And according to Google research, a highly personalized shopping experience makes customers 40%<\/a> more likely to spend more than they had originally planned.<\/p>\n If you want to create high-performing content that delights and engages your customers, personalization is key.<\/p>\n The backbone of any personalization strategy is data.<\/p>\n Metadata is simply information about your data. Why is this important?<\/p>\n Well, to personalize content, you need to connect your customers to the correct content, which means you need data about both customers and content.<\/p>\n Once you collect customer data, you can use this information to create custom content.<\/p>\n The more information you have about our content, the easier it will be to direct it to the right audience.<\/p>\n One way to do this is by tagging your content with information like audience, persona<\/a>, funnel stage<\/a>, and campaign.<\/p>\n You can tag content in many CMS (content management systems) like HubSpot<\/a>.<\/p>\n Email is a terrific area to begin incorporating some content personalization.<\/p>\n Adding first names to email subjects is a common place to start, but there\u2019s so much more you can do.<\/p>\n Let\u2019s look at some examples.<\/p>\n If a tech company sends out a marketing email to its entire email list promoting a sale, that\u2019s pretty good.<\/p>\n But what would be better is sending out a promotional email to different groups based on their persona. This way you can personalize the content based on interest.<\/p>\n Instead of sending a generic \u201cthank you\u201d email after someone downloads a resource, send them an email suggesting more content related to what they downloaded.<\/p>\n We sent this email to prospective customers who may be interested in this white paper based on their persona.<\/p>\n With some basic analytics, you can discover which website pages your potential clients are spending the most time on.<\/p>\n And if they submit an email address for a newsletter or download, you can follow along their exact journey on your website.<\/p>\n Using this data you can create personalized emails that specifically target the information they\u2019re interacting with.<\/p>\n Now, this strategy isn\u2019t scalable, and it would take way too much time to track every single prospect.<\/p>\n But for B2B businesses, it\u2019s worth it to analyze your prospect journeys and make note of any potentially large and in-target customers.<\/p>\n A few well-placed emails to an already interested prospect can make a world of difference.<\/p>\n If your business is international, you can create marketing emails that reflect the local seasons and holidays of your customers.<\/p>\n More important than trying to recognize each holiday on the planet is simply to recognize that your customers don\u2019t<\/strong> all live in the same area.<\/p>\n I would suggest that not sending a \u201cWelcome Summer\u201d email to your Australian customers at the beginning of June is actually a form of personalization.<\/p>\n Instead, make sure any references to holidays, sports, and weather are relevant to the location where you\u2019re sending the email.<\/p>\n This is a great way to show that you understand the global nature of your business.<\/p>\n Instead of offering all of your products or services to customers, help them discover content focused on what they\u2019re already interested in.<\/p>\n This could be as simple as asking which topics they\u2019d like to learn more about on an email sign-up form.<\/p>\n You can also use data about what your customers have already purchased, pages they\u2019ve viewed, and videos they\u2019ve watched to set up an interest-based workflow.<\/p>\n Here\u2019s an example of a marketing email we sent out after a conference. Based on which link the recipient clicked, they were put into a workflow customized to their interests.<\/p>\n Personalizing content based on persona is especially important for B2B organizations.<\/p>\n The messaging we use to communicate with C-suite professionals is different than how we present our message to technical writers.<\/p>\n Your different target audiences will have different challenges and pain points.<\/p>\n Hopefully, you\u2019re already keeping this in mind when creating your content and tagging it accordingly.<\/p>\n Once you do this, you can easily pull together content for each persona and create an email sequence that speaks directly to them.<\/p>\n Do you know where your potential customers are on the buyer\u2019s journey?<\/p>\n Someone who\u2019s just hearing about your product for the first time is going to want different information than someone who\u2019s deep in the middle of researching potential options.<\/p>\n You need to make sure that you\u2019re creating a variety of content that reaches the top of the funnel prospects all the way to the bottom of the funnel.<\/p>\n Once you have this content created, you can share it with the appropriate audience. One way to do this is by suggesting more articles to read that are for a similar place in the funnel.<\/p>\n Calls to action (CTAs) offer your potential customers a clear way to respond to your content and help move them down the funnel.<\/p>\n You should be testing out different CTAs and noting which ones work best.<\/p>\n You can use customized CTAs to deliver a highly-personalized action step.<\/p>\n This first example is a basic CTA. It\u2019s good, but it\u2019s very general.<\/p>\n This CTA is personalized. We know that Jim is interested specifically in laptops, so we personalize the message for him.<\/p>\n Creating customized content can seem overwhelming at first, so it\u2019s best to pick one area and test it until you learn what works well for your organization.<\/p>\n And there are plenty of tools out there to help you enable personalization in your content, such as Keystone<\/span><\/a>, Recombee<\/span><\/a>, and Algolia<\/span><\/a>.<\/p>\nMetadata Is The Key To Personalization<\/h2>\n
Tagging Content<\/h3>\n
Email Personalization<\/h2>\n
\n
![\"personalization](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/inspiring-content-personalization-examples-for-b2b.png\")
Screenshot from author, November 2022<\/span><\/div>\n<\/dt>\n<\/dl>\n<\/div>\nWebsite History<\/h3>\n
Location<\/h2>\n
Interest<\/h2>\n
\n
![\"email](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/inspiring-content-personalization-examples-for-b2b-1.png\")
Screenshot from author, November 2022<\/span><\/div>\n<\/dt>\n<\/dl>\n<\/div>\nPersona<\/h2>\n
Website Content Personalization<\/h2>\n
Buyers Journey<\/h3>\n
CTA Customization<\/h3>\n
![\"ad](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/inspiring-content-personalization-examples-for-b2b-2.png\")
Image created by author via Canva, November 2022<\/span><\/div>\n![\"Alternate](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/11\/inspiring-content-personalization-examples-for-b2b-3.png\")
Image created by author via Canva, November 2022<\/span><\/div>\nPersonalization Tools<\/h2>\n