Personalized Content Marketing

To create great content, you must consider personalization.

In a previous post, I mentioned that the traditional marketing approach of creating products and then marketing to consumers has flipped on its head. Now, customers shape the products that they consume by voicing their opinions through social media and other platforms.

Overall, technology has broadened the playing field. Now companies that sell highly customized niche products have access to a substantial customer base. A highly profitable base.

Naturally, this means smaller businesses can collectively take away market share from major corporations–especially those who aren’t agile enough to meet the needs of today’s consumer.

This situation is similar to content marketing. Many organizations will create cornerstone content as a strategy to push their business objectives.

Social media is most effective if you execute bilateral communications. Meaning posting content and actually responding to your audience. Believe it or not, you should take the same approach when developing content. Obviously, your content cannot speak directly to a consumer, but there are ways to accomplish this indirectly.

And that’s through personalization.

Personalized Content Marketing


Before I get into personalized content marketing, let’s first take a look at personalization and how it relates to content marketing today. I’ll start with the basic staple in American food: the burger.

Traditionally, burger ingredients are pretty simple. You have a bun, beef, lettuce, tomato, pickles, onion, and cheese. Don’t forget the cheese!

burger_134754866

Now, you have different variations of a burgers widely marketed to the public. Everything from Angus burgers, Bison burgers, and veggie burgers are promoted heavily in the U.S. This trend has become popular because consumers have developed more eclectic taste buds that closely resemble their purchase decisions.

This appetite for highly specialized food has spilled over to consumer products and services. And when developing content to market customers, organizations should consider personalized content marketing.

The 4 W’s of Personalization


Personalized content marketing involves developing highly relevant content for all aspects of the buyers’ journey. To simplify it a bit, I’ll showcase my 4 W’s of personalization: The Who, What, Where, and When.

WHO

Before you can develop personalized content marketing, you must know WHO you’re communicating with. Go beyond identifying demographics such as name, city, state, and annual household income. Take a deeper dive into your customers’ purchase process to understand who your customers are and how you can develop a personalized content marketing campaign to convert them.

WHAT

Understanding WHO your target audience is will provide insight on WHAT type of content to deliver. Similar to how everyone likes a burger tailored to their preferences, you will increase engagement if you tailor your content to the preferences of your customers.

Give them a “content burger” exactly how they want it–and hold the onions.

There are many ways to slice and dice your content. Your content marketing possibilities are endless. Try a combination of different calls-to-action, images, and incentives with blog posts, videos, ebooks, case studies, infographics, and more. This combination alone will yield fifteen different pieces of content. Test your content based on these combinations to see WHAT resonates with customers.

WHERE

Once you’ve discovered WHO you’re communicating with and determined WHAT type of content to deliver, then you must figure out WHERE to personalize. You can personalize your email messages, your online ads, your website, or even certain features on mobile.

WHEN

Relevancy is a significant factor when developing personalized content marketing. If a major social trend is consuming the nation’s media coverage, incorporate your content into that trend.

Personalized content marketing is about developing highly relevant content. The timing of your content distribution plays a major role in the success or failure of that content piece.

Final Thoughts


When choosing to develop personalized content marketing, leverage as much data as possible. Understand who your audience is so that you can develop pertinent content. Find out what type of content customers like to consume. Identify where you can personalize the distribution of that content. And, finally, determine the best time to post the content so that it will provide your organization with maximum exposure.

So, what do you like on your “content burger”?

Image credit: Shutterstock


  • Eugene La Branch

    Interesting article and insightful! Thank you for sharing!

  • Eugene La Branch

    Interesting article and insightful! Thank you for sharing!

  • Great read,
    Ultimately we have to be clear on what are objectives are and then work towards them with using the 4 W’s. Saved the article so I can start to work on them.
    Thank you Juntae.

    • Thanks for reading Tarun! I look forward to your future comments.

  • Great read,
    Ultimately we have to be clear on what are objectives are and then work towards them with using the 4 W’s. Saved the article so I can start to work on them.
    Thank you Juntae.

  • Nacho Higueras

    Hi, Interesting post. I agree that content marketing is very important for enterprises. The content of value is what customers want their brands.

    Greetings,
    Nacho.

  • The Survival Curator

    Hi Juntae, very good post. However, what if i’m in a niche that’s not mainstream and want an authentic voice but without losing privacy. In other words, what if I hate my face and don’t want it to be on the digital space. I have a website but have been postponing writing an An About Me page because I value privacy over personal branding. Do I suck it up and just put it out there for my intended audience. Your insights will be appreciated.

    • You must open up and let the world see your face. Trust me, it’s good for business. Good luck!

  • The Survival Curator

    Hi Juntae, very good post. However, what if i’m in a niche that’s not mainstream and want an authentic voice but without losing privacy. In other words, what if I hate my face and don’t want it to be on the digital space. I have a website but have been postponing writing an An About Me page because I value privacy over personal branding. Do I suck it up and just put it out there for my intended audience. Your insights will be appreciated.

    • You must open up and let the world see your face. Trust me, it’s good for business. Good luck!

  • isloooboy

    What about the person who is working alone being a one man army to remain focus? I have several sites and looking for good monetizing strategy to make some bucks. Right now I am using Google Adsense only and putting everything to bring organic traffic due to constrained resources not able to put paid traffic on to my sites. What I am facing is the whole world seems to be ads blind to me because more than 60,000 visitors, more than 211900 page impressions I earned only 5 bucks. Could you believe that? ONLY FIVE BUCKS MAN…………what you have for me, plz guide me in this regard

  • Juntae,

    “Understand who your audience is” The most important words in marketing!

    Marketers are so fortunate today to have a wealth of data at their fingertips and nearly instant feedback. How is the audience responding to their content? You can discover that and other insights in hours or days, not the months it took previously. That’s invaluable so we can adjust our content personalization to even more closely meet both our audience’s needs and our organization’s objectives.

    Thanks for the piece,
    Steve

  • Juntae,

    “Understand who your audience is” The most important words in marketing!

    Marketers are so fortunate today to have a wealth of data at their fingertips and nearly instant feedback. How is the audience responding to their content? You can discover that and other insights in hours or days, not the months it took previously. That’s invaluable so we can adjust our content personalization to even more closely meet both our audience’s needs and our organization’s objectives.

    Thanks for the piece,
    Steve

  • Great article!

  • I find your article very interesting. Well for me, it is a plus factor if the one who makes the blog for a certain business is the one who knows everything about it. It is where personalization starts. From knowing everything you will be the one to make your own strategy to generate leads and having the marketing itself. Thank you for this. I knew a lot of people out there who will read this one will be enlighten and inspired as well. Thanks 🙂

    • Thanks for the complement Judy! I’m starting to like your comments 🙂

  • Melissa Altamirano

    Easy read and full of useful tips. Thank you!

    • Thanks for reading and commenting Melissa. I look forward to your future comments as well.