{"id":6818,"date":"2017-07-10T08:00:36","date_gmt":"2017-07-10T15:00:36","guid":{"rendered":"https:\/\/www.constant-content.com\/blog\/?p=6818"},"modified":"2018-04-23T15:16:53","modified_gmt":"2018-04-23T22:16:53","slug":"9-powerful-ways-to-hyper-personalize-your-content","status":"publish","type":"post","link":"https:\/\/www.constant-content.com\/content-writing-service\/2017\/07\/9-powerful-ways-to-hyper-personalize-your-content\/","title":{"rendered":"9 Powerful Ways to Hyper-Personalize Your Content"},"content":{"rendered":"

\"Personalization\"<\/p>\n

Personalization in marketing is nothing new. For years, it’s allowed marketing teams to deliver more persuasive messages to the right people at the right time, which ultimately improves results.<\/p>\n

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A Demand Metric study from 2016 reported that 80%<\/a> of marketers think personalization is more effective than “unpersonalized” content. Now, “hyper-personalization” has become the new norm, where companies use data to modify content based on a customer’s location, browsing behavior, purchase history and more.<\/p>\n

Hyper-Personalization: The Risks<\/span><\/h3>\n

Automated marketing software has made collecting consumer data much easier. But the challenge for marketers is to use this data to deliver personalized content in a non-invasive way.<\/p>\n

There’s a fine line between individualized content and perceived \u2018creepiness,\u2019 as discount retailer Target found out<\/a>. They tracked one teenager’s purchase behavior to determine that she could be expecting and sent her offers for baby-related products. On seeing these offers, her father complained, unaware that she was in fact pregnant.<\/p>\n

This highlights the need for marketers to use personal data to help customers, not alienate them. So, how do you personalize content without being too invasive? Here are nine ideas to get you started, organized by category.<\/p>\n

Website-Driven Content<\/span><\/h3>\n
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  1. Self-Identification<\/strong><\/li>\n<\/ol>\n

    Management consultant firm Sales Benchmark Index<\/a> creates individualized content for different client personas. When you arrive on their website, you select your role \u2013 CEO, sales leader, marketing leader, HR leader or sales rep \u2013 and are taken to a customized page that speaks directly to your needs.<\/p>\n

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    1. Geolocation <\/strong><\/li>\n<\/ol>\n

      Let’s say you run an online store in Los Angeles and have customers from all over the U.S. Obviously, it costs less to deliver goods to customers in California. Using a geolocation tool that maps visitors\u2019 IP addresses, you could display a free shipping coupon only to visitors from California. That could drastically improve your conversion rates for Californian customers.<\/p>\n

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      1. Website History <\/strong><\/li>\n<\/ol>\n

        Every company has website visitors that don’t make a purchase or fill out a form. The next time you engage with these shoppers, via email or the Web, you can retarget them to deliver more useful content to prospects, based on which pages they have previously visited. For example, how-to guides, testimonials and price calculators. Generally speaking, this is done through cookies placed on your visitors\u2019 computers, allowing you to deliver content that is more relevant when they return to your site, or (through display ads) deliver relevant ads to them when they browse away from your site.<\/p>\n

        Demographic-Driven Content<\/span><\/h3>\n
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        1. Personalize Emails <\/strong><\/li>\n<\/ol>\n

          According to Experian, personalized emails generate on average six times more revenue<\/a> than non-personalized ones. Here are a few things to consider:<\/p>\n