You’ve probably heard that personalization is becoming an increasingly important marketing trend. Consumers, more than ever, want brands to offer marketing content tailored to their tastes and preferences.
Providing such content is a smart way to make a good impression on potential customers. However, from a content creation standpoint, it’s not necessarily easy. Developing marketing content takes time. Adopting personalization in your approach to content creation can seem prohibitive in time and resources.
It doesn’t have to be. Whatever your experience or budget, it is possible to change your content creation strategy to allow for more personalization.
3 ways to offer more personalization with your content
- Start with experiments
Because you know personalization is important, you might want to start leveraging this tactic as much as possible – as soon as possible.
Don’t make this mistake! As with any content creation, your campaigns will be much more effective if you give yourself the time to learn new skills first. Instead of trying to customize dozens of campaigns right away, start with one or two as an experiment.
For example, research shows that people are often more likely to click on marketing emails when brands segment their email lists into smaller groups. This ensures that subscribers generally only receive content that matches their interests. An example would be a sportswear brand offering one segment for people interested only in winter clothing and another segment for those looking only for summer clothing.
- Customize existing content
A smart way to save a lot of time (and money) when changing content creation strategies for personalization is to reuse old content. If you research your old content to find one that has performed well in the past, you’ll likely find that many of your most powerful pieces of content have mass appeal, but could be reused for greater personalization.
For example, maybe you market a brand of kitchen products. Perhaps one of your most successful blog posts or videos has been a roundup of easy dishes you can cook using your business tools. You may be able to select specific entries from this roundup type to create new, more personalized content.
You can use a few recipes to create a blog or video specifically targeting busy parents, college students on a budget, or some other smaller subgroup of your customers. This will naturally help you keep down the costs associated with creating content.
- Create content that you can edit
While personalizing existing content is a smart idea, you can’t just rely on your old blogs, social media posts, videos, and any other content you might generate. You’re going to have to create new content in the future.
When you do, try to create pieces of content that can be easily edited for different audiences. Instead of creating new content for each segment of your customer base, save time by making small changes to one piece.
For example, maybe you are marketing a general budgeting application. One of your marketing videos might feature a voiceover showing users how to access some new features that are available with an update.
Consider creating a main video that includes all the necessary elements for any general audience. Then change it for different customer groups. Adults with children may be more interested in certain budgeting features than students, and vice versa. You can target them accordingly by editing the video so that it only covers what interests them the most. Moreover, you can record multiple versions of the voiceover with different actors. A young and reliable voice can tell the video targeting students, while a more mature voice will help you target older users. You can also make minor edits to the script, so the voiceover can talk about the experiences your customers relate to.
It’s also worth noting that when you experiment with creating content for personalization, you can start creating templates for the type of content that works well. This will help you save even more time in the future.
Don’t let the idea of creating personalized content intimidate you to the point of not embracing this important marketing trend. Your customers will continue to expect personalized content in the future.