Publishers and advertisers can personalize content to deliver more relevant, engaging experiences to their audiences. This doesn’t just mean they should send an email that starts “Hey {First_Name}” or flood their consumers’ feeds with annoying ads.
Instead, they should use their data to clearly understand what kinds of content audiences want to see, where they want to see it, and how to reach them most effectively.
What is an example of personalized content?
A news publisher, for example, can collect data from website users about the content they most engage with. The publisher can then use that data to target readers with personalized push notifications about new and trending content that matches their interests.
Why is it important to personalize content?
It’s important to personalize content in order to grab people’s attention and increase your chances of driving engagement and revenue. In fact, over two-thirds of millennial and Gen Z audiences say personalized content is a must for subscribing to publishers’ newsletters.
How can you start personalizing content?
Follow these steps to personalize your content:
- Gather data from user experiences across channels
- Build unique audience segments based on interests, preferences, and engagements
- Create marketing and advertising campaigns for those segments
- Target each audience segment with messaging that meets their wants and needs
- Optimize for more effective personalization going forward
