Marketers already know that personalization, done right, drives campaign results. For example, first name personalization in a marketing email’s subject line is one of the leading predictors of whether it will be opened.
In general, more personalization is better. But, until now, personalized content has had one major drawback: The time involved.
No matter whether you were writing for people with a specific job title, industry affiliation, budget, or anything else, you had to painstakingly develop content for each scenario.
That means a lot of work – and rework.
Personalization in Content Overcomes the “Customization Bottleneck”
The hyper-personalized content paradigm is different:
Content Draws on Data Sources in Real Time
Truly dynamic content is created the moment the user clicks the “download” button. Using advanced rules and parameters, it pulls the latest information from external and internal sources and delivers custom output. Not only can that include the client’s name, company name, and so on, but it can also pull statistics or other research and render it “up to the minute.”
Content Frameworks Can Change Instantly
With dynamic content, your applications populate a template with data on demand. Visual attributes, like colors, fonts, and graphical elements, can be stored in a “single source” file – so changes to an entire library of documents may be made with a single tweak. This also makes it easier to align with customer needs; for example, creating mobile-friendly content.
Content Can Layer Customization
Creating individualized content with current methods can be quite difficult unless the user shares a great deal of information – think of popular personality quizzes, for example. The new content paradigm will be very different, calling upon the complete breadth of information each prospect provides through a whole history of activity on your website.
Getting Ready for Hyper-Personalization
Hyper-personalized content can include a wide range of output:
- Project estimates or other quotes.
- Invitations to special live events.
- Analytics and industry reports.
- Brochure, guides, and case studies.
To make them possible, at least two streams of data are necessary:
Today’s analytics suites can gather an immense amount of user data, collate it, and even compare trends between users. Basic information like geographical location, device, browser, and articles read can be captured this way.
Active Progressive Profiling
As prospects move through the buyer journey, they should volunteer more information – starting with basic details and progressing toward stronger qualifying questions. These tend to reveal the most about the type of content the user needs.
Today’s CRMs and analytics platforms accelerate content creation while furnishing a dizzying array of personalization options. Firms serious about content marketing success should dig deep into how they can capture data and recombine it into custom-tailored content.