How to Deliver Personalized Content at Scale No Matter Your Marketing Strategy

Why do we trust Google as a search engine as much as we do? In addition to the fun and engaging doodles, Google consistently provides the search results we need the first time, which means that we don’t have to waste time looking for other options. We are so confident that when we ask for help from Siri or Alexa, we will analyze the response they give – the main Google search result – without thinking twice.

Brands are under more pressure than ever to offer customers the same customization. You earn and maintain their trust by doing what Google specializes in: delivering relevant and personalized content to your customers promptly.

However, delivering personalized content on a large scale is not easy. It takes a strategic effort to create content experiences that help you succeed in different types of marketing strategies, including inbound, demand generation, account-based marketing, and sales promotion.

Let’s take a look at some best practices for delivering personalized content using each of these four strategies

Strategy 1: enter

In inbound marketing, content is as critical to success as being discovered through research. Simply put, if potential customers can’t find the content that meets their needs when they visit your site, they’ll click and look elsewhere. And if they stick around, your job is to keep them engaged with content after content.

An effective way to do this is to include calls to action (CTAs) in the content offered. If they find your content valuable and can receive it almost effortlessly, they are much more likely to perform the requested action.

For example, Trimble includes the CTA “Sign up for tips and articles right in your inbox!” next to your content items. Note that this CTA makes sense in the context of what the customer is consuming. It doesn’t make sense if the CTA appears strictly on a video page.

When inbound marketing is done properly, potential customers can easily move from one item of content to another, and each item is relevant to their needs. When your company offers this type of experience, it’s easier to convert someone into a potential customer.

Strategy 2: demand generation

Demand generation aims to increase awareness and interest in a company’s products or services, once someone has shown interest. It is about taking the lead along the pipeline so that it interacts with more content and, finally, makes a purchase. So how do you deliver a content experience that encourages potential customers to take care of themselves?

If the goal is to get leads to consume multiple pieces of content, it is probably not better to create multiple landing pages or blog posts. Searching for the next content across multiple destinations is not an ideal content experience. Instead, you should consider hosting all of your content items in one place. Wistia offers a great example with its series One, Ten, One Hundred.

Wistia’s emails direct people to a collection of content that includes a description of the series, trailer, and access to all videos on a page, if they want to watch them. Everything is designed so that leads know what to expect and follow their own pace.

Strategy 3: account-based marketing

ABM involves developing an approach focused on target accounts that your company has identified as important. In the early days of ABM, marketers spent more time selecting the accounts they wanted than deciding how to package those accounts with content. Today, marketers are more strategic about using personalized content to engage target buyers and develop that relationship.

That’s the key: keep offering personalized content that fosters the relationship. You need a varied approach to avoid becoming obsolete and losing the buyer’s interest.

One company that has done very well with ABM is TouchBistro, a point of sale (POS) solution that develops marketing flows for different types of food suppliers.

The popular restaurant library has custom content for full-service restaurants, busy places, bars, food carts, breweries, and coffee shops. For example, breweries are greeted with the message “Inspire and expand your brewery with these custom items” and a huge library of custom resources seemingly aligned with them.

When you can add an account to a stream of personalized content that still delivers an incredible experience, it’s a long way to success with ABM.

Strategy 4: Sales training

As any good marketer knows, one of the most important functions is to make the sales team sell. This means communicating with merchants about the type of content being developed and sending it to existing resources for them to use.

With relevant content assets in hand, the scale won’t drown shoppers in the black and blue oceans. You know what I’m talking about: emails with so many hyperlink cookies it looks like a bruise. This is the opposite of a good content experience.

Focus on the content experience

Whatever your strategy, don’t lose sight of the importance of experience in providing personalized content. Content can appeal to all types of customers – new, renewed, or at risk – but the journey they take (the experience of the content) will determine whether they move on or go elsewhere for what they need.