What is Content Personalization and How can it be Achieved?
In this era of big data, personalization is fast becoming a customer expectation and is now key to building trust with audiences. This does not end with the products you are trying to sell, it also applies to the content you put out on your digital marketing platforms.
What is Content Personalization?
This is a method used in content marketing that seeks to tailor content to specific user needs basing on the user’s personal data available to you.
Attainable information such as the location, search queries, ads they clicked on, website visits, among others are compared against a set of variables, for example, Gender, Age, Location, Type of Device, among others.
Content personalization is a valuable tool for digital marketers who seek to engage customers on an individual and more personal level.
Customer data and technology drive the content personalization process. As technology is getting more advanced, this has refined how content personalization is achieved to suit target audiences and this benefits brands.
Building customer profiles and segmenting your audience is the core of any content personalization strategy. Therefore, having a wide range of customer data to start with makes the process more effective.
Cornerstones of Content Personalization
These are the pillars that you should build your content personalization efforts around.
This is the most crucial part of the content personalization process. It is also relatively easy and therefore many people take it for granted. Capturing data starts with adding the necessary code to the backend of your webpage. From there, you can collect data points like clicks, abandoned website pages, purchase history, and more.
There are many other ways you can collect your customer data,
After you have captured the data, your analytical capabilities will determine how valuable that data proves to be. Through analysis, you will be able to create customer profiles so that you can categorize the audience and provide them with targeted content.
When the data collection and analyzing is done, it’s now time to build your (digital) marketing strategy. The profiles created in the analysis stage is the guide to your strategy.
When these three cornerstones synchronize and work together the highest revenues and return on investment (ROI) can be achieved.
Marketers can use content personalization to improve the customer experience, and in turn, increase conversions