Personalising Content Online: Whether creating content or marketing your business, personalisation is key to cutting through the noise and connecting with your audience. Generic, one-size-fits-all content simply won’t capture attention or drive engagement anymore.
Instead, savvy content creators are turning to personalisation to deliver targeted, relevant experiences that resonate with each individual user. The benefits of crafting personalised content are immense, from boosting engagement to increasing conversions. This article will explore how you can tap into personalisation to captivate your audience.
The Importance of Personalised Content
Personalisation uses data and insights about each user to deliver custom experiences, recommendations and messaging. According to recent research, 91% of consumers are more likely to shop with brands that provide personalised offers and recommendations. Personalisation has become a must-have, not just a nice-to-have.
When you personalise content, you demonstrate that you understand your customers as individuals with unique needs. This helps build stronger connections and makes it more likely users will engage with your brand. Personalised content also leads to higher conversion rates. By tailoring messaging and offers, you remove friction from the user journey and guide customers smoothly towards conversion.
Strategies for Personalising Your Content
So, how can you put personalisation principles into practice? Here are some key strategies:
- Use segmentation – Divide your audience into groups based on common attributes like demographics, interests, behaviour and more. Create content tailored to each segment.
- Dynamic content – Use data points about each user to display customised content in real time. For example, show relevant products based on past purchases.
- Personalised subject lines – Craft email subject lines that include the recipient’s name or reference their behaviour. This significantly boosts open rates.
- Recommendation engines – Use automated systems that analyse data and behaviour patterns to deliver personalised recommendations. This provides a customised experience.
- Testing – Try different versions of content to see what resonates best with each segment. AB test subject lines, images, offers and more.
- Timing – Identify when your users are most likely to engage with certain content and align your delivery for optimal response.
Tools and Technology Enablers
Advanced tools and technology play a crucial role in enabling personalisation at scale. Here are some solutions to consider:
- CRM platforms – Collect unified customer data for a single view of each user. This powers personalisation across channels.
- Digital experience platforms – These products provide capabilities to manage, optimise and personalise every customer touchpoint. One example of a digital experience platform is Optimizely Developer x2. This platform offers marketers and teams the ability to fully manage and optimise their digital presence and customer experience across every touchpoint. It brings together solutions for content, commerce, and real-time intelligence that drive personalisation at scale.
- Content management systems – These systems have plugins to set up segmented audiences and craft targeted content.
- Marketing automation tools – Drive dynamic, personalised messaging via email, site experiences, ads, and more based on customer data and behaviours.
- Analytics – Collect and analyse data on user engagement and responses to optimise your personalisation strategies.
Personalising content is no longer optional – it’s a baseline user expectation. When you provide tailored experiences, you demonstrate a true understanding of your audience’s needs and preferences. This nurtures lasting engagement and loyalty. Dedicate yourself to not just creating content but creating content that resonates with each user.
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