’s easy. You can send out personalized content recommendations to the audience when they’re chatting with you. This will improve customer experience and also have a positive effect on engagement.

While many businesses communicate with their audience through live chat manually, you could also automate this process by making use of AI-powered chatbots. These chatbots can understand the visitors’ preferences and make personalized recommendations based on the visitors’ browsing data or preferences.

Retargeting Ads

Retargeting is yet another way of using personalization to improve your content marketing. Google Ads and Facebook Ads can help you with your retargeting ad campaign, which will empower you to reach all those visitors and customers who have already shown some interest in your marketing content.

By using retargeting ads, you can make use of personalization to recommend or suggest content that is related to or similar to the content that the customer had been interacting with previously. Retargeting ads should be designed to attract the attention of users who scroll through your web pages.

This personalization strategy can be very effective as the audience will already be familiar with your website and content. Personalized recommendations will likely be of interest to them. With this, you can improve your content’s views and engagement by getting the traffic back on your web pages.

Teaming Up With Influencers

Influencer marketing has quickly become a very famous and effective strategy. Teaming up with influencers allows you to reach a particular segment from your audience that has shown interest in similar content. This would be the content previously promoted by the influencers you will be teaming up with.

You can further personalize your content, so the influencer’s followers find it interesting or relevant. It is important to note that this strategy does not let you engage with each person in the audience individually. Nonetheless, it can still be a highly effective strategy to help you achieve your goals.

Perhaps the best part about this is that you no longer have to worry about creating content. That responsibility will be delegated to the influencers. However, it is essential to find influencer(s) with an audience similar to your brand’s.

The influencers will promote your content which will help boost the reach and engagement of your campaign. Remember to ask the influencers to create content around your business. They can create content that will be personalized to the interests of their followers. As a consequence, this will personalize your content marketing efforts.

Location-Based Personalization

You take your personalization game to the next level with location-based marketing. This is content marketing based on your audience’s location, which can be extremely helpful if your business goes beyond geographical boundaries.

Think about it, wouldn’t you want to personalize your content marketing campaign based on the location of your audience? Personalization could step in when it comes to product offerings, headlines, languages, images, and so much more.

Location-based personalization aims to make your content more relevant and attractive to the audience in a particular location. As a result, this can help ensure higher engagement from the audience with your content.

You could also send promotional texts or emails based on a particular region’s time to ensure that the right audience receives your emails at the right time. Moreover, you could provide access to GPS locations of your physical stores that your audience might want to visit. 

You can add an interactive element to your content marketing campaign through maps. It would also make it easy for the customers to navigate to the location. Not to forget that location-based personalization in content marketing can also help boost engagement and conversions.

It should be pointed out that location-based notifications can generate a significantly higher engagement when compared to other standard notifications and emails.

Personalization In Content Marketing Makes Customer Experiences More Valuable

It is no secret that today’s online world and social media platforms are filled with great content. Unfortunately, the majority of the content that is available is not of very high quality. Consequently, the audience and the customers have become more selective about the content they engage with. This makes content marketing highly competitive.

However, you can create stellar content that stands out and garners attention by being relevant and valuable to the audience and users. Your content needs to be exciting and attractive; it should answer the audience’s questions. By delivering a quality personalized experience, you can establish a stronger relationship with the audience.

All in all, successful personalized customer experiences through content are those that are relevant, timely, consistent, and convenient. Delivery also matters. Creating content is half the battle, and delivery is the second. By getting your content in front of prospects at the right place and at the right time, you are on your way to delivering a valuable experience that has a better chance of converting prospects to loyal customers.

As we look back at what content marketing has taught us in these past few years and reflect on how things have changed, it would be safe to say that we can expect to see more changes in the future. Technological advancements continue to help marketers understand the audience’s behaviors and patterns.

Final Thoughts

It is true that technology also helps us boost engagement and conversions by making it easy to implement strategies through bots and Artificial Intelligence. One thing still holds true: If you can leverage a content strategy that puts users first and personalizes their experiences, you are more likely to achieve your engagement and conversion goals.

Personalization has become an essential part of content marketing. It can help you amp up your marketing efforts. Work towards keeping a personalized content strategy, and you will be ready for a successful future.