Discover the impact of personalized content on customer engagement

Highlights

You’ll learn about the benefits of personalized content:

• Delivering relevant and personalized information increases engagement and enhances customer experience
• Personalized CTAs improve conversion rates and enhance customer loyalty and retention
• Tailored content encourages organic promotion and provides better targeting and segmentation
• Personalized content leads to more qualified leads.

Transform your marketing strategy by embracing customized content. 

Keep reading to learn more!

How many times have you found yourself sifting through irrelevant content when looking for something specific?

Maybe you were searching for headphones, but the website offered discounts on a pen drive or keyboard. Your customers face the same plight when you ignore personalization. Creating meaningful experiences through personalized content is a great place to start with. 

But why is content personalization so important?

Generic messages lead to below-par results, wasting your marketing efforts. When done right, personalization increases the conversion rate because it delivers specific experiences to each customer. 

Read on to learn about personalized content, why it's important and how to implement it in your marketing campaign. 

What is personalized content?

Personalized content is the process of delivering content tailored to customers’ preferences, behaviors and needs. Customization depends on various factors, including demographic data, browsing history, behavioral data and engagement patterns. For instance, Netflix recommends videos and Amazon recommends products based on customer history and past purchases.

In content personalization, you use all the consumer data and information to deliver never-before-experiences. Strategies used in the personalization process are useful for the customer and the company as they enhance the customer’s interaction. With companies growing faster and driving 40% of their revenue from personalization, you cannot afford to overlook content personalization at every step of your customer’s journey. 

Presenting your audience with more relevant content is no longer a business practice; it has become more like a customer expectation. When you share personalized content, you receive better-quality leads, more signups and increased revenue. In short, content personalization means better business. 

Let’s understand the difference between personalized and generic content. 

Personalized content vs generic content

Benefits of personalized content for businesses

Improves customer experience

Personalization leads to satisfaction because customers receive the information that interests them. That is why when you tailor content, you meet your customer’s needs. Sharing content your customers love to interact with helps you build customer relationships. As you learn about your customer's patterns and preferences, you can change your strategies to make every touchpoint impactful. 

Acquires more leads

Sharing custom content shows your customers you understand them and can solve all their problems. Customers only sign up, subscribe or schedule a demo when they trust your brand. 

When you deliver personalized content, you address your customers' pain points while offering solutions. For instance, you can generate targeted advertisements and web pages by examining your website activity or social media connection. With 91% of customers more likely to shop from brands providing relevant offers and recommendations, personalization is the key to your success. 

Builds customer loyalty and retention

Providing your customers with personalized content shows them they can trust your brand, converting them into loyal customers. Most customers prefer businesses that understand their needs based on past behaviors and purchases. Satisfied and happy consumers remain loyal to your brand rather than trying products of unknown and perhaps higher-risk brands.

People who like the content you produce become brand ambassadors. They share their good experience with others on social media. Organic promotion attracts new customers and improves your online brand presence.

Higher conversion rates

Personalized call-to-action (CTA) improves your conversion rate by 202%. Content personalization is important for creating targeted campaigns based on user behavior and preferences. By using analytics tools, you can:

• Provide seamless experiences
• Strengthen customer relationships
• Increase engagement and sales

Personalized strategies make your customers feel valued, building confidence in your brand.

Better targeting and segmentation

Audience segmentation and targeting allow you to use your marketing resources. Segmenting your target audience makes producing content easier. You craft campaigns for them, leading to higher engagement and better conversion rates. When you understand your customers' unique needs, preferences and behaviors, you develop relevant marketing strategies.

What’s the role of headless CMS in personalized content?

A headless CMS is the key to providing personalized content. While traditional CMS platforms encompass as many functions as possible, a headless CMS only deals with content management and allows API to handle content display. You can devise ways of publishing content on the website, mobile application and IoT devices. You deliver an efficient and customer-focused solution.

A headless CMS integrates CRM systems, marketing automation systems and analytics tools, helping you understand customers' likes and dislikes. The data you collect helps you offer the right content to your customers. Moreover, a headless CMS can adapt the content in real time based on actual data, users' interactions, and the surrounding environment.

The system's scalable nature helps you grow your online presence. A headless CMS guarantees efficient content delivery without the constraints of a traditional system. Simplicity and the headless architecture's flexibility are other advantages that make it possible to meet the market's and customers’ needs.

How GetYourGuide used Contentstack to personalize and enrich travel experiences

GetYourGuide was looking to address workflow bottlenecks and expedite content delivery while offering content personalization. To overcome their issues, the company adopted Contentstack's headless CMS. This platform streamlined their content strategy, enabling faster and more efficient creation and distribution across various digital channels. As a result, the company enhanced its content strategy, decreased support staffing needs, engaged high-value audiences, and empowered both technical and non-technical users to deliver content . Additionally, the company launched exclusive experiences and improved localization efforts.

After using Contentstack, Pedro Torres, Product Manager at GetYourGuide, said:

"With Contentstack, we can deliver on -- and exceed -- what customers are expecting, regardless of device, and consistently deliver those experiences as soon as new travel opportunities become available."

Read the full case study here.

Types of personalized content

GPS-based apps

These GPS-based apps personalize content by targeting your customers where they are. For instance, if someone searches for a restaurant “near me” on Google, they get a suggestion based on their current location. You can use these apps to send notices of sales or discount offers based on the customer’s location. As this is a high level of personalization, large companies with businesses in multiple geographies prefer GPS-based personalized content. 

Landing pages

When you align your landing page content with customer interactions on your store or website, you deliver consistent and personalized experiences. Landing page personalization ensures your customers see content that matches the ad that led them there. These pages track customer interactions and adapt in real time, ensuring the most relevant information and offers are presented. This enhances customer satisfaction and conversion rates.

Interactive content

Interactive content provides information you can use to craft valuable and customized experiences. For example, most companies use surveys and questionnaires to establish customer preferences and experiences. Using this data, you offer personalized recommendations. Polls, surveys and calculators are other types of interactive content used to collect information. 

Retargeting ads

Retargeting ads bring back customers who had previous interactions with your brand. Past experiences could include the customer’s prior purchases, visits to the brand’s website and engaging with such things as likes, shares or comments on social media. Having analyzed your customer data, you compose marketing messages closely related to your customer’s patronage.

Email marketing

Personalizing your email marketing shows customers you value their presence and that they’re not just names on your subscription list.

Personalization involves addressing customers by name or including their names in the subject line. Your emails can include dynamic content depending on your customers' preferences, behavior and requirements. 

For example, an e-commerce store sends product recommendations based on their customer’s purchase history, increasing conversion and engagement rates. 

Hero images

The hero image is another hero section, along with your headline and CTA. Implementing image personalization is another step to ensure your customers receive images based on their past behavior and interaction with your website. Personalizing hero images drives more conversions while creating an emotional connection your customers will not find anywhere. 

Marketers use hero images to make customers feel the image was created especially for them. Hero images help you show different images of your product or service, depending on the customers’ gender, age group, visitor’s location and other segmentations. 

How to implement personalized content

Know your audience

Understand your audience's preferences, behaviors and demographics. Use surveys, analytics tools and user feedback to learn more about them.

Identify specific audience segments to target

Segment your audience based on your customer’s age, location, interests and buying habits. Identifying specific audiences helps you create tailored content for each segment.

Provide value

Make sure the personalized content you offer is valuable. Focus on useful information, exclusive deals, or recommendations that make your customers' experience better and more engaging.

Collect necessary data

Gather data using tools like website analytics, customer relationship management, and social media analytics. Evaluate the obtained data to create a comprehensive picture of your customer.

Create personalized content

Develop content that addresses the needs and interests of each audience segment. You can send personalized emails, customized landing pages or targeted social media posts that hit the mark.

Track and analyze performance

Next, track your content performance to know what’s working and what’s not. You can analyze metrics like:

• Engagement rates
• Conversion rates
• User feedback 

Iterate and improve

Use the insights from your performance analysis to tweak and improve your personalization strategies. Update your content and approach based on what you learn to keep things effective and relevant.

FAQs

What is an example of content personalization?

An e-commerce store recommends products based on a customer’s past purchases and browsing history.

What is personalized web content?

Personalized web content offers dynamically changing content based on customer’s user data and preferences.

Why is content personalization important? 

Content personalization improves user experience, drives engagement and increases conversion rates.

Is personalized content good?

Yes, personalized content is good because it connects with your customers, improving business outcomes.

Learn more

Without personalization, your business has no future. You can improve customer engagement and conversion rate only when customers receive information, offers or product recommendations. Sending tailored messages that connect with individual customers helps you build loyalty while staying competitive. 

Do you want to improve your personalization strategy? Talk to us to know how our solutions achieve excellent results.