Highly Personalized Content: Is This the Future of Marketing?
If content is king, then personalized content is the emperor of content marketing. That’s because personalized content delivers a unique and customized experience to each individual who encounters it. According to a study by Accenture, 74% of consumers find living profiles valuable.
So what exactly is personalized content? And should you use it in your digital marketing strategies?
We’ll cover all of that and more in this blog post.
What Is Personalized Content?
Personalized content is content that’s been specifically tailored to an individual based on their interests, needs, or previous interactions. In other words, it’s content written with a specific person in mind.
You can see how personalized content can be created for just about any type of business in any industry. And when it’s done right, it can be highly effective.
How Is Personalized Content Used?
Personalized content can be powerful, but only if you know how to use it. You want to ensure that your personalization is targeted so it can encourage a positive reaction from your audience.
But how can you do that? There are different ways to personalize your content based on several demographic factors. We’ll explain them in more detail below.
One way to personalize content is by gender.
Imagine you sell men’s and women’s clothing on your online store.
You could send each customer a personalized email after they make a purchase, thanking them for their order and suggesting other items they might like based on what they bought and their gender.
If you’re unsure what gender your customers are, you can always ask them when they sign up for your email list or create a profile on your website.
Age is another factor you can use to personalize your content. Like with gender, you want to ensure that your content is relevant to your audience’s age group.
For example, if you have a blog about parenting, you want to write content relevant to parents of young children. But if you have a blog about retirement, you want to write content relevant to seniors.
Location in the Sales Funnel
You want to ensure that you’re sending content relevant to where your customers are in their buyer’s journey.
One way to do this is if you have a blog about a skill such as gardening, you’d want to write content relevant to people who are just starting to get interested in gardening.
But if you have a blog about advanced gardening techniques, you’d want to write content relevant to people who are already familiar with gardening.
Geographic location is another factor you can use to personalize your content. This is especially relevant if you have a brick-and-mortar business.
For example, if you own a restaurant in New York City, you’d want to write content relevant to people who live in or near New York City.
But if you own a restaurant in Los Angeles, you’d like to curate your content for those living in or visiting LA.
Whenever a company wants to create personalized content for an individual, it will use purchase behavior as one of the leading indicators.
This simply means looking at what someone bought in the past to make content recommendations for them in the future.
For example, suppose someone buys several tech products from a specific brand. In that case, the company may want to target them with content that promotes similar products. Or, if someone generally buys more expensive items, the company may want to target them with content geared towards upselling and selling more expensive items.
There are other factors you can use to personalize your content, such as:
- Job title
But these are just a few examples of how you can do personalized content marketing. The important thing is to make sure that your content is relevant to your audience.
Types of Personalized Content
Now that you know how to use personalized content, here are some content marketing ideas that you can use for personalized marketing:
Social Media Ads
Social media ads are a great way to reach potential customers with personalized content. Here are some examples of how you can use social media ads for personalized content marketing:
- Facebook Ads: You can use Facebook ads to target specific groups of people based on interests, demographics, and even purchase history. This makes it easy to create highly personalized content that will resonate with your target audience.
- Twitter Cards: With Twitter cards, you can include rich media in your tweets, which makes them more eye-catching and engaging. You can also use Twitter cards to promote special offers or discounts, which can be a great way to personalize your content marketing strategy.
- Instagram Sponsored Posts: Instagram sponsored posts are a great way to reach out to potential customers with personalized content. You can target specific users based on their interests and demographics and even include links to your website or online store.
If you’ve ever used a GPS-based map app, you know how valuable personalized content can be.
Whether looking for the nearest coffee shop or the quickest route to your destination, these apps provide the information you need based on your current location.
The content of your email should be personalized to the recipient whenever possible.
That means using their name, referencing their previous interactions with your company, and tailoring the content to their specific needs and interests.
Email personalization can be as simple as adding a recipient’s first name to an email’s subject line or body. But you can also get more sophisticated, using data from your CRM system to segment your email list and send targeted content to different groups.
Personalized emails are more effective at driving engagement and conversions than generic emails.
How Will Personalized Marketing Benefit Your Business?
There are many reasons why you should use personalized marketing for your business. Here are four ways personalized content marketing can benefit you:
Personalized marketing can help increase conversions by allowing you to speak directly to your target audience. This means they’re more likely to take action after reading your content.
Connect With Your Customers
When you use personalized marketing, you can connect with your customers more deeply. This connection can lead to customer loyalty and repeat business.
Encourage Engagement and Feedback
Personalized content is more likely to encourage engagement and feedback from your customers. This feedback can help you improve your products or services.
Retains Your Customers
You’ll keep your customers engaged and coming back for more by providing relevant and targeted content. Additionally, customers are more likely to share personalized content, which can help attract new customers and grow your business.
Final Thoughts: Is It the Future of Marketing?
As we’ve seen, personalized content is one of the most powerful tools in a marketer’s toolkit.
It can increase engagement, boost conversions, and create customer loyalty. By understanding your customers and what makes them tick, you can create content that speaks to them on a deep level and resonates with their needs.
To take full advantage of this powerful tool, it’s essential to understand the different types of personalized content and how they can be used. Luckily, we have plenty of resources to help get you started.
So what are you waiting for?
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epIQ Creative Group drives demand to your brand! We deploy our multi-channel marketing system that focuses on delivering smart messaging and value to your audience. Our method includes a mix of content creation and distribution, outbound personalized and targeted messaging, and effective social media management. The epIQ method increases the velocity of pipeline growth for brands of all industries looking to scale and drive demand to their brand.