Consider your readers’ needs, wants and desires, then create top-notch content that will fulfil these and push them down the sales funnel.
Sounds simple, right? Wrong – it can be a little tricky. 60% of marketers struggle to personalise their content in real time, but 77% say it’s crucial to content marketing success.
It seems that everyone could do with some help with this, so we’ve brought together our top four tips to personalise your content. Why not try them out?
Why should you personalise your content?
The main reason you should personalise your content is that it’s what customers want! 74% of online consumers are frustrated when content – such as offers, ads and promotions – has nothing to do with their interests.
Don’t risk annoying them, give your users the personalised content they crave!
If that’s not enough to convince you, personalised content also gets results.
Personalised emails deliver transaction rates that are six times higher, so it’s surprising that 70% of brands fail to use them.
In addition, in-house marketers who are personalising web experience and can quantify the improvement see a whopping 19% uplift in sales!
If you don’t personalise your content, you could be missing out on a huge revenue boost. Can you afford to take that risk?
How to personalise your content
1. Get to know your audience on a broader level
Analyse your client-base and divide it into segments based on behaviour, demographics and areas of interest.
You can then create audience personas for each segment and tailor web experiences and content to that specific group.
This is important, as you can’t sell to everyone at the same time. Audience segmentation allows you to identify and target certain needs or desires through your content. This ensures the content your users see is relevant, engaging and fits their customer journey.
2. Speak to them on an individual level
Here’s where you can ramp things up a bit. 75% of consumers are more likely to buy from a retailer that recognises them by name, recommends options to them based on past purchases, or knows their purchase history.
You should utilise all these elements to deliver a unique and individualized user experience.
To personalise your content even further, tailor the experience according to your visitor’s location and referral source. Tracking software and user analytics platforms can help with this.
However, be careful when you try to personalise your content at an individual level. If you go overboard, it can feel a bit invasive and freak some users out. Take it step by step, and discover which personalisation elements appeal to your audience.
3. Consider which device they’re using
66% of consumers use multiple devices during the buying cycle. So, it’s no use just personalising your content for desktop computers.
You need to provide a relevant and optimised experience for all devices, especially mobile. Google’s Mobile-First search index is coming, and many people browse on mobile when trying to discover new products. Make sure your content is ready and fit-for-purpose!
4. Use behavioural data to provide relevant content
Imagine someone came to our site and looked at three different articles about writing blogs. We could make an educated guess that the main reason for visiting was for advice on blog writing, or to set up a blogging package.
At this stage, we wouldn’t go in with the hard-sell, but we would want to be helpful. So, what we’d do is either contact the visitor directly with a dazzling piece of content about blog writing, or pop up some suggestions for further reading on our screen.
WordPress, and many websites, have plugins that can do some of this personalisation work for you. Just figure out which works best for your audience. You could perhaps use CRO techniques to help you decide!
Providing relevant and timely content is a great way to get into your readers’ good books as it fulfils their needs precisely. As a result, they’ll see you as helpful and informative, so you can start building trust and a close working relationship.
We believe that personalisation is key to a successful content marketing strategy. Try using these tips to personalise your content, and discover how effective it can be.