Content marketing refers to the distribution of information that is primarily educational or valuable rather than promotional. This form of marketing is widely used as a method of building brand loyalty and staying top-of-mind among your target audience.
One way content marketing is made more effective is through personalization. Did you know that 95% of B2B marketers segment their content in order to provide personalized material? Truth be told, personalization is one of the surest ways to help deliver relevant content to an entire audience. But it’s not easy!
With such a large majority of marketers segmenting their content and messages, the results may vary. If your content marketing campaign personalization falls short of your expectations, check out the following tips:
Personalization of your entire audience doesn’t happen overnight. Experts suggest starting slow and steady. Be methodical in learning about your entire audience by segmenting demographically, behaviorally and dynamically; not one or the other.
2. Anticipate preferences with click-through patterns.
Analyzing click-through patterns can help shed light into what your audience is interested in. And while you can’t guarantee their interests will be the same next week, this can help shape the content of your next campaign nonetheless.
3. Don’t forget: Too much personalization may not be best.
Use caution when applying content personalization. Going overboard may faze recipients who think you know too much about them.
Remember, content personalization ultimately requires you to know your leads and customers personally so you can deliver the best, most relevant content to them.