Personalized content marketing is the next wave of the dynamic web. Find out how you can better incorporate personalization into your own strategies.
Delivering the right message to the right person at the right time is tricky. But existing techniques and new technology are upping the ante in an emerging trend called content personalization. Your content marketing could benefit big time from it — especially if you cater to different audience segments.
Content personalization (or customization — take your pick) is a strategy that relies on visitor data to deliver relevant content based on audience interests and motivations. It ranges from a highly targeted call to action to a revolving landing page based on geographic or industry-specific segments. It’s a user experience shortcut that connects your audience with the information it needs more quickly, enhancing the chance of converting the lead.
For example, B2B marketers targeting professional service firms may use personalization to deliver unique content to attorneys and engineers, respectively. There are countless use case scenarios where the strategy comes in handy. As a content marketer, a thorough audience analysis will help you weigh the value of using the strategy. From placing cookies in a visitor’s browser to simply asking for visitor information, content marketers have a variety of options to help them get started with personalizing their content.
But first, content marketers must understand what makes segmentation thrive....
[Good insight into content personalization strategies ~ Jeff]