5 Innovative Ways to Personalize Content

Personalization strives to deliver a tailored customer experience based on the customer’s preferences. Here are five innovative ways in which you can use personalization to enhance content experiences.

The abundance of data has given us a myriad of opportunities to personalize the whole content experience. As customers expect brands to deliver a more personalized Customer Experience (CX), brands are exploring more sophisticated ways to deliver just that.

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5 Ideas to Personalize Content

Content is an avenue that can tremendously help organizations deliver personalized CX. To help you get started or work on improving personalization in your content marketing strategy, here are five innovative ways to personalize content.

1. Develop a Multilingual Website
 

In most cases, your users are spread across the globe. An interesting way to translate well, culturally, is through content localization. Multilingual content helps organizations with SEO by implementing localized URLs and meta descriptions, which help boost local rankings along with personalizing the whole content experience.

The New York Times identified that along with the U.S., South America and China also bring the most traffic to their website. In the screenshot below, you can see The New York Times website is available in 3 languages.

By making your content available in local languages is a surefire way to attract more traffic to your website as you are essentially eliminating the language barrier.

Also Read: How to Balance Marketing Automation and Personalization

2. Build One-to-One Connections
 

Your audience is active on social media pretty much throughout the day. An average person spends 116 minutes, i.e., approximately, 2 hours every day on social media. You can use this opportunity to establish one-to-one relationships with your followers and deliver a personalized experience.

Here is how Wendy’s responded to a feel-good/wholesome tweet by one of their customers:

Here’s another tweet by Wendy’s on the day of the 61st Annual Grammy Awards. The conversation shows the witty side of the brand’s personality.

3. Focus on User-Generated Content
 

Along with amplifying the reach of your content, your community can also help you with generating content for your brand. Encourage your active community members to share their experiences, photos or videos by using a branded hashtag.

Apple, runs an ongoing campaign on Instagram with the hashtag #ShotOniPhone. The brand encourages customers to upload photos with the said hashtag and uses these images to promote their brand and the iPhone camera’s capabilities. So far, over 6.6 million photos have been shared with the hashtag.

The benefits of this strategy are two-fold. The first is, your products are promoted through your users and second is, you get genuine content that can be highlighted on your website.

Also Read: How Brands Can Leverage User-generated Content to Connect with Customers

4. Deliver Personalized Videos
 

Personalized content helps in lead nurturing and has proven to increase the conversion rate. You can take personalized content up a notch by introducing personalized videos.

Personalization video platforms can help you create personalized videos at scale. You need to integrate the platform with your CRM or marketing automation tools. The platform fetches details such as name, organization, and designation from the CRM and marketing automation tool and places them in strategic positions in the video.

Here is an example of a personalized Holiday Greeting video campaign by Vidyard:

5. Send Behavioral Trigger Emails

There are different types of trigger emails that you can utilize in your email marketing. Onboarding, thank you, cart abandonment and order confirmation emails are all too common. One ingenious way to use trigger emails is to send out behavioral trigger emails. Behavioral trigger emails ensure product stickiness by letting them see their usage reports.

Here is an example of Grammarly utilizing behavioral trigger emails to motivate users to continue using the product.

Also Read: Win at Interactive Video: An Interview with Guy Atzmon of SundaySky

Conclusion

Personalization is an effective method to make sure that the user stays engaged with your product. Using these five innovative ideas to amp your site’s personalized content will help decrease the bounce rate and increase average time spent and the number of returning users.

Which of the above techniques will you use to personalize your content strategy? Tell us on Twitter or LinkedIn or Facebook; we’re always listening.