{"id":15712,"date":"2022-10-14T13:52:12","date_gmt":"2022-10-14T13:52:12","guid":{"rendered":"https:\/\/www.searchenginejournal.com\/content-personalization-what-is-it\/467198\/"},"modified":"2022-10-14T13:52:12","modified_gmt":"2022-10-14T13:52:12","slug":"content-personalization-what-is-it-via-sejournal-rio_seo","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=15712","title":{"rendered":"Content Personalization: What Is It? via @sejournal, @rio_seo"},"content":{"rendered":"
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Are customers finding relevant, informative content when they search for your business or visit your website?<\/p>\n

How do you create a more seamless experience devoid of friction from the start of the sales journey?<\/p>\n

Creating meaningful experiences through personalized content is a great place to start.<\/p>\n

If you\u2019re not consistently testing, analyzing, and refining your customer experience strategy, you risk losing your current and potential customer base.<\/p>\n

One of the most integral components of the customer experience is content marketing.<\/p>\n

Yet, many content marketers neglect to create relevant and useful content, instead focusing on how the content benefits their business rather than the customer.<\/p>\n

In this post, we\u2019ll explore what exactly personalized content is, how it benefits the end user, examples of personalization, and how to create a successful content personalization strategy.<\/p>\n

Let\u2019s get started.<\/p>\n

What Is Personalized Content?<\/h2>\n

Customers crave personalization in every aspect of life \u2013 from their shopping preferences to the types of food they eat and the home decor styles they desire.<\/p>\n

They are more likely to spend their time and money on products and services that align with their preferences, wants, and needs.<\/p>\n

For example, say you\u2019re shopping for black winter boots on a retailer\u2019s website and view multiple product pages featuring different boots, but don\u2019t actually purchase anything.<\/p>\n

When you exit the page, you\u2019re later sent a promotional email for 20% off the retailer\u2019s winter jackets.<\/p>\n

In this instance, you might ignore the retailer\u2019s email and even unsubscribe entirely from its email list, as you are being served irrelevant content.<\/p>\n

This example halts the user\u2019s journey rather than moving them further down the sales funnel<\/a>.<\/p>\n

It would have been a more worthwhile strategy to deliver engaging content based on the customer\u2019s predetermined shopping preferences and the items they are actually looking for.<\/p>\n

The Case For Building A Content Personalization Strategy<\/h3>\n

Content personalization strategy entails leveraging online consumer data insights to deliver relevant content.<\/p>\n

By consistently monitoring and analyzing this data, brands can, in turn, better understand their end users\u2019 interests and motivations.<\/p>\n

Surfacing relevant and timely information improves the online user experience, leading to higher conversions and sales.<\/p>\n

Research shows that 80%<\/a> of consumers are more likely to buy from a company that provides a tailored experience, furthering the need for a personalized content marketing strategy.<\/p>\n

The results of content personalization are tangible for businesses too.<\/p>\n

Ninety-seven percent<\/a> of marketers report a measurable lift from their personalization efforts.<\/p>\n

Additionally, a separate study found that 51%<\/a> of retailers with an end-to-end personalization strategy earned 300% ROI or more.<\/p>\n

Knowing personalization can improve conversion rates, how can content marketers improve this effort? We\u2019ll explore that next.<\/p>\n

How Can I Personalize My Content?<\/h2>\n

Creating individualized content sounds ideal in theory, but how can your business effectively take on this endeavor?<\/p>\n

As a savvy marketer, you should understand the demographic factors and ideal target personas that make up your audience.<\/p>\n

Your audience probably has different wants and needs.<\/p>\n

Thinking back to the previous winter boots example and applying it to your audience, different members of your audience likely have varying budgets, style preferences, and uses for the boots.<\/p>\n

This is where audience segmentation comes into play.<\/p>\n

Whether your business uses Google Analytics<\/a>, another web analytics service, or a personalization software solution, you can break down your audience segments into groups.<\/p>\n

By breaking down your audience segments and behaviors, you will better understand the types of content each group will engage with most and what will resonate best.<\/p>\n

These user behaviors insights<\/a> include:<\/p>\n

Generally, four methods can be used for audience segmentation, which we will explain further below.<\/p>\n

Demographic Personalization<\/h3>\n

Demographic personalization entails segmenting your audience based on their demographic makeup and other behavioral factors. This may include targeting a customer based on their:<\/p>\n