How to Personalise Your Content Without the High-Tech Investment
Almost everyone is focused on content these days. Creating, curating and sharing brand stories has become a part of a marketer's daily life. But simply churning out large amounts of content doesn't quite cut the mustard anymore. Nowadays, you have to deliver highly-relevant content based on the interests and preferences of each of your target audiences.
People are no longer satisfied with simply seeing their name in an email subject line. They want unique, personalised experiences. From Amazon's recommended purchases, to Netflix's 'what to watch next' queue, to your name on a Starbucks coffee cup, consumers have come to expect 24/7 engagement.
But developing personalised customer experiences can often require hefty resource investments due to the digital technologies involved. Personalising your content, however, can really just be about being human. Here are some ideas for creating distinct experiences for your customers without breaking the bank:
1. For Goodness' Sake, Know Who Your Customers Are
Content personalisation really boils down to knowing your audience. It's critical for content marketers to understand who they're communicating with and what type of content their audience wants to consume. Understanding your consumers' demographics, buyer personas and what they value most in your products will allow you to create personalised experiences across your various content mediums.
2. Strike A Cord
Consumers are bombarded with content across digital and traditional media all the time and are quickly becoming immune to overly generalised messages. This is why even the soundest content strategies don't always guarantee results. Rather than sending broad, blanket emails to everyone who's registered to your company's email newsletter, tailor your message to speak directly to your customers' interests and needs and develop content pieces that answer their questions or solve particular problems.
3. Keep the Conversation Going
Personal experiences help to build emotional connections with a brand. Try to create memorable experiences for your customers across all points of interaction. Create product offerings specific to your customer profile types and use targeted boosting on social media platforms like Facebook and LinkedIn to ensure you're reaching the correct audience.
4. Listen to What Your Customers Are Saying
Don't forget to monitor what type of content and topics are the most popular amongst your audiences. Create teasers with links to longer-form content so you can track which pieces connect best with different customers and continue to personalise your communications by experimenting with A/B testing and content recommendations.
5. Don't Be A Stage Five Clinger
But don't go overboard with content personalisation. You don't want your audience to think your marketing is creepy because it knows too much about them. Balance automated emails with curated content that makes customers feel special. Developing tailor-made campaigns helps to enhance the customer journey and gives your audience a positive perception of your brand, in the end making them more likely to purchase from you.