Alert Solutions Blog

Content Marketing Personalization – Are You Using It Correctly?

Posted by Philip Young on Thu, Apr 30, 2015 @ 12:04 PM

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:

1. Start small and ramp up as you move along. AudiencceTargeting-1

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.
 

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, list segmentation, content marketing

Making Content Marketing Work for the Millennial Generation - 5 Tactics

Posted by Cassie Breen on Thu, Jul 10, 2014 @ 13:07 PM

Content marketing campaigns have become a well-utilized tool by businesses today.  Most individuals appreciate the information provided and embrace it. However, it hasn’t been as easy to win over the millennial generation. 

A recent study conducted by DigitasLBi, Razorfish, Tumblr, and Yahoo shows 45% of Millennials are not interested in the content businesses are providing through their content marketing campaigns.  This presents an issue for businesses as the study explains Millennials will command a cumulative $1.4 trillion in spending power by 2020.

How can businesses hurdle the obstacle of a disengaged generation?  Simple – engage with them on their terms with content that interests them.  This generation looks for information through multiple channels and utilizes, on average, 7.1 devices to receive this information.  Businesses need to ensure they are reaching and engaging Millennials through all of their preferred communication channels, such as SMS text messaging and social media.

MultiChannelMessagignINtegration-1

Effective content marketing campaigns are essential to a business’ marketing success, but the strategy behind it must change to fit the millennial generation.  Five tactics to achieve effective content marketing, mentioned in a recent Direct Marketing News article, include:


  • Set the Mood
  • Help Millennials Escape
  • Fuel Creativity and Play
  • Spotlight Pop Culture
  • Help Millennials Succeed and Help them Discover

By following these tactics, engaging Millennial through their preferred communication channels and providing interesting content, businesses can create successful content marketing campaigns and turn the millennial generation into loyal and powerful brand advocates.

For list segmentation and audience targeting tips and tricks, download our best practice kit today.

Personalization and Segmentation Download the Best Practice Kit!

Topics: personalization, list segmentation, content marketing

4 Steps to Optimize Your Content Marketing Strategy

Posted by Cassie Breen on Wed, Apr 24, 2013 @ 17:04 PM

Content is an essential component of your marketing strategy.  Digital marketing content comes in many forms, including blogs, articles, videos, podcasts and more.  In order to best utilize this tool, your content needs to elevate from simplistic to dynamic.  This will result in a unique and useful customer experience for your targeted audience

Approaching content marketing with effectiveness in mind means taking the following steps:

1.)    Data Analysis – Use the data sources that are available to your advantage.  Take this information to create a strategy that will best serve your audience.  Using data like internal search data can lead you to knowledge about current site content.  Is your content currently in-line with your customers’ search goals?  For example, data on searched keywords can be valuable data.  This can tell you what customers are looking for and whether they may have a high bounce rate on your site or a poor click-through rate from a search engine.

2.)    Competitive Analysis – Identify who your online and offline competitors are.  Look at what your competitors may be writing about.  Are there similar themes?  Analyze conversations and comments to see what the audience’s social responses are.  Find out what’s still missing and what was well received to help you create desired content that sets you apart from competition.

contentmarketing resized 600

3.)    Create Value – Keep your analytics data and keyword strategy in mind in order to optimize your content to be found in search results.  Make sure your content is easily navigated to and from as many relevant pages as possible.  You content should remind your audience of your unique brand values and how you offer them something competitors cannot.

4.)    Promote –Content requires distribution through a variety of channels. Different types of content may determine what distribution channel(s) you use.   Build a following through social media sources such as Facebook, Twitter, Pinterest and YouTube.  Email marketing is another useful content distribution channel.  Mobile marketing channels including SMS text messaging and voice broadcast are additional ways to share content and promote your business.

Following these four steps will help your develop content that is effective and engaging.  

Topics: audience targeting, marketing relevance, content marketing

Subscribe via Email

Subscribe Via RSS Feed

Latest Posts

Browse by Tag