8 Expert Tips to Help You Personalize Your Content and Segment Your Audiences:
Personalization and segmentation are closely related, but they are not the same.
They share a common goal (to provide content that reflects what the reader, viewer, or listener wants). But each technique approaches it differently.
So think about it.
Media companies like Disney divide their television audiences into common interest groups. Disney Channel’s audience, for example, differs from ESPN’s audience.
Streaming brands like Netflix customize their shows and recommend new shows based on what they know about individual or family habits.
Your content marketing program may use personalization, targeting, or both at different times for different reasons.
At next week’s ContentTECH meeting, we asked a few experts for their views on each approach’s similarities, differences, and practical implications. Here are their explanations and advice (a bit elaborate).
Segment during planning adapted for delivery
I gather target data to plan your content calendar, limit your audience and understand the complexity of the audience. Personalization includes the use of targeting and other data to display content relevant to the channel.
You can not adapt properly without targeting the public. For example, Netflix uses machine learning algorithms to segment its customer base and then customize content delivery by displaying recommended content based on the idea that you probably like Y, if you like Xs. or Y because people in the same segments you like like X and Y.
Use rules and labels to prevent fatigue in the hand
Segmentation happens when you prepare your marketing resources: the approach to the market, the different distribution channels, and ultimately the destinations or experiences you send your audience.
The personification element really applies to the buyer. If this happens, you can easily configure your brand-name imitation to deliver the content that someone is currently looking for.
It is difficult to find manual and individual adjustments for each customer. So you need some segmentation rules. If you can apply it to content pages, you can think of anything that fits.
Invest in infrastructure to scale content reuse for effective personalization
Content customization and content marketing have the same problem: the need for more and more content to meet the growing need for customer focus. The solution is to reuse the content.
To use content effectively and efficiently, you must:
• Take the stretched contents and divide them into small, thin, reusable parts that cannot be bent
• Create new content with small, thin, reusable, and dimensionless components
• Develop components using best writing reuse practices
• Organize and tag your content so that it is easy to find
• Create all the features you need by mixing and matching the components
• Apply formatting to information assets during the publication
You also need an infrastructure that supports component-based authoring and single acquisition. Reusing the same content for new and different products saves you time and money and allows you to customize your content on a large scale.
Employees are excellent adapters.
Personality means getting the right people to divert marketing communications from other real people. Personalization is not an automated approach to pretending to care about your potential customers.
Therefore, we believe that activating employees is the future of marketing. Encourage your employees to be active on social media, create content, share what they know, and connect with real people. Only then can you attract the best employees and new customers to your business.
A segment to resonate – and measure the impact.
In a survey, we just published, just 56 percent of marketers said they created personalized content with a specific audience in mind. This number is incredibly low. If you want to move forward, you need to keep a specific person in mind when creating content.
Talk about your challenges, needs, and opportunities. Ideally, you should use a content marketing platform that allows you to tag each content per person, measure the performance of your content for each audience, and optimize your program accordingly.
The rule for ABM success
The person should feel that they are getting all the answers they need, almost as if they are running a personal store. They need to feel you are there.
However, companies should beware of the dark and narrow road. If you’re on their website and haven’t spoken to them yet, it’s not about showing them that you know who they are. It’s about listening and using the right signals and showing personal value.
Choose dynamic customization, but don’t make it too complicated
Both personification and segmentation shine when they are dynamic and responsive to the customer journey. Some static goals, like creating and delivering personalized content, pay off (especially if the characters are solid and up to date). Ultimately, real-time personalization based on customer behavior will be even more effective because it is individualized and hyper-relevant to what the person is looking for at the time.
A potential pitfall of personification and segmentation is the temptation to get too complicated. With seemingly endless ways to parse auditory data, content marketing initiatives can become hyper-personalized and confuse the waters by determining which imitation is most effective. It is best to start simple and choose the most important criteria to focus on.
you need both
The biggest mistake in personification and segmentation is not addressing one of the strategies. Brands lose important customer and optimization information if they don’t focus on customizing or targeting the audience (and increasing their efforts).
Segmentation is valuable because it groups customers based on similar identifiable characteristics, such as demographic information or similar digital behavior patterns. Brands can recommend “customers like you” to improve the performance of marketing campaigns. Segmentation allows brands to better understand their audiences so that the message can better align with customer needs.
Personality adds value by ensuring that customers receive the most optimized and relevant experiences and messages for their individual needs. Personalization gives the right information about where a customer with a particular brand is traveling and can ensure that questions are answered. Personalization also helps drive conversions, build customer loyalty, and build trust between customers and brands.