Anything relatable is likely to get more attention! Staying relevant in today’s time is a lot of work. Business strategies, marketing, finance, and website rankings have witnessed competition like never before.
Do customers think your website is new-age ready? Are users finding relevant content on your website in search results? And what is content personalization? We’ll answer all your questions and more, but step-by-step.
The risk of losing a potential customer base can be scary, but not anymore. Improved customer experience and organic traffic are now possible with content personalization.
Let’s get started.
What Exactly Is Personalised Content?
Brands are keen on creating a seamless and meaningful experience for their customers. The first step in doing so is by refining the customer experience strategy.
So how do we improve customer experience when we don’t know what is content personalization?
Personalized content is like delivering the right product to the right person. A theme introduced for modern marketing needs content personalization as the reason behind the success of many popular new brands. Content personalization includes making use of consumer data to deliver custom-made outcomes. Consumers love a customized experience that satisfies their diverse interests. But how can brands efficiently make use of personalized content?
For example, what you see on Netflix or Amazon Prime is exclusively tailored and customized according to what you like. Factors such as your location, what you recently watched, and what you may like appear under suggestions. Learn how your brand can implement similar strategies when we tell you more about what is content personalization.
Why & When Do You Need A Content Personalization Strategy?
Research has shown that about 80% of consumers buy products from a brand that gives them a customized, tailored experience. From shopping preferences to what’s our favorite food, we crave personalization in almost everything. Customers are more likely to approach a product that aligns with their favorites. It is always better to know your customers before you engage with them. Usually, to deliver what the customer wants, brands track customer behavior to understand their predetermined preferences. If you think we’ve answered your questions on content personalization, wait, because there is more.
Content marketing is an integral part of content personalization. If you’re not consistently upgrading or updating your content, you’re going nowhere. According to a recent study, more than 50% of retailers have earned 300% ROI or more because of content personalization strategy. Another report claims that businesses have seen a tangible increase in sales by adopting a more personalized marketing strategy.
Sales and marketing have evolved from what they used to be in the early 2000s. Traditional marketing approaches have taken a setback, and customers are looking for a personalized connection. Don’t believe us? Here is what you should know.
What Are Some Types Of Content Personalization?
If you’re wondering about how to get started with content personalization and if it is new, the simple answer to this is ‘no.’
All the talks on creating personalized content may sound ideal in theory, but is it possible in the real world? Yes, brands are doing it. People have different wants and needs, different style preferences, varying budgets, and considering all these can make your work easier. With the help of cutting-edge technology, businesses can refine their audience base and use resources to their best use.
Brands should leverage online consumer data insights to begin content personalization strategy. The best way to increase conversion rates and sales is by timely surfacing personalized and relevant information to the customers.
Understanding user behavior patterns can help you group them differently. Breaking down your audiences into segments is the first type of customization. What is content personalization without appropriate market segmentation? People are grouped based on their user behavior insights which may include:
- Pages visited
- Buying behavior
- Location data
- Time spent on the platform
- Buying personas
To understand better, group customers by using these four types of customization. Let’s find out more:
Businesses aim for product development and better user experience. Creating relevant ad campaigns based on personalization types can help achieve business goals faster. Demographic personalization is a type of customization wherein factors like age, gender, geography, and language enhance user experience. Identifying the target audience helps provide relevant information.
This type of customization is largely broad and gives an overall estimation of what such users may want.
What Type Of Customer Are You?
To enhance customer journeys, brands must know their customers. The best way to guide your customers in their purchase decision is to personalize the content on search. In their initial stage, creating compelling content to match the buyer’s interest can kickstart your sales. Mapping customer journeys from the first purchase can help customize their future buying experience.
Personalization is the best source of incoming traffic.
What Is Your Buyer Persona?
You must’ve seen customer surveys pop up when you watch YouTube videos. Social network analysis, market studies, and surveys help understand and create buyer personas.
Persona-based personalization can give a deeper insight into customer behavior. It helps brands understand the purchase driving points and customers’ role in buying decisions. This type of personalization is key to addressing customer needs efficiently. You must have often seen brands asking customers for a post-purchase survey. It helps in evaluating the business’s performance and managing customer relationships.
What Is Individual Personalization?
Individual personalization is more of an advanced personalization approach. Customers are tired of one-size-fits-all content. Brands need to optimize data according to each user’s preferences and decisions. Segmenting individual data can be done by AI or machine learning. Brands can use this customization method to retain their customers.
What Are Some Of The Challenges of Content Personalization?
If you think you’ve understood what is content personalization, and not knowing of its challenges, then you’re mistaken. It is also a common debate if letting brands use personalized content is safe. One of the many challenges of content personalization is data privacy. According to reports, Google was subject to controversy over data privacy back in 2019. Companies want to find customer-efficient solutions and often compromise customers’ privacy. Not very long ago, reports stated that companies recorded customers' conversations without their knowledge.
There have been debates on the limits of organizations and consumer rights. Companies must make sure to comply with rules and regulations involving personal information. Any violation of data privacy would create distrust among people. It is in the best interest of companies to ensure customers feel safe. Therefore brands need to take their customers into confidence and make it clear that all information taken from them is legal and beneficial for user experience.
Real Examples Of Content Personalization
Many recognized and well-known industries have been using content personalization. Netflix was one of the first that changed the game on OTT by starting personalized recommendations based on users’ viewing behavior. Another familiar and common platform is Google’s very own Google Discover. A tool that relies heavily on personalization and suggests customized content based on user's previous searches. Content that is unique to the individual is always a game-changer!
For example, if you spend time surfing the internet about movies, you’re more likely to see movie-related news and new movie recommendations on your search engine. Companies use machine learning and algorithms to deliver a personalized user experience. Bridge the gap between your brand and its users by giving them a seamless user experience with a personalized touch.
Content Personalization Is The Next Step Forward!
Personalization will always be in demand. Don’t worry!
Yes, challenges exist, but personalized content strategy is the new market reality.
Your brand strategy will be different now that you’re familiar with what is content personalization. Personalized content will not only help your brand increase sales and engage target customers but also maintain good customer relationships in the long run. Spend more time revamping your brand’s digital content to meet the end user’s needs. Develop a strategy that includes content personalization to increase your ROI. Measure the impact of personalized content using key performance indicators.
If you’re worried about how to find potential customers, learn from experts. Top brands that have excelled in recent times, Amazon, Spotify, and Nike, have used content personalization strategies. It’s time you discontinue old marketing ways and adopt a personalized lead generation strategy from today.