Content marketing personalization is a critical part of any business. For brands looking to improve their conversion rate, one practical option is to focus on the personalization of their content marketing. Statista reports that 90% of consumers find marketing personalization appealing to some extent. Your audience wants to feel that your content connects with them on a personal level. Why would consumers care for a product or service that doesn’t suit their needs? Clearly, content marketing personalization is key to creating relationships with your consumers.
What is Content Marketing Personalization?
Content marketing personalization is a straightforward concept that can elevate you above your competition. If a product or service aligns with your beliefs, values, wants or needs on a personal level, you’ll feel more inclined to make the purchase. This is what content marketing personalization aims to improve.
Marketers then customize messages to apply to an individual’s values and needs in order to pique their interests. It’s about creating an entire experience for the consumer. This strategy keeps consumers engaged from first glance to final purchase. Marketers can make these strategic personalization decisions by utilizing consumer data. Here are some ways you can incorporate personalization into your content marketing efforts.
Customize Based on Referral
One way to engage in content marketing personalization is to customize your content. You can base customization on how your audience member was directed to your page. If a user came to your page from an email campaign, you have immediate access to some of their personal information.
Specifically, things such as their name, demographics and preferences can be used to customize their experience. If a user came from Twitter, you could spotlight quote tweets from your profile. In addition, you could also provide special offers based upon where the user was referred from. As a result, this creates a personalized and unique experience.
Personalize Your Homepage
A customer should be offered a unique experience upon their first visit to your site. New users make up a variety of different profiles and have their own specific needs. When they arrive at your site, it’s your first opportunity to make a connection. There are several personalization techniques for new users. First, you could personalize a pop-up message. Next, you could ask them to join your mailing list or take them to your information page. Above all, use their first visit as an opportunity to introduce yourself and get to know them.
Provide Content and Product Recommendations
Content marketing personalization doesn’t have to use a large amount of user data. It can be as simple as providing the user with content or product recommendations. These should relate to what they are currently looking at on your site. If they are looking at an article or post, provide recommendations at the bottom of the page to give them further information. The same can be done for products. If a user searches for a specific item, give them recommendations that relate to their search. This is an easy opportunity to draw the user in and keep them engaged.
Use Information Strategically
Whether you use user information to customize their first visit to your page or give them product recommendations, don’t overstep privacy boundaries. Moreover, many users want to feel connected to your content but are uncomfortable with the idea that you are collecting their data. Know how much customization is too much.
In conclusion, your content marketing strategy should recognize that your users are more than just numbers, they are people too. Personalization is a great way to provide customers with a relatable experience. Be sure to use their information wisely and you will be able to create long-lasting relationships.
For more information about personalizing your content marketing strategy, visit Burkhart Marketing’s website.
