Is Personalized Content the New Standard?

author image Written by: Lia           Categories - Digital Marketing, SEO Tips>Ad Management, SEO Tips>Content Marketing

Learn How Affordable SEO and User-Generated Advertising Strategies Can Yield Powerful Results For Your Brand

Personalized content is taking over the world of content marketing. Why? Because it gets results in a big way. Personalized content increases user engagement. It targets specific needs and increases sales. But more importantly, it’s user-generated more often than not. Big brands have been using personalized content strategies for some time now. And brands that take advantage of it will likely see a significant increase in revenue within the next year. If you want conversions, consider the powerful effects of content personalization, behavioural targeting, and user-generated content. Here’s how it works:

What is Personalized Content?

Whether they’re on your site to make a purchase or for research, the users visiting your site are there for a variety of reasons. Beyond sales and personal research, they might be looking for a job, following a referring link, or could be inbound from a social media post. The details aren’t important, at least for the moment. What does matter is the variety. Keep this in mind at all times and never forget it: User intent varies – so page content should, too. What’s relevant and useful to one visitor might also cause others to leave your page. A massive 71% of consumers want personalized ads, according to one study. Users want content that caters to their needs, after all, so the more effort you put towards creating that personal touch will go a long way. And, of course, personally-relevant content increases interest in a brand’s products and services. So: personalized content converts, which means more revenue for your business. Great! …but where do you start? We’ve got two words for you:

Behavioural Targeting

Behavioural targeting is exactly what it says on the tin: a way to target content based on insights from user behaviour. If you’ve spent any amount of time checking out the insights you get from your site, then you’ve already got a sense of user behaviour. We typically use Google Analytics, and it’s the standard for most digital marketers out there, but we supplement that insight and research with other tools as needed. Regardless of the tools you use, you can easily gather demographic and browsing data to target different content to different types of visitors. This is where personalized content starts to come into its own.

Behavioural targeting can maximize your content personalization as part of an affordable SEO strategy.
Photo by Tom Holmes on Unsplash.

Location Targeting

This behaviour data gives you tremendous insight into different subsets of your audience. Maybe you’ve got a bunch of young professionals in your city who access your site close to payday. You can specifically target these groups based on geolocation data to display ads relevant to their location. Changing your web content based on which country a visitor is from will help with sales, too. If the currency for your products is in their currency, it will remove a barrier to a sale—i.e. needing to calculate exchange rates.

Variables to Target

  • Device – Android phone or tablet, iPhone, iPad, Mac, Linux, Windows, etc.
  • Location – city, province/state, country, region (even neighbourhood)
  • Age and gender
  • Date and time of day – including how close to it is to payday
  • Purchase history
  • Behaviour – clicks, page views, session time
  • Search terms – which keywords brought them to your page
  • Referring URL – what backlinks that brought them to your site
  • Visitor frequency

Ad Targeting

When a user shows interest in a product online, you can target ads based on this behaviour. Users will start seeing ads on websites with a product they previously searched for. This is like online stores creating lists of suggested-items for visitors based on their search behaviour—i.e. “Customers Who Bought This Item Also Bought,” “You May Also Be Interested in These Items,” and, “Frequently Bought Together.”

Ad targeting based on behavioural variables can help you develop segmented content.
Photo by rawpixel.com on Unsplash.

Segmented Content

So now you’ve done your research and you’re ready to start specifically targeting key user groups. Fantastic! Using all your target research, you can develop A, B, and C copies of a home page or landing page to better target your user groups. For example, users visiting a page from one target group will see page A, while others will see B and C, respectively. This is segmented content, and it relies on some smart software and plugins that interact with your site and ad campaigns. It’s an easier, if still somewhat generalized, method of personalizing content. But developing personalized content based on these variables and behaviours is a time-consuming process. Why not have your users do it for you?

User-Generated Content

Creating content is a time-consuming job as is. Social media, site content, and images take time to research, plan, develop, and implement. You’re already creating content for a variety of audiences. It’s part of your initial content strategy. Fitting in these subsections is even more time-consuming than your existing content efforts. The solution? Get your users to do it for you. Instead of spending extra resources trying to make relevant content for everyone, why not leave the work to your audiences instead? Some brands are turning to talented consumers and influencers, asking them to share their experiences in a creative way. It’s a working partnership that creates greater authenticity for these brands by having actual consumers use and engage with products in more meaningful ways. It’s a remarkably affordable SEO strategy that keeps your costs low, too.

User-generated content is an equally beneficial and affordable SEO tactic.
Photo by Skye Studios on Unsplash.
These content creators use social media to share relevant brand content and reach new audiences. Because these creators and influences have such dedicated followings, it means your brand gets in front of even more eyes. In turn, this authentic, engaging social content creates meaningful connections with consumers. Businesses may find it difficult to keep up with personalized content creation, especially across all platforms. There is an ever-growing demand for content across various channels, especially social media. Brands may think they don’t have the resources or technology to invest in this personalized content marketing. But there are solutions to get you on board this new powerful ship to conversions. With the right approach and strategy, this remarkably affordable SEO means your business can offer engaging, personalized content that converts. CONTACT US TO LEARN MORE!  


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