Personalized Content Marketing

Written by: Gary Horsman

Make Your Content Stand Out

Connect on a Person-to-Person Level

The most powerful content makes a personal connection. Econsultancy found that 52% of digital marketers agree that “the ability to personalize content is fundamental to their online strategy.” While you don’t have to provide personal anecdotes or points of view for every post you publish, try to add a personal touch and create content specific to your target audience that engages in a personal way.

The Person Behind the Words

Readers like to know that there is a real person behind the words—don’t be afraid to draw back the curtain so people can see the content wizard—you.

The Person Receiving the Words

For your content to be effective it is important that your readers think your content was created specifically for them. My definition of personalization means creating content that relates strongly to the “person” who is your audience.

Here are a few simple ways to add your personality to your content and to make it personal for your readers:

• Share a personal story or example to illustrate your points that relates strongly to your audience
• Acknowledge problems or frustrations you share with your audience (and ideally how you solved them)
• Write the way you would speak to your audience and use language that they can relate to
• Use second-person to address the individual (e.g., “you,” “everyone,” etc.)
• Think of your audience as a unique and special “person” rather then a group of people

Whether your blog is your business or just one component of your online content strategy, make a point of personalizing the message when you reach out to your target audience.

Personalization is the opposite of a “one size fits all” approach. For content to be effective it has to connect with the target audience in a “personal” way. All effective content is personal. It speaks to a real person and comes from a real person. Think of your audience as an individual that you know well and create content that understands, supports and helps that individual.

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Personalization means to put your audience first. Add in some of your personality and become their hero and you will be on your way towards making a personal connection. Provide your audience with what they want, and sometimes what they didn’t even know they were looking for, and everything else will take care of itself.