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Content Marketing – The Personalization Game

 

The Content Marketing Institute’s 2016 Benchmarks, Budgets and Trends – North America is out now and making waves.  This detailed document covers the content marketing aspects and trends to watch out for in 2016.

top priorities for b2b content creators

One of the surveys lists the top 5 priorities for internal content creators:

  • Content optimization (38%)
  • Content curation (22%)
  • Content personalization (20%)
  • Becoming strong writers (19%)
  • Other (3%)
  • No priorities this year (2%)

While content optimization and curation continue to hold the top position on the priority list, content personalization has obviously caught the attention of content marketers.

content-personalization

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Content personalization enhances the customer experience across the entire sales lifecycle. Personalizing content results in increased conversion and sales. Leveraging the targeted buyer persona is key to successful content personalization. With that in mind, content creation should result in marketing collateral that can be channelized to the distinct stages of the buyer journey.

Here are some quick tips on creating personalized content:

1. Keep historic website data fresh

Keep your website user’s data updated. Maintain an archive of relevant details. You’ll be able to showcase the right set of digital assets based on the targeted user’s demography.

2. Quick surveys

Conducting quick surveys will help you understand your user’s wants and needs. The surveys also serve as a feedback loop revealing what visitors think of the website and digital assets.

3. Email campaigns

By regularly leveraging targeted email blasts you build an effective information gathering system and keep your users up to date.

4. Freebies and Discounts

Who doesn’t like free? By offering discounts and freebies for repeat visitors you reward users and enhance brand loyalty, something that increases your competitive edge.

5. Blogs and Newsletters

An active blog keeps your audience up to date. Share the blog across social platforms. Newsletters are an effective way to update information and spread news across the online world.

Position2 PoV:

Content strategists at Position2 keep a close tab on industry standards, on trending keywords, on effective content creation. Our SEO copywriters advise clients about their existing content and placement, and the content we create is optimized for Search. We use content calendars to serve as placeholders for periodic content updates. All digital assets are well researched and segmented into different stages of the buyer’s journey (Awareness, Consideration and Purchase). Each asset is placed correctly to cater to the user persona.

With 2016 round the corner think about how you will address content personalization in the coming year. Let us know your thoughts and best practices in the comment section.

Team Position²

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer’s journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.