People want, no expect, exclusivity now. Whether you’re trying to reach them on a social media platform or with a video on your website, they want to know the content was created specifically for them.
That’s why personalization has become such a huge part of content marketing now, and as NY / NJ SEO specialists who’ve been doing it for a long time, we know a thing or two about what it takes to personalize your content. Read on for a few tips.
1. To get personal, you need to get to know them first.
We know, you’ve probably heard the phrase “know your audience” almost as much as “content is king,” but there’s a reason for that; they’re both very true, and the only way to start personalizing your content is to first have a good idea of who the people you’re tailoring it for are.
Now, how you go about getting that information obviously depends on the nature of your business, but the good news is that there are more tools available to help than ever before.
So, whether you simply build a survey into your content strategy and delivery platform or use other analytical tools and technologies, you need to learn as much as possible about the preferences of your audience. And remember, you need to look beyond basic demographics and try to get to know the individuals.
For some tips on that, check out this post from the Content Marketing Institute, More Than Personas: How to Know What Your Audience Really Wants.
2. Find the right platforms and test.
While you need all the data you can find about the various members of your target audience to personalize content for them, you also need to find platforms that have the capacity to adapt the content based on that data.
Do some research to find platforms that can manage and deliver personalized content, and once you do, all the basics of content marketing apply, including testing things out and tracking your efforts.
So, make sure you track and measure the performance of your personalized content on the platform(s) you choose and adjust your strategy accordingly, especially early on.
3. Allow the personalized experience to continue.
If you manage to learn enough about your audience to create personalized content for them and you put it on the right platforms to connect it with them, don’t stop there.
Take it from us as veteran NY and NJ SEO specialists with a lot of content marketing experience, you don’t want people to feel that you customized content just to spark that initial connection with them and that they’re just another number once they’re past that stage.
So, do what you can to personalize every arm of your internet marketing and try to to give them every opportunity to actually reach out and form a deeper connection with you and your brand.
There’s no excuse to not try to personalize your content now.
The bottom line is that people want content customized to their specific preferences and expectations now. Why? Because they can. Because enough other brands are doing it.
And while it’s not always that easy nor simple, there are more ways to learn telling information about your target audience than ever before, so there’s really no excuse. So, do your audience and yourself a favor and start making your content a little more personal.
About Us: Climb The Search, a leader in SEO in NJ / NY, offers the total search marketing package, including search engine optimization, website design, and social media marketing. At CTS, we help businesses grow, every day.