How to Leverage Content Creation to Create a More Personalized Experience
On a daily basis, most internet users are bombarded with a litany of marketing pitches and content. Even those who don’t regularly use mobile devices and computers can suffer from forms of “content overload”, whether it be through in-world advertising or various forms of marketing via television and radio.
Finding ways to make your content stand out and gain attention – whether you’re selling or simply persuading – is harder than ever as a result of this dynamic. One of the biggest ways to improve the reception and effectiveness of your content is to personalize the experience for audiences.
Let’s take a gander at how you can transform your content creation process into one that creates more personalized experiences for audiences.
Maintain a Narrow Focus
In many respects, personalizing your brand and its content for a variety of audiences is backbreaking work. After all, pinging links to specialty content variations, drafting numerous forms of copy and maintaining dozens of mailing lists is overwhelming. However, the first steps toward improving personalizing should focus on smaller and more specific actions.
If you try to convert your brand’s image from a generic, one-size-fits-all atmosphere to a custom-tailored fantasy all at once, you will almost certainly become overwhelmed and burned out. As such, focus on specific areas where personalizing the experience can produce results, such as in the shopping cart or in abandonment emails, with social media ads or in landing pages. From there, you can always expand the effort at a later date.
Revamp and Revise Existing Content
If your brand already has a smorgasbord of content, then chances are that you can put this content to good use. When creating a more personalized brand, tapping into the work you’ve already done can speed up the process. Various blog posts and landing pages for example can be repurposed and revised to create multiple variations that target specific subsets of your audience.
Even in situations where the content cannot be personalized further, an analysis of this content may provide you with some new and exciting topic ideas. By running with these ideas, you’ll be able to more easily create new content that sticks to your brand’s theme while also resonating more effectively with specific audiences. Coupled with revising existing content for the same purposes, this can be a highly effective approach.
Create Templates for Content Creation
Ultimately, if you know that a particular piece of content needs to be personalized for a half-dozen different audiences, then building that content from the ground up in such a way makes sense. As such, brands that utilize templates to guide their content creation processes can more quickly churn out new and personalized content. The quicker you’re turning out this content, the quicker you’ll be pinging links to SERPs, via email and beyond to your audiences. It also can save you from a ton of unnecessary work with respect to “duplicating” your content for different groups.
As brands must continue to provide more unique experiences for their audiences, customizing content to be more personal is practically required. By creating templates, revamping your existing content and staying focused on specific actions in the beginning stages, you’ll develop an efficient content creation strategy that allows for maximum persuasion and reach.