Content personalization involves getting content that's tailored to people's needs and interests in front of them at the right time, through the right channels, so you can more effectively engage and convert an audience into customers. It's a way to cut through the noise in a content-saturated world.
Michael Brenner at Marketing Insider Group acknowledges that personalization can be difficult when it comes to content marketing—but that doesn't mean it can't be done.
- Understand your target audience. Talk to people who work at the companies you’re targeting.
- Start small and scale. Develop some template content which you can use to customize based on insights gained about a specific customer.
- Leverage data and technology. Data can predict future trends and behavior patterns in order to personalize content and deepen engagement throughout the buyer journey.
Personalization also goes beyond the content marketers produce. As the Founder and CEO of Curata Pawan Deshpande suggests, personalizing curated content is often easier and can be just as valuable for prospects and customers.
(For more on curation, read The Definitive Guide to Content Curation.) Account based marketing's rapidly rising popularity is part of a broader industry move towards content personalization. Developing an effective personalization strategy now means being well positioned for content marketing's future.