Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Content Marketing

5 easy ways to infuse personalization into your content marketing [Infographic]

By Iris Hearn

5 easy ways to infuse personalization into your content marketing [Infographic] Blog Feature

Hyper-personalization has become a way of life.

From Netflix to Amazon and Spotify, brands have been using personalization to keeping customers engaged and loyal and as consumers, it’s really become the expectation.

Buyers want to be able to access the information most valuable to them without having to jump through hoops to get it.

If your website can deliver on that expectation, you’re cutting a lot of the clutter out of your sales process.

However, you don’t necessarily need complex algorithms or advanced AI in place to deliver on this expectation.

No matter what your size, your brand can create highly personalized experiences on your website with an adapted content marketing strategy.

With all the data marketers have access to on their contacts, their web behavior, and their buyer’s journey, it’s easier than ever to create a highly personalized experience for your personas as they explore your website.

In fact, a recent infographic from Whiskdata (shared below) reported the following:

  • 94% of marketers believe delivering personalization is critical or important to reaching customers
  • 74% of marketers say personalization has a high impact on engagement
  • 70% of businesses are still underutilizing the power of a custom tailored web experience
  • 68% of marketers say personalization based on behavioral data has a high impact on ROI

Landing pages

Marketers put a lot of strategy into getting a visitor to get into the landing page, so it’s important that once they’re there, their experience should be as compelling as possible. Personalization can play a big part in this.

Here are a few key areas to consider using personalization on your landing pages in:

  • Form - Utilize progressive profiling on the form so they don’t have to fill out information they already have in the past. This will also allow us to collect more information about them to add to their contact record.
  • Copy - Even if this is the first form they’ve filled out on the website, make sure the copy speaks clearly to their pain points that would lead them to filling out the form, and make it clear how taking the action will help resolve it.

Interactive polls & quizzes

The easiest way to get visitors to tell you about themselves is to put the questions into an interactive quiz.

This is a mutually beneficial strategy, as the user gets insights into themselves as they go through the questions, and marketers gain valuable information on the contact for them to take action on!

Use geolocation

By utilizing visitors IP address (or the location they previously shared with you), you can create a very personalized experience that cuts out the clutter and allows users to get what they're looking for immediately and get you closer to making a sale.

Marketers can use this to show nearby store locations, connect them with sales staff in their area, show products that are relevant to their area or customize graphics that are more specific to them.

First step: Study historical data on behavior

To personalize your content, start by looking at your persona’s activities with your brand. Specifically, you can look at:

  • Website behavior - How are users interacting with your website? What is the typical flow they go through in the buying process? By looking at this, you can identify what is the most valuable to your personas, and use that to improve your overall site user flow.
  • Email engagement - After providing us their information, users email engagement will tell us a lot about how strong your email marketing efforts are. Take a look at open rates, click through rates, and opt-out metrics to determine if your email strategy is effective. If you’re not satisfied with these numbers, it would indicate that users are not feeling the personal touch on these, and can tell that is an automated email.
  • Purchasing/sales process behavior - Finally, look at your personas behavior in the sales process. What questions are they asking that we could answer on the website? What pain points are we not addressing correctly?

Read the full infographic from WhiskData here:

Why-Personalization-is-key-for-content-marketing

Topics:

Content Marketing
Infographics
Published on May 10, 2020

Recent Articles

How to Master the Art of Using Content in the Sales Process

By Kimberly Marshall on October 12, 2021
10 min read

How to Write About Your Competitors on Your Business Blog or Website

By Kevin Phillips on September 30, 2021
12 min read

How to write a pillar page (with examples)

By Liz Moorehead on August 30, 2021
13 min read

Content manager job description for marketing teams (all industries)

By Liz Moorehead on August 24, 2021
9 min read

7 content marketing mistakes you’re probably making [+fixes]

By Paul D. Grant on August 20, 2021
9 min read

7 content marketing KPIs you must be tracking in your strategy

By Kimberly Marshall on August 18, 2021
12 min read

What it takes to dominate organic search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)

By Kathleen Booth on July 26, 2021
34 min read

5 HubSpot Sales Hub tips for assignment selling

By Tracey Stepanchuk on July 23, 2021
7 min read

How to add video to the sales process

By McCoy Worthington on July 20, 2021
6 min read

17 best content marketing platforms for 2021

By Kimberly Marshall on July 19, 2021
9 min read

How to create a YouTube channel for business (+ examples)

By McCoy Worthington on July 16, 2021
7 min read

8 best business website designs (updated for 2021)

By Sam Lauron on July 15, 2021
5 min read

HubSpot vs. ActiveCampaign: a head-to-head comparison

By Tracey Stepanchuk on July 13, 2021
5 min read

Types of content marketing explained (+ examples)

By Kimberly Marshall on July 6, 2021
9 min read

58 content marketing statistics to supercharge your strategy for the end of 2021

By Ramona Sukhraj on July 1, 2021
8 min read

Content marketing for startups: How any new business can get started

By Kimberly Marshall on June 21, 2021
15 min read

Content marketing for small businesses

By Kimberly Marshall on June 17, 2021
11 min read

8 frameworks for content creation Ft. Greg Digneo (Inbound Success, Ep. 196)

By Kathleen Booth on May 24, 2021
32 min read

13 great examples of comparison blog articles

By Kimberly Marshall on May 14, 2021
9 min read

6 can't-miss content marketing trends (updated for 2021)

By Ramona Sukhraj on May 13, 2021
6 min read

7 biggest reasons your content marketing is failing (and how to fix them)

By Kimberly Marshall on May 10, 2021
9 min read

9 B2B companies absolutely crushing it with content marketing

By Ramona Sukhraj on May 5, 2021
6 min read

IMPACT+ vs. DigitalMarketer vs. Business Made Simple: Which is right for you?

By Kimberly Marshall on May 4, 2021
13 min read

6 digital marketing examples to learn from in 2021

By Kristen Harold on May 4, 2021
13 min read

Content marketing benefits: What you're missing out on in 2021

By Ramona Sukhraj on April 22, 2021
8 min read