While most businesses are beginning to recognize the importance of content marketing, many struggle with creating content that truly engages their audiences, whether it's to establish brand recognition, keep prospects on their site longer, or encourage repeat visitors who can be nurtured into buyers.
Personalization is one way to take your content marketing efforts to the next level. You want to have a conversation with your audience instead of sending them a general message. Understand who the reader is and what they’re interested in and then connect with that person.
People buy from businesses they trust, and quality personalized content is one of the most effective tracks to drive this effort.
Here are five ways you can begin personalizing your content marketing efforts today:
- Know Your Audience
The first step to personalizing content to potential customers is to find out who they are. What type of people are looking at your site and what are they interested in? Take this into consideration so you can better tailor your content to them.
- Establish a Voice
Establishing a voice will help you gain credibility with your audience. Create a tone that reflects who you are as a business and keep it consistent among all channels so your readers can relate better your brand as well as distinguish you among other industry competitors. This will help them trust you and, in return, become a higher quality lead and potential customer.
- Tailor Website Content
Make sure you include calls to action on your website that speak specifically to the reader. Write content that speaks to individuals and their specific needs.
Additionally, think about the various levels of the buyer’s journey your prospects may be in when visiting your website. What kind of language will speak to them? What content will be most relevant to help answer their questions? Building content around these questions will get you in front of your prospects and simultaneously guide them through their purchasing process.
- Tailor Blog Content
While it’s critical to establish a voice across your entire website, it’s especially necessary for your blog. Blog posts are short articles meant to educate your audience about certain topics regarding your industry, company, products, or services.
Now that you know your audience, speak directly to them through your blog posts. Write about what they're interested in and what they want to learn. How can you help them make a better purchasing decision? What questions can you answer or what solutions can you offer for their customer pains, problems, or objections?
- Personalize Lead Nurturing Emails
There are many ways that you can personalize this type of content to both reach and engage with your leads more effectively.
It starts with the subject line. Edit the subject of the email to speak directly to the recipient by adding their name and targeting it to what stage they're at in the buyer’s journey. Whether you’ve emailed them before or this is their first email from you, make the purpose of your communication obvious.
Just as you’re personalizing the email content to the recipient, make sure it’s from an actual person rather than a generic "info@..." responder. Set the sending email address as your own name and close the email with your name and signature information to create more personalized, one-on-one experience.
Use these tips to tailor to your target audience so those readers will continue to look to you and your business for valuable information they can trust.
All the best,
Amanda Willigmann is an Inbound Marketing Copywriter at Stream Companies, a full-service Philadelphia-area advertising agency.