June 18, 2024

Buyers and consumers today have complete control over their online customer journeys and experiences.

The challenge for marketers is shifting from creating the content that their audience wants to share and read to breaking through the social and digital noise. Reach customers wherever they are most likely to consume content in the preferred format and with specific targeting.

Amazon and other companies offer personalized content experiences that are “related to” or “Inspired by” the products you have viewed. Based on your shopping history, Amazon recommends items you might like.

Based on your viewing history, Netflix suggests shows that you might enjoy. Google offers “auto-fill” searches based on previous searches. Facebook customizes your news feed according to the items you have engaged with.

You may have landed on a corporate site with the latest forecast for your area or offers content suggestions based on your IP address.

These examples have raised the expectations of consumers and buyers who block internet ads, fast-forward TV advertisements, or “cut off the cord” entirely on their cable subscriptions.

Attention is the currency in the digital, social, and mobile web. The only way to get a customer’s attention is to produce high-quality, relevant content personalized for the reader.

Marketers are fully committed to the goal of content marketing, which is to attract an audience using quality content rather than interrupting them with ads or offers that don’t relate to them. Marketers are now more focused on personalizing content experience.

The online content consumer is looking for quality and relevance. Personalization is the best way to reach this goal and attract the attention of potential customers.

Personalizing your Content Experience

Marketing Insider Group sponsored our research report. Onespot and I showed that nearly half of the consumers would not engage with brands that don’t offer content tailored to their interests or needs.

More than three-quarters of consumers consider personally relevant content the key to interacting with brands and feeling their products or services.

Personalized content is not an option; consumers engage in many content touchpoints. Marketers should instead aim to create customized content experiences.

Search and are still the most famous content channels. Most consumers said these channels are the best to find relevant content.

Marketers must create the right content for people on the proper channels and at the correct times to deliver genuinely personal content experiences.

If you spend the majority of your marketing dollars on advertising campaigns and promotional messages and not creating relevant content experiences for customers, you are missing out on the vast majority of the content that is being shared and consumed online.

You need to take advantage of the chance to increase awareness of your brand and purchase intent for your product.

Today, your audience has many options. Your audience has many options today. They can choose topics that interest them, the content they like, the format they prefer, and the channels to which they communicate.

Our research shows that marketers must go beyond creating quality content. Marketers must create personalized content experiences for customers throughout their customer journey.

This marketing mandate will have enormous implications for designing and developing brand-owned digital sites and sharing content across email, social media platforms, and technology. It also significantly impacts how we use data to create the customer insights necessary to realize the dream of personalization.

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