Ask any marketer: Creating great content takes work.
Marketers today are feeling the pressure to create and distribute a variety of content assets to drive awareness, demonstrate expertise and fuel conversations with their target audiences.
All marketers can agree that creating quality content takes time and plenty of resources -- from the point of initial ideation all the way through to content development and syndication. Content production operates as an ongoing machine in the marketer’s world; and oftentimes, there never seems to be enough of it. Marketers are developing multiple content assets across many brands, regions, and audience segments with an end goal that this content will lead to consumer relationships, quality opportunities and ultimately, conversions.
In the digital age of 1:1 marketing, you can’t have content marketing success without personalization. Further, you can’t personalize content without understanding your buyers. Gaining insights on customers through profile data helps marketers determine who their target personas are and how they should segment their audiences moving forward. Without the right visitor and customer data profiles, content marketing processes, and personalization tool, it’s impossible to deliver personalized content experiences across platforms and your well-oiled content marketing machine will go dry fast.
Personalizing the Customer Journey: 4 Steps for Building a Content Machine
Content drives many facets of marketing from the story to the digital experience to related campaigns, and it all has to be personalized for your customer. It’s clear that content has evolved to become a key component in the marketing stack, and that’s not going away -- not anytime soon at least.
To ensure your content machine stays well-oiled, here are four key steps for content planning in the era of personalization.