How to Personalize Your Content Marketing

How to Personalize Your Content Marketing

By some metrics, about 74% of online consumers get frustrated with websites when content appears to have “nothing to do with their interests.” Similarly, personalized emails deliver six times higher transaction rates, but 70% of brands fail to use them.

What does this tell us? Personalization is the next major wave in content marketing – and, so far, businesses are having trouble keeping up. Folding personalization into your digital marketing campaign will help you stand out from your competitors, all while also increasing engagement and loyalty among your customer base.

Ready to get started with personalization? There are lots of approaches your brand can take to adapting your content for individuals, based on your budget, scope, and labor constraints. Here are three ideas to kick around:

Start Simple

There are all sorts of small tricks you can try to add a more personal feel to your content, without having to set up any complex systems or metrics. First, it’s important to remember that your audience likes being spoken to, rather than spoken at. Writing in the second person – emphasizing “you” and “your” rather than “we,” “I,” or “our” – has been proven to increase the success of digital marketing materials, according to Hubspot.

Position the user at the center of your brand narrative, and they’ll feel more welcome and willing to take an action, like purchasing your product or subscribing to your newsletter. Adopt a conversational tone and make your user feel like a true part of the discussion.

Another easy – albeit time-consuming – way to get started with personalized copy? Actually write personalized copy. For some brands, particularly B2B organizations that rely on a few high value clients, a personal, authentic email, offer, or survey can make a huge difference to your bottom line (just be sure to give your fingers a well-deserved rest after firing off all of those messages).

Try Your Hand at Dynamic Content

Dynamic content, also called adaptive content, is copy that adjusts itself automatically, based on the person reading it. You’ve almost certainly seen one simple version of this, every day: Whenever an email comes to you with your name in the subject line, that’s dynamic marketing in action. Thousands of people get similar emails, with one or two personalized touches.

With that in mind, there are all sorts of ways that brands are putting automated dynamic content to work. Designers have implemented dynamic content in all sorts of ways, from personalized emails to enhanced landing pages to tailored lead-caption forms.

Segment Your Audience

There’s overwhelming evidence that the time you send a tweet makes a major difference in terms of engagement and clickthrough rates. All the facets of your content marketing campaign work the same way: Location, timing, and targeting are everything. The personalization tactic that takes all of those into account is known as segmenting.

The key tenet of segmenting is to break your audience down from one enormous, faceless monolith (or, at least, one endless spreadsheet of emails) into approachable segments. There are all sorts of factors that you can use to personalize and target audience members without having to resort to dynamic personalization. Try considering sending your emails at different times based on time zone, targeting your discounts based around geographic area, or by purchase behavior (i.e., a different digital coupon book sent to high volume and low volume buyers). For more, salesforce automation firm Pardot does a great job of breaking down some segmentation case studies in this excellent blog post.

Ready to start discussing the personalization methods that are right for your brand? We’d love to keep the conversation going! Drop us a line today, or feel free to reach out on Twitter or Facebook.

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).