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Content personalization is a really powerful tool that allows you to differentiate your content at different stages of the purchase funnel to help it be hyper-relevant to the right user at the right time.
There are a number of benefits to content personalization.
How can you give your content that personal touch?
Being able to do your research around your audience segments and understand their consumer journey is hugely beneficial.
Here's a great example of content personalization and one of my favorites from a brand called Vidyard.
They created a simple, super personalized video campaign of bespoke video assets. They targeted individuals from a high-value potential for their business that they actually seeded out to drive the commitment to their potential clients.
The man in the video addresses each of the people individually, and he has a message for them that, relevant to their own audiences, mentions co-workers in their office or previous conversations that he's had. It's a really good example, if not possibly one that's not the most time efficient. It was a great piece of content that helped Vidyard hit their sales target.
Another great example of content personalization is from fashion retailer H&M.
As you can see, users who have purchased on the website are also treated to other content from, "You might also like this outfit." It's able to look at the individual items that you have been searching and recommend complementary items of clothing that would fit with your basket contents.
It's a really clever way for them to upsell their accessory suggestions, and also auto-generate list space off of the user's input with the website. These lists demonstrate the brand's interest in their customers or appearing interest as the case may be, and, again, result in their overall business objectives.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Creative Director at Teneo PSG Digital
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.
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