Search, search, and search! The term defines a user’s relationship with the internet today. Whether a consumer is looking for casual dresses, cosmetics, home appliances, or anything else, the first thing they do is search for the same on their search bars. The moment they do this, the search engine crawlers start their work to offer the consumer the most relevant post. So, what works here? SEO and content together. Honestly, SEO and content are inseparable.
Marketers are focusing on content for quite a long. Keyword stuffing and irrelevant content are no more working. Search engines like Google only rank meaningful and relevant content according to the search intent of the user. Nowadays, we have come to a step ahead by curating personalized content.
Before we start explaining this – answer the following:
• Do you think your customers can find relevant content and information when they search for your business keywords?
• Do you think they enjoy a seamless experience searching for the content or are there friction points in their journey?
You know the answers yourself, and you need not tell us. However, if you feel that your customers’ journeys are not as good as you want them to be, it is time to use personalized content.
As you post your content consistently, you must also test, analyze, and refine your customer experience strategy. If you miss this, you will be at risk of losing your current and future customer base. Content marketing is an inevitable part of the entire customer experience.
In the following section, we will see how creating personalized content is important.
What is Personalized Content?
Modern customers crave personalization at every touchpoint. Right from the shopping experiences to the food they eat, not to mention their jewelry choices and home décor – everything has an element of personalization. No wonder why a coffee mug from Starbucks has everyone’s heart in it.
Visualize this – A user clicked on your website, browsed through all the products, checked a few, and added some to the cart, but did not check out.
What you must do now? You know the customer didn’t check out and to encourage your customer to re-visit the page again, you can send some promotional offers only on the products currently added to his or her cart. This is a simple example of creating personalized content.
How can you personalize your content?
Your SEO in Kelowna is useful only when your content is valuable, authentic, and relevant. So, creating personalized content sounds ideal not only in theories but also in practical life.
While creating personalized content, marketers must understand the demographic factors and ideal target personas to appeal to the audience. The idea behind creating personalized content is that it is highly relevant and suitable for the user.
Every user or at least a specific group of the audience has different wants and needs.
Each user visits your website with varied preferences, different budgets, style needs, and more. This is the point where audience segmentation comes to play.
Whether you are using Google Analytics or any other web analytic service, it is easy to break down the audience into different segments. The user behavior insights will tell you about the buying behavior, events visited, customer lifecycle, location data, time spent on the site, and more.
Generally, we use the following methods for audience segmentation:
- Demographic personalization
Here, you can segregate your audience based on their demographic make-up along with other behavioral factors. This includes their age, location, gender, job title, devices used, screen resolution, device category, and so on. The segregation will give you a fair idea about the kind of information each category needs.
- Persona-based personalization
Next on the list is persona-based personalization. There is no denying that every business should have a strong understanding of its ideal buyer persona – what your audience wants, how they shop, work, and behave.
The segregation goes a level deeper than just understanding your audience’s demographics. It includes an understanding of purchase drivers, user pain points and challenges, and the role of a user in decision-making.
Understanding the personas will help you create personalized content for each one of them.
- Buyer-journey personalization
Here, marketers can deliver content based on the position of the buyer in the sales funnel.
A simple example is – if the customer just found out about your business through a quick online search, they are likely to be in the awareness stage and are comparing you with your competitors. At this stage, they are seeking more information about your business and the information will influence their purchase decision.
In this case, your business can grab the opportunity by offering a detailed blogpost or a short video, or any form of social content to appeal to the user. If the customer takes a call to go ahead in the sales funnel, he will demand more personalized content.
Offering personalized content at each stage of the buyer’s journey will increase your chances of conversions.
- Individual-specific personalization
Your customers are beyond the numbers on your screen. Besides the aforementioned three approaches, you should create content for your larger audience as well.
As per a survey, 42% of customers say that they love to see personalized content from a business. Such content and information create a positive perspective for the business.
It is already accepted that modern consumers do not accept one-size-fits-all content experiences. Utilizing the power of AI and ML, marketers can segment their broader audiences and present digital content relevant to them.
Many global brands are shaping the digital industry based on personalized content. Netflix is a common name, and the company reiterates that personalized recommendations have helped them to increase their engagement. They have organized their recommendations for an efficient browsing experience, enabling users to discover the next great video and more.
Personalized content rules the digital world. No matter how good your Kelowna SEO is, without the boost of personalized content, it will not fetch results. Jamie Barton is the author of this article. To Know more information about SEO in Kelowna please visit the webs