ave you ever read something that really connected with you? That’s what we mean when we say content personalization.
Let’s be honest here. General marketing tactics don’t work for everyone.
They are not substantial and don’t bring the returns you might be expecting. The hard truth is that your target audience loves it when you talk about them and not your product/service.
To a marketer, this is the first point of connection that excites a buyer to willingly make a purchase.
Now, many bloggers are great. They create well-structured content. They are good at crafting headlines that arouse readers’ interest. They pay attention to SEO and dodge their way to Google’s first page. Let’s not even talk about their eloquence. They seem to be nailing it.
But… there is something missing.
They lack content personalization. Bloggers can’t connect to the audience in a way that they don’t feel left out. The results? They can’t boost their sales or conversions with their awesome content.
Whether you’re a local content marketing agency or you’re a digital marketer that’s learning to DIY, leveraging the power of content personalization will help you connect with, and engage your target audience.
What Is Content Personalization?
Digital marketing has been the backbone of businesses for many years. There have been different methods of marketing over time but today’s technology has brought it to another level.
This was the entry point of personalization and as of the moment, it’s the go-to strategy for many businesses that want to record a huge ROI.
In simple terms, we can describe content personalization as the art (or science) of creating a unique experience for every reader that lands on your blog according to their characteristics. Readers should feel as if all their interests are taken into account.
The goal is to recreate that warm feeling you receive when you go to your regular cafe and the waiter brings your favorite coffee before you even make an order.
Research has it that 88% of marketers that use this trick record a higher improvement in their digital marketing strategy. While we are not speaking about marketers but your blog, this hack still has a huge impact on your conversion rates.
Enough about that and let’s go to the real thing.
How do you make your blog posts a favorite for readers?
How do you use personalization to connect a reader’s problem and tie a solution?
How do you change your blog from a read-and-forget blog to a read-connect and impact blog?
Let’s have a look at the seven surefire tips to personalize your blog and engage with readers at a deeper level.
- Use Data to Understand Your Target Audience
You have probably managed to garner a huge following and feel proud of yourself to have thousands of people reading your blog posts daily. Getting such massive following might have not been a walk in the park as you had to use robust SEO tactics.
That was the first hard part. The second hard part is understanding your audience. What do they love? What is their age group? You then come up with content that does not sideline anyone.
There are 2 types of data you can use to define and understand your audience:
Visitors Behavioral Data
Behavioral data shows your conversion history with a reader that visited your blog and relays how he/she mingled with it. It answers questions like if they fell prey and clicked on your CTA if they downloaded an ebook if they read a couple of posts, and how long they took on the blog.
This does not have to do with the reader per se but the mediums they use to land on your blog. What are the devices they use to navigate through your website, which browser do they use, and if they will return in the future?
Once you have put everything in place to collect such data, you can begin customizing your blog for every encounter. This involves considering every type of visitor so that they may not feel left out.
Your blog should easily identify them, everyone should benefit from your special treatment and they should bring value to your business (which is the secret goal of course). This brings us to the next point.
- Provide a Unique Experience for Your Audience
There are over 500 million blogs on the internet today. Out of these, 4 million blog posts are published every day.
With these vast numbers, the competition for the audience is at its peak. How do you stand out and get yourself a sizable number of readers?
This question has troubled not only bloggers but also marketers. The fact is that out of these 500 million blogs, only a few remember that there are actual humans on the other side that want their needs met. This is the escape point that will bring your results.
The blogs that stand out are those that don’t address all their audience as one big lot of readers. However, they break their backs trying to figure out who is their right audience, what they love and what they don’t, and how they want to consume the products/services.
With these differentiators in place, you can leverage content personalization to make every reader feel appreciated.
- Use the Right Emailing Frequency
When readers arrive at your blog, you give them an opportunity to select the right product. This leads them to a specific page with content that speaks directly to them.
For example, you might have a blog about freelance jobs. If you specialize in freelance designing, virtual assisting, and affiliate marketing, you shouldn’t jam all your services to one page.
You should subdivide all the categories to their individual pages for readers to have an easy time navigating through the site. This makes it easy to get information about their needs, uncover value, and gain access to the right information faster.
Getting a huge collection in the email subscription list is a huge win in content marketing. That is not all though. Email frequency has an impact on your brand. It can either make or break you.
If you are sending too many emails, it may seem like you are desperate or crossing your subscribers’ boundaries. The results? Well, you already know.
On the other hand, sending one email a month doesn’t make them connected and hurts your content personalization goals.
How do you incorporate content personalization for email marketing?
Your subscribers are divided into different segments. One group may be okay with receiving numerous emails but the other won’t.
This means that you have to test the frequency of your emails so that you arrive at the right number that is okay for everyone.
If you are starting out, Campaign Monitor’s latest study has many great insights. They found out that sending two emails per week has a high conversion rate. Your audience won’t feel overwhelmed. You can make adjustments as you continue.
- Use Color to Give Your Blog Character
Have a look at your popular blogger’s website.
What catches your attention? The bright, beautiful, and fantastic banner, of course.
The color of the tagline, newsletter, and clothes are similar and everything just seems perfect. Your favorite blogger has used colors that are not common in many blogs. This is already their unique selling point that will attract a huge audience.
Research has it that color brings massive waves of emotional appeal hence increases conversions by 24%. It goes without saying that it is a great tool for content personalization.
How to use color in your blog?
As much as a color is a great addition in your content personalization goals, using it the wrong way does not add value to your blog. In fact, it will ruin it.
Your blog determines the type of color you should use that will quickly hook your audience. For instance, if your blog is about kids’ toys, don’t use black or red colors. Bright colors fit the bill as they resemble kids’ moods.
Women don’t like orange, grey or brown colors. They prefer green, pink or purple. Avoid the former colors if your blog is related to women-related topics.
On the other hand, men don’t like orange or purple colors. They prefer blue and black. These colors are associated with manhood.
If you get it right and leverage on the colors that resonate with your blog’s audience, you’ve not only won their trust but also their hearts.
- Fill Your Blog With Adequate Photos
Photos are great to tell your story in a way that shows your thoughts and moods. Not all types of blogs are good with photos though. Establish first if you should make it a part of your content personalization strategy.
Some blogs that demand photos include travel blogs, fashion, food, and craft. For such websites, photos are even more important than the content. Readers don’t just need facts but evidence to the facts.
You can’t describe to a reader how a lunch of bacon, egg, and sandwich is tasty. They want to see it so that they feel the taste.
But photos don’t do this alone, there are other hidden goodies of filling your blogs with awesome photos. They include:
Photos Play an Integral Part in Your SEO
Search engines like Google don’t use keywords only to help your blog rank high. It also pulls images from websites that resonate with a keyword a reader has typed in.
Pinterest is also another tool that bloggers have leveraged on to rank high. It will read your picture to find out what your pin is about.
Quality Photos = Quality Reading Experience
Have you ever been drawn to a blog because of a photo? If so, was the content that good? There are high chances that you were as happy with the article as you were with the photo.
Readers think that if a photo is blurry and dark, so will the quality of the articles. But sadly it turns out to be false in many scenarios. Don’t let bad images conceal your awesome and mind-blowing content.
Get Noticed on Social Media
Whether it’s Facebook, Instagram or LinkedIn, social media users are attracted to posts that have amazing images. They get you on top of the posts when you make a search. The results are winning more followers.
- Leverage on the Power of GIFs and Videos
Content personalization is not enough with images. Videos and GIFs have equal importance too. You will never go wrong here.
GIFs are relatable to users. They are effective and they bring ideas in visuals that connect perfectly with the audience.
Emilie Johnston is a passionate marketing expert who researched ways to integrate media on a business website.
From her experience of working with CloudApp that integrates media with the business flow, she came up with three testaments of using GIFs and Videos for content personalization.
- Creating detailed segments
- Looking for engaging and videos and GIFs
- Letting your audience understand your brand
When it comes to video, you may think that it’s only applicable to companies with a huge budget on marketing. This might throw cold water on your shoulder as your blog isn’t that big.
However, things have changed. The technology today is affordable and with your phone, you can still create awesome videos. You can give it a shot and the results will amaze you.
- Don’t Be Afraid to Test the Limits
The blog is your possession. You drafted it, created it and it’s where it is because of you. Bragging about it a little bit doesn’t harm your reputation. In fact, it connects with your audience in a stronger way.
There is nothing wrong if you put a big image of you with your dog. You can also include a bold statement and add as many images as you can.
A good example to showcase this is Pat’s blog smart passive income. He’s even gone ahead to include his signature on the welcoming page. Everything he has used is inspired by his favorite movie.
His ROI isn’t bad either. He has managed to set up a company and training center with numerous students enrolling every month.
In a nutshell, you should show your audience what you do aside from blogging. What are your hobbies? What do you love to write about? What inspires you to blog and so on.
Content Personalization Is #Winning
As a blogger that wants to grow big, it’s easy to forget your primary reason for creating the blog, the people of course. If this happens, your blog is in danger.
There is a lot of desire from viewers to get what entertains them. To keep up with this insatiable desire, bloggers have to up their game taking a keen eye on new trends and topics.
However, you should not go too far trying to gratify this desire. The tips we’ve talked about will help you use content personalization in your content marketing plan so that your blog engages with your audience and doesn’t look creepy. Give these tips a shot and tell me what you think!
Links to resources used:
Neil Patel on content personalization https://neilpatel.com/blog/website-personalization-hacks/
Evergage Study on content personalization benefits https://www.evergage.com/blog/press/new-evergage-study-shows-compelling-personalization-benefits/
HostingTribunal stats https://hostingtribunal.com/blog/how-many-blogs/
Campaign Monitor on email marketing https://www.campaignmonitor.com/blog/email-marketing/2019/07/secret-to-creating-personalized-content-relevant-not-creepy/
Color Insights by Getuplift https://getuplift.co/emotional-targeting-leverage-the-power-of-emotion-to-grow-conversions/