3 Reasons Content Should Be Individually Relevant in Social in the New Year


Most experts and agencies agree that content marketing is a long game undertaking. Planning, vision and business investments are all required in order to turn your team into dynamic content dynamos. Successful brands are strategic with their content marketing infrastructure. More than that, they provide unforgettable content experiences to build trust and engagement with consumers.

The impact of building a trustworthy content brand relationship is undeniable— and with over 3.7 billion global users, social media content marketing is a wise choice for connecting with an audience. 74% of people not only follow brands on social media, but 96% of them interact with the brands that they follow. Although social media marketing does not directly affect SEO, it builds backlinks that affect your Google ranking. The more social media shares of your content, the higher the amount of backlinks. And when content has a high number of shares, it gets noticed by influencers, bloggers and website managers who may want to link to you too.

Modern consumers demand social media content that is interesting, high-valued, pertinent and timely. For content to engage the proper audience, it needs to be relevant to a person’s unique needs and preferences. Producing content that is missing part of this formula doesn’t fully engage audiences, nor drive them to take significant action when it comes to your brand. Here are three reasons why content must be individually relevant to each consumer:

Brands are Creating More Content Than Ever Before

Whether it be posting live or pre-recorded videos, photos or stories on Pinterest, Facebook, Instagram, LinkedIn, SnapChat or YouTube, brands are producing social media content at astonishingly high levels. The more content that gets created and distributed across channels, the more noise and potentially irrelevant content consumers must sift through. And that isn’t necessarily better for the customer experience, especially when it isn’t relevant —in fact, 67% of people cite content irrelevance issues as their top reason for unfollowing a brand.

Most Content Isn’t Delivering Value

As marketing organizations continue to scale content production, overall engagement with that content isn’t growing. Analysts have found that 5% of the branded content created garners 90% of the engagement via views, clicks and social shares, according to Harvard Business Review. To optimize content creation efforts, brands can leverage deeper content performance data, which will lend more insight into what content is actually working and improve overall content marketing effectiveness.

Customers Want to Be Treated as Individuals

As large technology companies like Netflix, Amazon and Google have trained consumers to expect personalized recommendations, consumers now view personalization as an expectation from all brands, not just a bonus. 74% of consumers feel frustrated when website content isn’t personalized, leading to unsatisfied and unengaged users. In order to get the most return on content investments and drive deeper engagement with target audiences, brands must focus on delivering a personally relevant experience for each site visitor.

Whether a visitor is engaging with your brand for the first time or the fiftieth, OneSpot’s Individualization Platform delivers the most relevant piece of content to 100% site visitors and email subscribers. Learn more about how you can deepen your brand’s relationship with consumers in 2020. Click here for a closer look at how individualization technology works to create one-to-one content experiences for customers.


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