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Why You Need Content Personalization

August 16, 2018    |     S. R. Dolan

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Personalization is already a part of your personal life, whether you’ve realized it or not. When you turn on your Smart TV and log into Netflix, Amazon, or Hulu, the first thing you see is a series of recommendations for you based on what you’ve previously watched. When you sign up for a podcast service, your account setup includes a series of questions about your interests. Half of the ads you see on social media are specifically targeted at you, based on actions you’ve taken, purchases you’ve made, and content you’ve consumed online.

At first, personalization can seem a little scary. But it’s not Big Brother—it’s a chance for marketers to actually serve relevant advertising to users, while users have the chance to cut out a ton of irrelevant information from their daily lives.

If you’re not embracing personalization in your B2B marketing, you’re running the risk of falling behind the competition. Personalized content marketing can mean the difference between success and shuttering your business.

There are three simple reasons why you need content personalization to move your business forward.


Better Content

In general, using personalization means that you have a ton of data on your target audience and customers. Using that data to personalize content will inevitably change the course of your content, driving you to steer it more towards the interests of your audience. But that content needs to meet your prospects at the deepest level. Individualized content personalization works far better than segment-based personalization, according to a 2016 study by Demand Metric.

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Data gathered with personalization in mind gives you the opportunity to create content that really hits home.

In addition, newsletters and long-form articles go from drab updates to in-depth, engaging content pieces that truly drive conversions with personalization. Individual-focused personalization efforts allow you to grow your subscriber list and deepen your target audience


Better Analytics

All this personalization also means that your customer journeys will become more unique as well. While this will certainly require a lot more legwork, the data outputs will be well worth it. Your analytics will no longer be limited to clicks, opens, and views. Personalization gets at the heart of your target audience base, giving you deep insights about the interests and character of each of your prospects.

Content personalization and the data tracking associated with it means that this person:

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...becomes more than just their contact information. Instead, you’ll know what content they interact with on a regular basis, giving you a better view of who they are and what they’re looking for:

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Armed with this information, the content cycle continues and builds upon itself. Your content can begin to reach more people at a more specific level, weeding out the half-hearted and pulling in the truly interested.


More Revenue

Money is the name of the game in marketing, and we’re all looking for the key to generating more revenue. Personalization can easily double or triple the value of your subscribers and leads, which directly impacts your revenue. In addition, those higher-quality leads foster a better relationship between your marketing and sales teams.

It’s simple. If you want to make more money in B2B marketing, you need better content and better data—two things that go hand in hand. But as we know, content isn’t free and data collection isn’t easy.


Challenges

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Demand Metric also asked survey participants who weren’t personalizing content why not? The challenges listed are all very real hurdles that each of us has faced along the personalization journey. It’s not easy to get your business up to speed with the resources and technology required to personalize content and deliver it on an individually-focused level.

Luckily, there are options available for those who can’t manage content personalization on their own. The Mobius Platform offers all of the benefits of content personalization without the hassle of hiring, training, and funding a whole new marketing team.

Find out more today and see what Mobius can do for you.

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