In this infographic series, we share the top five trends that will shape content marketing in 2018, as well as key tactics for implementing them into your program to drive the results that matter most to your company. Here’s how to create a personalization strategy to fuel your content marketing program.
Today more than ever, people expect to receive personalized and contextually-relevant content from the brands they engage with on a regular basis. For content marketers, personalizing content is critical to delivering successful customer experiences across devices and channels.
Broadly defined as delivering the right content to the right person at the right time, personalization has recently emerged as a key content marketing tactic. Research confirms that higher investments in personalized, insights-driven content can go a long way when it comes to securing and nurturing relationships with loyal customers. According to Accenture, 58 percent of consumers are more likely to make a purchase in-store or online when a retailer provides recommendations based on their past purchases or preferences.
Though it involves inherent challenges, including additional technology and resources, content personalization can positively impact the customer journey. Customers who receive individualized offers are more likely to regularly engage with your brand. Over time, increased engagement can result in more leads and sales.
While some brands are starting to use machine learning and artificial intelligence to create personalized content hubs, this requires a substantial investment. If you’re not in a position to make one, you can still find success using “personalization light” tactics that require less time, money, and resources.
Financial services giant Fidelity, for example, leverages behavioral and attitudinal data to develop emotionally-compelling content for its customers. With this financial checkup, the company takes its users through an interactive online quiz to generate insight about their preferences and tendencies. Upon completion of the survey, Fidelity provides a personalized content experience based on each user’s input. It’s a win-win strategy for the company and its audience: Fidelity learns more about who its customers are and what they want, and its customers receive content specific to their financial situations.
Personalization is still relatively new to the industry, but getting a head start on a strategy for your content marketing program is worth your while. In the infographic below, we share next steps on how to personalize content for your audience.
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Gaby Tama is NewsCred’s Social Media and Content Marketing Associate.
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