Why You Should Use Content Marketing Personalization (If You’re Not Already)

 In B2B Engagement Marketing, BrightTALK Academy, Content Marketing, Uncategorized

As account-based marketing continues to gain traction, personalization has become an extremely hot topic in marketing. As defined by the Content Marketing Institute, content personalization is a strategy that leverages visitor or prospect data to deliver relevant content based the interests and preferences of the target audience.

It’s an interesting topic, especially since most marketers acknowledge that personalization can greatly benefit their content marketing efforts, but a good number don’t take advantage of it. As explained below, there are a variety of reasons for this lack of adoption.

Demand Metric recently surveyed marketers (mostly in the B2B enterprise space) on the subject to explore how they’re personalizing content to better tailor their messaging to different buyers. 61% said they use some form of personalization.

The report takes an in-depth look at the most effective tactics and provides benchmarks to highlight which content personalization methods work (and which ones don’t).

In this study, the types of personalization were defined as such:

  • Segment specific: personalized by industry vertical or segment criteria
  • Persona specific: personalized for specific buyer types
  • Stage specific: personalized for a stage of the buying process
  • Account specific: personalized for a specific prospect organization
  • Lead specific: personalized for an individual lead

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It’s not surprising that segment-specific personalization is the most commonly used type and stage-specific is the least used, given that it’s far easier to identify a prospect’s company/industry rather than pinpoint where they are in the buyer’s journey.

One of the most notable findings was the difference in effectiveness between personalized and unpersonalized content. For those marketers who use personalization, 80% said it is more effective than unpersonalized content.

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It’s a huge testament to the power of using content personalization as a tactic to drive revenue growth.

If it’s proven to be effective, what are the barriers for the 32% of respondents who don’t use personalization? Unsurprisingly, the most common roadblocks are a lack of proper technology and bandwidth. However, as the report authors rightly point out, these are “a fairly standard set of reasons cited for many things marketing is unable to do.”

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Check out the full report to read more about how marketers are personalizing their content, especially if you haven’t yet begun using personalization — there’s some excellent information about exactly how personalization is being used to improve content marketing effectiveness.

If you’re looking how to revolutionize your online and in-person presentations, look no further. We recently caught up with Prezi’s European Regional Manager, Spencer Waldron, to discuss how professionals can transform their presentation content to be the most relevant to that exact audience. View the on-demand recording below.

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