May 5, 2020
You’ve likely heard that personalization is becoming an increasingly important marketing trend. Consumers, now more than ever, want brands to offer marketing content tailored to their tastes and preferences.
Offering such content is a smart way to make the right impression on potential customers. However, from a content creation perspective, it may not necessarily be easy. Developing marketing content takes time. Embracing personalization in your approach to content creation could seem prohibitively time and resource-consuming.
That doesn’t need to be the case. Regardless of your experience or budget, it’s possible to modify your content creation strategy to allow for greater personalization.
3 Ways to Offer More Personalization with Your Content
- Start with Experiments
- Personalize Existing Content
- Make Content You Can Modify
Because you know personalization is important, you may want to start leveraging this tactic as much as possible – as soon as possible.
Don’t make that mistake! As with all content creation, your campaigns will be much more effective if you give yourself time to learn new skills first. Instead of trying to personalize dozens of campaigns right away, start with one or two as experiments.
For instance, research shows that people are often more likely to click on marketing emails when brands segment their email lists into smaller groups. Doing so ensures followers generally receive only content that’s relevant to their interests. An example would be a sports apparel brand offering a segment for people interested only in winter clothes and another segment for those only looking for summer wear.
A smart way to save a lot of time (and money) when modifying content creation strategies for personalization is to repurpose old content. If you research your older content to find which performed well in the past, you’ll likely discover many of your strongest pieces of content have mass appeal but could be repurposed for greater personalization.
For example, maybe you’re marketing a brand of kitchen products. One of your most successful blog articles or videos may have been a roundup of easy meals you can make using your company’s tools. It’s possible you could select specific entries from this type of roundup to create new content that’s more personalized.
You could use a few recipes to create a blog or video specifically targeting busy parents, college students on a budget, or any other smaller subgroup of your customers. Doing so will naturally help you limit the costs involved in content creation.
Although personalizing existing content is a smart idea, you can’t rely solely on your old blogs, social media posts, videos, and any other content you might generate. You’re going to need to create new content in the future.
When you do, try to create pieces of content that can be easily modified for different audiences. Instead of making a new piece of content for each segment of your customer base, save time by making small changes to a single piece.
For instance, perhaps you’re marketing a general budgeting app. One of your marketing videos might feature a voiceover explaining to users how to access certain new features available with an update.
Consider creating one master video that includes all the necessary elements for any general audience. Then, re-edit it for different customer groups. Adults with children may be more interested in certain budgeting features than college students, and vice versa. You can target them accordingly by editing the video so that it only covers what’s most interesting to them. Additionally, you can record multiple versions of the voiceover with different actors. A relatable young voice can narrate the video targeting college students, while a more mature voice will help you target older users. You might want to make minor edits to the script as well, so the voiceover can touch on experiences your customers relate to.
It’s also worth noting that as you experiment with content creation for personalization, you can begin to make templates for the type of content that performs well. Doing so will help you save even more time in the future.
Don’t let the idea of creating personalized content intimidate you to such a degree that you don’t embrace this important marketing trend. Your customers are going to continue to expect personalized content in the future.
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