Page 25 - The Ultimate Guide to Content Marketing

Personalization

In 2015, Gartner predicted that companies Write personalization into your content mar-
heavily invested in personalization would keting strategy. This means looking at your

outsell their competitors who lack personal- marketing technology to make sure you
ization by 20 percent. Today’s content mar- are capable of offering better personalized

keters need to be thinking personalization content. It also means getting personal and
when developing their strategy. Personal- taking the time to understand customer

ized email offers, content sequencing, prod- needs through both customer data and old
uct suggestions, landing pages, and other school feedback.

types of personalized content are what cus-
tomers expect today. Ann Handley, Chief Content Officer at Mar-

keting Profs shares a great example of a
With the help of the right marketing automa- small business that’s mastered content sim-

tion platforms, marketers are using machine ply by asking their customers questions and
learning and predictive analytics to tailor creating content specifically for his audi-

content for both individuals and buyer seg- ence.
ments, which creates a better experience.

She says, “Yale Appliance redeployed al-
Let’s face it, customers are more likely to walk most all of its marketing budget away from

away and write your brand off in their minds advertising. His [Steve Sheinkopf] content
if they are exposed to one or two pieces of strategy has been extremely effective, and

content that aren’t relevant to them. With he’s done it by simply answering his audi-
so much content out there today, only what ence’s questions … The reason why he’s kill-

really matters to them will get any attention. ing it is he looks at his data, he figures out
In one Marketing Insider Group and One- what his audience needs, and he creates

Spot survey, 45 percent of consumers said content that meets his audience’s needs.”
they won’t spend time with a brand that’s

not relevant to their interests. 42 percent are
less interested in a brand’s products or ser-

vices if the brand’s content isn’t personally
relevant.

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