Creating great website experiences for your potential customers is not a cup of tea that can be accomplished easily. Thankfully, now you can offer unique experiences to your customers by way of content personalization. 

Content personalization refers to the creation of personalized messages or other sorts of content depending on the requirements of your customers. Tools like Hubspot CMS makes it easy for you to create great content depending on your website visitors. The content marketers have to take care of content in email marketing as well. 

It may sound like a daunting task initially but is not in reality. There are 4 P’s of content personalization which include personas, purpose, present, and placement. It is something that can help you get started with content personalization. 

But content personalization is not only this and is much more. Consequently, let’s learn some about content personalization in depth in the post mentioned below. 

About Content Personalization 

With each passing day, content personalization is turning out to be a challenge for marketers as they are increasingly focussing on content personalization these days. It is because the content fails to win customers. 

The majority of businesses and marketers often complain about not getting enough return on investment (ROI) on investment in content personalization. Consequently, this is something to be taken seriously to get an edge in this competitive era. 

4 Ps of Content Personalization 

An easy way to proceed with content personalization is to understand it as the 4 Ps. The 4 Ps of content personalization include: 

 

  • Personas 
  • Purpose
  • Present 
  • Placement 

Before trying your hands at content personalization, it is crucial to understand content personalization in depth. 

Persona 

Persona refers to creating your customer profile before you go to serve your customers. There is no doubt in this that personas play a significant role in developing content personalization and marketing strategy. 

Developing personas is the first step towards content personalization and will help you craft great content. 

Purpose 

Like persona, purpose also matters the most in content marketing. No doubt, personalization is hovering on trend these days but this does not mean that you should get started with personalization without any planning and purpose. 

You should be having a proper purpose for the content personalization and the purpose should be such that it will add value to your personas. No worries if you don’t know how to determine the purpose of personalization as inbound marketing methodology will help you to do so. 

Usually, personalization is for creating a better first impression, converting strangers into visitors, nurturing relationships with clients, and delighting customers. It’s better to decide the purpose of personalization before getting the desired results. 

Present 

The next thing that matters in content marketing is how and what you present in content marketing. The content should be what you know and the things you don’t know about the user. One tool known as Hubspot CMS allows you to create content based on the information the users have provided. 

But before working on the content, you should know the answers to these questions such as whether you want location-based content or not. Likewise, there is a series of questions such as device-related content, kinds of content, visitor-specific navigation, content on segmented lists, and lifecycle-based content. 

The best thing is that you can even personalize the message to a certain extent if you are using anonymous personalization. But before this, take out time to decide your personalization fields as you don’t have this much information with you. 

Placement 

Where the personalized content will do and on what platform it will make its way to the audience also needs to be determined when working on content personalization. The HubSpot tool provides you with an option to make your content “smart”. 

The tool allows you to create different content depending on the different needs of the individuals. Your content can consist of text, calls to action, visual content, or anything else you think might work wonders for your business. 

You can choose your own personalization rules when working on the tool to get your “smart” content. Using the personalization feature on your website will improve the overall experience of your visitors and make the visitors come back to your website frequently. 

Content personalization also turns your potential visitors into frequent customers and leads. Consequently, this is something that no marketer should miss out on. 

About Smart Content 

Smart content refers to the strategy where you personalize the message for your client depending upon their preferences as your business grows. It makes your prospects more aware of your business. 

Creating smart content has become much easier now thanks to Hubspot’s CMS. Hubspot CMS allows you to create smart content from the standard, global and custom modules. 

How to Get Started With Smart Content? 

By now, you have come to know the ideal tool for creating smart content but you must be struggling with how to create smart content. No worries as we’ll assist you in getting started with the smart content. 

Go through this guide to get started with smart content. 

Set Audience Segments 

Setting up the audience segments is the first step towards getting started with Smart content. It will give you a clear picture of your audience so that accordingly you can come up with content ideas for the different segments of the audience. 

Location for Smart Content 

Deciding the location of the smart content is also crucial. By location, we mean deciding on which platform you’ll place the content on. The best places for placing smart content are websites, emails, blogs, or landing pages of a website. 

Content Optimization 

Ensuring content optimization for organic search and first-time visits. Businesses need to pay close attention to default content as it will be shown to visitors. It is because default content is the only one the search engines will see. Consequently, it is essential to optimize the content.

Target Content 

The best part about smart content is that you can target your visitors with it. Here are some of the criteria to follow while targeting your content. 

You can target the visitors based on their IP addresses and decide if the content has to be made available on the website or the landing pages. Also, determine if you want to present the content in different formats across different devices. 

Make sure to see the referral source from where the visitors landed on your website. You can also personalize the content on your website based on the language. You can also take advantage of the contact list membership and show content to your contacts only. 

Lastly, there is the lifecycle stage. It determines which content will be shown to the visitors and which not. 

Wrapping Up

By now, you must have come to know that identifying the ideal audience is part of content creation. Ensure to give the right content to the right people to increase engagement and witness an enhanced return on investment. Get started with content personalization now.