Just like how the local bakery in a small town used to know everyone's favorite pastry, or how the neighbourhood bartender knew exactly how to mix the perfect drink for each regular, tailored experiences have always left a lasting impression. This rings especially true in the digital age, where customers are bombarded with generic content and advertisements on every platform. To stand out from the crowd and truly connect with your audience, personalized content is more important than ever.
Personalized content is any brand messaging that creates a unique, targeted experience using specific data and information about the customer. Audiences expect an increasingly customized experience when interacting with brands — especially brands that they frequently engage with. They want to feel important and valued and not like an anonymous face in the crowd, so marketers use data to create content that is catered directly to individual customers. A classic example is using a customer’s first name in an email subject line to encourage them to open the message, but this is no longer enough. Customers want more personalization and connection.
Providing Value to Your Customers Through Content
"Value Content is like a refreshing glass of lemonade on a hot summer day, quenching your customers' thirst for knowledge and leaving them wanting more".
Here are the top 5 outcomes for personalized content creation:
1. Improved Engagement: Personalized content can lead to higher engagement rates as it resonates better with the target audience. Customers are more likely to engage with content that speaks directly to them and their needs.
2. Increased Conversion Rates: Personalized content can also lead to higher conversion rates as it helps to build trust and credibility with the customer. When customers feel like a brand understands their needs, they are more likely to make a purchase.
3. Better Customer Experience: Personalized content can help to deliver a better customer experience by providing relevant and useful information. This can lead to increased customer satisfaction and loyalty.
4. Competitive Advantage: By creating personalized content, marketers can differentiate themselves from their competitors. Personalization can help to create a unique brand identity that resonates with customers.
5. Improved ROI: Personalized content can lead to a better return on investment (ROI) as it helps to target the right audience with the right message. This can result in more efficient
marketing spend and better business results. Collecting Necessary Data
1) Understand Your Audience
Before you personalize content, it’s important to know who you’re personalizing it for. Segment your audience by separating them into different categories and serving each group the content that is best suited to their demographic and needs. Some common examples of audience segments include: Location. This is an easy place to begin understanding your audience since you can use their location to provide relevant content. This can be as simple as delivering climate-specific content depending on where a customer lives. Age. Use your customers’ ages to understand what kinds of shoppers they are and how to serve them better. For example, if you’re targeting older shoppers, you may encourage them to visit you in-store, whereas content targeting younger shoppers might focus on an online checkout process. Position in the customer journey. Speak to potential customers differently than you do to repeat customers. The language you use plays a large role in their personalized shopping experience. Be careful not to over-categorize your audience. Being too specific is actually counterproductive and makes it harder to provide personalized content. For example, segmenting by age ranges can be useful but trying to use exact numbers is complicated and unnecessary.
It's not difficult, as a starter:
Get marketing and customer service teams together. Let your content team learn about pain points and common questions from those who have direct contact with customers.
Listen to your audience: Customer focus groups let you gather feedback on brand messaging, content, and campaigns. You can also use surveys, reviews and ratings, support tickets, and social media comments to learn what your audience needs.
Study analytics: Look at engagement metrics to determine which content users interact with most, which content doesn’t get attention, which channels are used during different stages of the buyer’s journey, and more.The more data you can collect, the more personalized and effective your content can be.
During a November 2022 survey carried out among professionals involved in content marketing, around 77 per cent stated that they used Google Analytics to measure the performance of their content marketing activities; 39 per cent said that they used Adobe Analytics for this purpose. Parse.ly came third as the most used measure tool - with 30 per cent of content marketers relying on it.
Important data points include: 1. Purchase history. Knowing if they’ve bought a product or service from your business in the past can offer insights about what they may be interested in next. 2. Traffic history. Understanding how a customer arrived at your website provides insight into their interests. This includes touch points such as keyword searches, whether they landed on your page from social media or another website, and more. 3. Customer behaviour. When customers arrive on your site, look at what pages they navigate to first, what they click on, and what they seem to be interested in. This helps you personalize content along the buyer journey in general, and it provides specific data about what each contact might need next. 4. Interests. Ask the customer directly what they’re interested in via email surveys, pop-up quizzes, and social media posts. This direct feedback will ensure your personalization efforts are accurate. 5. Demographics. To collect even more information about your consumer, you’ll need specific data from them. The information you get will depend on your customers.
2) Plan a strategy and start creating personalised content
Once you have a good understanding of your audience and have collected the necessary data, it's time to plan your strategy and start creating personalized content. Here are a few steps to get started: 1. Set clear goals and objectives for your personalized content strategy. 2. Define the key messages and themes that resonate with your target audience. 3. Create a content calendar to ensure a consistent flow of personalized content. 4. Use AI-powered tools like Yarnit to ideate, write, design, audit, and publish engaging content. 5. Test and iterate your personalized content to optimize its effectiveness. 6. Monitor and measure the performance of your personalized content using analytics. By planning and executing a well-defined strategy, you can ensure that your personalized content resonates with your target audience and drives desired outcomes.
Types of personalized content with examples
There are various types of personalized content that you can create to engage and connect with your audience. Here are a few examples:
1. Personalized emails: Use the recipient's name, past purchase history, or browsing behaviour to tailor the email content and recommendations.
2. Blogs: Creating blog posts that address customer concerns and assist them in making well-informed decisions is crucial.
3. Social Media Content: Social Media plays an important role in content personalization. Create content that helps make your customers become better at their jobs. Understanding what your customers love to interact with and the tone they appreciate can help you refine your content further.
4. Dynamic website content: Display different content based on the visitor's preferences, location, or previous interactions.
5. Personalized product recommendations: Suggest products based on the customer's past purchases, browsing history, or similar customers' preferences.
6. Customized landing pages: Create landing pages that speak directly to different audience segments, highlighting their specific needs and interests.
7. Targeted social media ads: Utilize data from users' demographics, interests, and online behaviour to deliver highly targeted advertisements that resonate with their preferences.
8. Interactive quizzes and surveys: Engage with customers by offering personalized quizzes or surveys that gather valuable insights about their preferences, allowing you to tailor your offerings accordingly
9. Behaviour-triggered emails: Send automated emails triggered by specific actions or behaviours, such as abandoned cart reminders or follow-up emails based on previous interactions.
These are just a few examples, and the possibilities for personalized content are endless. The key is to leverage data and insights to create content that speaks directly to each individual customer and their needs.
Personalized content has become increasingly important in today's digital landscape. Customers expect brands to deliver tailored experiences that cater to their unique needs and preferences. By understanding and segmenting your audience, providing value, and collecting necessary data, you can create personalized content that resonates with your target audience and drives desired outcomes. With the help of AI-powered tools like Yarnit, you can streamline the process of creating, managing, and optimizing personalized content. So, take your content to the next level by embracing personalization and delivering engaging experiences to your customers.