Content is and will be the king
Do thou become a content marketing strategy? Conveying the best message to the appropriate person at the best time would have done unimaginable only a couple of years ago. The growth of large data and more reliable data analysis, though, has made it feasible to present personalised ads, product offerings and correspondence to a specific audience at the appropriate time. And that is more accurate for the content they are displayed as they meet your brand.
The new normal
Content marketing has risen dramatically over the last few years. Twenty, thirty years ago established marketing consisted of big brands dominating what we experienced during the traditional avenues of TV and print media. The internet and technology have disrupted this old model and made it possible for consumers to take more agency over what they want to see and hear. With the array of choice at our disposal and technology like adblockers, marketers have had to find new ways of getting their message to their target audience. One of the answers has been the rise of content marketing. In theory, this kind of marketing is perfect: marketers get their message to customers who want to hear it.
In actuality, this growth has led to a terrible piece of content marketing. Some good, and some not so good. All in all, there is a lot of noise out there. Getting your message to the audience who wants to hear it can be difficult. When it comes to content marketing, anyone and everyone can do it. Today it’s easier than ever to create a video, publish a blog, build a website, create a social media profile, etc.
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To rise above the noise, brands must:
- Offer value with their marketing
- Target the right audience
- Deliver their message at the right time
This is where personalised content comes in.
Personalisation is a natural phenomena of content marketing
Content marketing is more successful at reaching your customers than traditional advertising because it’s targeted at them specifically without trying to explicitly sell them anything. Content marketing is cut and sewn to their size, providing them value rather than simply trying to get them to buy something. It’s a way of increasing your audience and, at the same time, increasing their trust in your brand.
The idea then of personalisation in content marketing shouldn’t be much of a jump in concept. It centres around using the data you collect from visitors to your website, blog, and social media platforms to provide customised content for them. For example, you could hold it designed so that if a CIO lands on your homepage all get delivered to an eBook about performing a new part of IT to boost Office 365 adoption. Whereas if an HR professional arrives at the same homepage they are shown a popup for a blog post about the benefits of automation.
It could mean a specific call to action for a specific audience or even a customized landing page based on demographics or location. We package to target the correct audience completed the data we gather and examine all with the maintenance of self-regulation technology. When we talk about content marketing personalisation, we’re going way beyond including first names in a marketing email.
The importance of content marketing personalisation
Personalised marketing is a passionate marketing course for many reasons.
- Improves the customer experience
- Provides consistency across your CX channels
- Help keep regular customers and attract new leads
- Boosts the bottom line
How to build the best plan for your business
You can include personalisation across your marketing channels on your:
- Social media posts
- Web copy
- Automated emails
- Direct mail
Get on the right content marketing personalisation path
1. Create a vision
What is it you want to achieve? More leads, greater brand loyalty? The first step is to think about what you want to achieve, and then what message to put across to achieve it. How will this change the message you send out, and what audience are you targeting? Answering these questions takes time but is worth it.
2. Get busy collecting information
So, you have a vision and the means to achieve it. Now it’s time to fill the coffers with precious data. There are lots of methods to collect data on your chosen audience. These include:
- Social media data harvesting
- Focus groups
- Remarketing/internet cookies
This is part of understanding your target audience, using personas is a great way of getting into the specifics of what business problems your customers and potential customers have and how you can offer value to them by delivering the content that will help solve their issue.
SEO is still key
A vital part of any marketing strategy, your SEO reach and knowing the right keywords to optimise will attract the users you want to target – having a big impact on lead generation. Look at your past keyword research and analyse the data on what works. This will help you create the right content that provides the right value.
3. Reap what you sow
You’ve gathered a lot of data and information about your audience. Now it’s time to harvest the data and put your personalisation strategy into practice to achieve your vision.
Create the right content
Once you know your audience this becomes a much easier task.
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