Things To Know About Content Personalization: How & Why To Use It.

 Who does not like something relatable? Be it in stories, movies, or content. Everybody loves things that are personalized and can be relatable with a personal touch, it is like having something with a hint of their personalized life or life stories in them. If it is content that they find interesting and relevant to their needs and desires they ought to be inclined to them.

What is Content Personalization?

Content personalization is the delivery of pieces of content to the targeted audiences due to some specific type of criteria. Sometimes personalized content is also known as dynamic content as it makes sure to update in real-time which makes sure to give the audience a good customized user experience. Personalization software helps website owners or publishers to customize their content based on the behavior and characteristics of individuals.

Dynamic content comes in different forms such as case studies, blog posts, resources, headlines, page settings, data, pictures or images, body copy, CTAs, or other such touchpoints which are commonly utilized by content marketers, digital marketers, and also the growth marketers. According to a recent survey, it is estimated that around 89 per cent of marketers in the United States reported that they saw visible improvements after content personalization.

This is one of the main reasons why personalization of marketing and content writing is being one of the most talked about topics. In today’s time, it is much more boarder than just using the first name and locations. Content personalization helps enhance not only the revenue but also the engagement and conversion as well.

There are some proven statistics about that like, around 70 per cent of internet users are usually irritated with the brands that keep on sending irrelevant and fraudulent emails.  Around more than 84 per cent of consumers are okay to share their data to have a more personalized experience. Around more than 95 per cent of large companies saw a 3x ROI boost which came after their personalization efforts. Also, according to some reports, around 93 per cent of internet users are more likely to buy those products which are mostly recommended or have added offers.

Why Content Personalization is Important?

As per reports, there is no second guess in saying that there is indeed a lot of content available on the internet today. It is not quite harsh to say that today the internet is bursting with the content here and there. Recently a study by Adobe proved that consumers spend a large amount of their time and energy, about one-third of their day engaging with digital content. The internet today has become more like speed dating, whether the marketers can impress the consumer in a quick time or else they are moving on to the other. In simple words, it is that the sites have very less amount of time to make a positive impact on the consumers.

It allows increasing efficiency which means to lesser wasted time. With the delivery of personalized content, CTCs, and flows, the visitors to your page can be able to sort themselves into different categories. It can also be used to filter out lesser important leads too. Additionally, with content personalization, every visitor has a much better experience, and the reason is that they are directed to see what is relevant to them more quickly than before through which they can easily determine whether or not their product is the right choice for them. Personalization of content can help reduce acquisition costs to around 50 per cent, it not only lifts revenue by 5 to 15 per cent but that it also thoroughly increases the efficiency rate of marketing which is spent by around 10 to 30 per cent.

How to Personalize your Content?

This answer may vary from company to company because there are some unique ways in which each company may expect. To answer this question in the right way, you will be needed to segment your content. You will have a few options in terms of dividing your customers into different groups, and it is very important to know about the type of content you are delivering to your targeted audience along with what is it that resonates with them most with that very segment.

There are three types of data that you can use to apply content personalization content for your website. The first one is behavioural data, which means the pieces of information which are taken from the user activity on a particular website. Some of the common uses sources of behavioural data include websites, mobile applications, call centres, help desks, etc.

The next is contextual data, which provides context for an item, user action, and person. Contextual data helps marketers to understand the intent of the users and also get to know the patterns. Some of the sources of contextual data are such as location, social media activities, preferences, and previously purchased items.

And the third type of data is demographic data, which helps in dividing the market into mini-categories based on some demographic factors such as age, sex, marital status, religion, geography, etc. some portion of demographic data could be obtained from sources such as survey records, population census, and the third-party databases.

There are also some effective tools too to make your job easier which are Google Tag Manager, Customer Data Platforms, Data Management platforms, etc. With these, you can be able to understand better Content personalization, and also it will help you use this to attract more traffic, earn more revenue, improve conversion rates, enhance campaign performance, and also to grow user engagement.