Today’s consumers are demanding. They want everything about their digital experience to be relevant, whether in a B2B or B2C context. A personalized content marketing strategy is no longer something that’s “nice to have” but something that is necessary for your business to grow.
Maybe you don’t have volumes upon volumes of content ready to be deployed in a personalized manner, but chances are you can make a real start without having to take drastic measures.
With personalization of digital marketing, you target your content strategy to users based on categories, like who they are, where they are located, why they access content, and what devices they use to access it. The first step is to collect data to understand your users better.
Gather the Data That Will Make a Difference
Your content strategy must be based on real data about your audience. Data about potential customers may come from numerous places, including your normal website analytics and social media analytics, much of which is available for free. For effective digital marketing, you have to know your audience — who they are and what content they want access to.
As one example, Facebook Page Insights offers you detailed demographic data about your Facebook content, helping you track performance and get to know your target audience better. The Overview shows you how well individual content pieces resonate, and how their reach breaks down day to day.
You are also presented with organic versus paid “likes,” plus data on how many times your page was liked according to where likes happened.
You’ll learn how many people have seen your posts, how many times page tabs were visited, and actions people took on your page. Facebook Insights also shows you days and times fans are online and average engagement for different types of posts. And its “People” information breaks down your fan base by gender, city, country, and language.
It’s also important to look at data over time so you can see trends and personalize your digital marketing further based on them. Another technique you might try is to deliver snippets of content with links to more in-depth content.
Marketing automation tools can monitor which of these is most successful, allowing you to fine tune your content strategy based on solid numbers. You could also use your site and page analytics to learn which pages your subscribers visit most and then automatically create personalized emails based on this data.
Consider Adaptive Content
Adaptive content is essentially what it sounds like: content that’s designed to adapt to the needs of your customer in terms of substance and context. It contains variations that allow it to be delivered differently for different user situations. Adaptive content can be fed into responsive Web layouts and can be used by other apps as to deliver personalized artwork, links, recommendations, and offers.
It sounds like a major undertaking, and it is, but you may be able to take steps toward adaptive content with the tools and content you already have. For example, segmenting your visitors into categories by geographic location, device, or whether the visitor is new or returning is a start. Based on this and other user information, you can make educated inferences about their goals and what content they might need and present relevant content via welcome screens, customized product selections, or other on-site resources.
Create Content for Targeted Email Marketing
The content you use in targeted email marketing can be broken down into product information, answers to questions, how-to information, product insights, and customer reviews. This information can be segmented according to individual characteristics such as geography, how new the visitor is, and which pages they have visited.
You don’t have to create separate content for every visitor. Rather, you curate content on a personalized basis, and this will become easier as your audience data paints an increasingly accurate picture and as your overall base of content grows.
One way to start could be by allowing email list subscribers to choose specific email newsletters with content curated from one blog category. As you determine what’s most effective, you can branch out, allowing users to, for example, select multiple categories or topics they want to follow with personalized email digests.
A personalized content strategy is expected today. While it may sound overwhelming, there are numerous ways small and medium-sized businesses can inject personalization into their digital marketing strategies without major upheaval or expense.
If you would like to learn more about developing a personalized content strategy, we invite you to contact Digital Current and schedule a consultation with one of our strategists to help your marketing efforts deliver maximum value.