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How to Effectively Scale Content Marketing Personalization

4 Steps for Scaling Personalized Content Marketing

You can’t personalize content without knowing the interests and behaviors of your audience. And you won’t be able to understand their preferences without first having a holistic view of customer data across systems. In our last blog post, we talked about 1:1 personalization and how you should take a data-driven approach to segmenting your audience. Now that you have a basic understanding of what data to look for and who your buyers are, combined with their specific interests, you are ready to tackle the challenge of developing and executing on a persona-based content strategy, at scale.

When it comes to persona-based content marketing, you need to be armed with enough content to support all of your personas at each stage of the buyer’s journey. This can feel like a daunting task to many, with frequent limitations around both time and resources as well as inefficient processes that inhibit marketers from scaling their content efforts.

So let’s jump right in. Here are our tips for accelerating your content creation and delivery in order to continuously drive engagement and conversions across all of your individual segments.

Determine value propositions for each of your individual personas

While determining value propositions for your buyers sounds straightforward, marketers often make the mistake of looking at value propositions from the perspective of “what do I want to tell my customers?” The harsh reality is, this is not about you as the marketer, or even about the products and services you provide. This is about your customer and how your offering will impact their life in a positive way. Make sure that when determining the value propositions that will align with each persona, taking a customer-centric approach to this process by focusing on the value you provide them.

Pro tip: It may be helpful to garner feedback from your existing customers for validation that you are on the right track.

Create diverse types of content to support each stage of the buyer’s journey

Once you have identified the value propositions mapped to each persona, it is important to understand the types of content you will need to support visitors across the buyer’s journey. For example, to gain awareness in the market, you may want to use content in the form of social posts or email campaigns. As buyers become more familiar with your offering, they might request third party content, a short whitepaper or one-page overview for further detail. Case studies or customer reviews are often essential at later stages in the buying cycle. In order to meet the demands of your customers, you must ensure that you are prepared with the most relevant content at the right time during their path to purchase.

Pro tip: To save time and resources, extend your content by turning a blog series into an eBook or breaking down a long form asset into several smaller ones.

Increase content efficiency by repurposing relevant materials

It is not uncommon for marketers to recreate the wheel every time they require a new piece of content. This unfortunately is inefficient, wasting both time and resources. With frequent silos across departments, web sites, and technologies, discovering and repurposing content is often a cumbersome process for marketers. In order successfully execute on your content strategy, you will require a central repository to store the all content available for reuse as well as technology that will enable you to quickly and easily search for content by persona, topic, or keywords. These are must-have capabilities if you are looking to streamline your content planning and distribution process. This will also allow teams access to all of your available resources so content can be used, translated, or shared as needed.

Pro-tip: To make it easier for your teams to find relevant content, make sure your content management or syndication tool can support content organization and tagging of assets.

Test, revise, repeat

Once you distribute content to various digital channels as part of your content marketing strategy, evaluate its effectiveness. For instance, in areas where you see a lack of engagement or conversion, make the necessary changes and redistribute. Key metrics to leverage in this process may include:

  • Web traffic
  • Unique page views
  • Time spent on page
  • Click-throughs
  • Conversions
  • Social engagement

Continue to evaluate and iterate in order to capitalize on your content marketing efforts and provide your customers with the most impactful experience.

Pro tip: To make analyzing your content marketing efforts a little easier, integrate your CRM, web, email, and social analytics with your personalization and content syndication tool so you can get a holistic view of your customers’ journeys across channels and devices.

Best of luck on your content marketing journey!

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