What is Personalized Content?
Personalized content or content personalization is a strategy to create and present the targeted contents focusing on the audience specification based on interest, behavior, and other individual criteria. That makes the marketing message that actually demanded by such an audience group.
In order to turn potential customers into leads and acquired leads into conversions, personalized contents are at best to serve content marketing goals. Whereas all the contents out there are focusing on reaching the mass audience, your approach to reach the specified audience aka niche with maximum interest can change the marketing game in your favor.
Importance of Content Personalization
Personalized content is dynamic and flexible content forms that keep changing its size and shapes according to the audience’s interests. Also, that are created uniquely considering the end-users’ information needs and the best solution for their individual requirements.
Businesses can create personalized content in multiple forms such as informative to transactional blogs, landing pages, case studies, whitepapers, images, infographics, tutorials, training, and all.
Better for Competition
First and foremost reason to create personalized content is to get ahead in the competitions. Why?? Because in the time, every your competitors are focusing on general needs for marketing and selling, then your approach to present the customized content can change the game.
Personalized content is a better option to make your content more unique in the market and be foundable to the right audience. The audience likes to interact with the brand and its’ offers which are tailored and dynamics as per the actual needs. After all, if everyone have the same things, they will buy from anywhere else. But personalized content for tailored solutions is a thing to make a Brand name separate in the market.
Target the Audience needs Better
As you know that personalized content being created with an audience’s interest first. So and so the audience can interact with the message even better. Understand this way, today’s audiences are smart and resourceful enough due to easy access to the information. They exactly know what they need and where they can find that.
But in the market, where every company is focusing on the general audience such a targeted audience can’t find the right choice they need. And here personalized content can help you to meet their customized needs and present with the right solutions.
Successfully Generate Qualified Leads
Due to targeting the right target audience and their actual needs, personalized content can generate the most leads. Not only just random leads But the prospects who have a solid buying intent in the offers. Furthermore, such qualified leads are worth a business time and time investments in marketing efforts.
If you are also facing the issues of converting the leads into actual sales, then personalized content worth a try. Also, it can successfully reduce the leakages in MQL to SQL leads-phase. Marketing and sales teams, both have combined efforts in designing the dynamic content, and that improves the qualified lead ratio.
Improved Conversion Ratios
Talking about any lead generation campaign, targeted content creation is the key to making a successful impact. If you are running any paid campaign, you know that targeting the audience is possible and so the personalized content creation. All here you have to understand the audience and create the contents that are engaging enough for them.
But in the case of the website conversion through organic traffic, your current traffic stats help. You can follow the analytics traffic data provided on your site, for creating the personalized content. Knowing the audience’s insight via demographics, technological, geographic, and other stats, you can easily find your potential audience. Contents that are created or optimized focusing on such audience data results in more on-site conversions.
Not only from a sales perspective but also from the branding viewpoint content personalization is something your business needs. Personalized contents help your business to create unique in the market and create a unique brand identity. You can find the increased brand authority and mention of your business in the market after personalized content.
Understanding and focusing on a specific niche or target groups, help you create your brand authority in a particular niche. Where every other company are having standard solutions to every audience and so the contents. But your customized approach to providing tailored information plus solutions is something they looking for. In the long run, that generates your brand authority in the industry you are operating.
Funnel Based Contents
Similarly to intent-based marketing strategy, you need to create several pages and posts separately, you better have the content that also focuses on the individual’s needs. And that’s where content personalization comes into play. Rather than having one content for all, it focuses on the provide intent-based content to the audience.
For that first, you need to understand the specific buyer’s journey they are in. Creating content focusing on funnel stages is the best way to make effective marketing messages. As this is an optimum way to reach the potential audience with the right information. The information, they need to make the next decision and personalized contents are the way of it.
Related: Guides on Content Marketing Funnel
How does Content Personalization Work?
At the time, when most companies are following content marketing in regular business and focus to reach the mass audience, content personalization becomes essential. Those companies, targeting the general audience while creating content, later on found in searching for problems with their strategies.
Content personalization relates to creating and providing the relevant piece content for the defined audience group. That’s where most companies fail in content strategies, there approach is to target all the general audience as possible.
Whereas in the concept of personalized content, you focus on the information needs of the particular audience and group. Depending on that interest group, you create the content likewise. Even that’s also acceptable by the content consumers, to find the tailored solutions they have been seeking.
Find or create the potential buyer’s profile and platforms they are using are the pillars of content personalization. Here you find the audience first and the online platforms you most likely to find them, based on that you create the personalized content that serves its purpose well.
Personalized contents are quite successful content that targets the audience’s needs and the audience itself. There are no one-size-fits-all, in today’s market environments. You have to focus on your audience first and create purposeful posts for them accordingly.
In the information era, where information is easily available and the audience has many options to buy from, you cannot rely on general contents. You need to provide the tailored information first for the customized solutions that potentials buyers need.
We are in the time, when every business is online and promoting their brand using the contents and it’s your approach to present the content helps you achieve all content marketing benefits. Of course, you can use social media ads to reach the target audience and promote your tailored solution to them, but don’t think that always cost money to follow that.
You can follow the marketing approach to prepare the content based on your potential visitors on site. For that, all you need is to have a clear idea of what keywords they are using to find the information and then create the content with the solutions they seek. And that is the best way to reach your marketing efforts to full potentials.
Indeed, Personalized content that’s what you need there, every time. Are you facing any issues with content creation, feel free to contact us. We are here to help you with the best content solutions you need, and of course, content personalization is a part of it.
Ketan Parmar, a content strategist and founder of Wordzyx, a content strategy agency from Ahmedabad. Currently working with small businesses and startups, Ketan contributing their Business growth via content strategies plus website optimization, through own proven marketing experiences. He’s on a mission to promote content marketing as an Investment for a business, rather just advertising costs.
Read something more about, Ketan parmar.