What CMOs Need to Know About Content Marketing Personalization


While studies suggest CMOs are behind on disruptive growth, others indicate CMOs are continuing to invest and push the envelope with content to deliver real business results. Content Marketing Institute reports B2C marketers are putting more budget toward content marketing, allocating 32% of their total marketing budget, on average, to content marketing (versus 25% last year). And 60% of the largest B2C organizations (1,000+ employees) are more likely to increase their content marketing budget over the next 12 months.

As for priorities, B2C marketing leaders (73%) are focused on creating more engaging content, first and foremost. But a significant portion (29%) have prioritized content personalization as well. These findings indicate that content marketing leaders know that deeper brand and content engagement can move the ROI needle, but suggest they don’t fully understand how content personalization contributes to audience engagement.

To create more engaging content that leads to a desired action or behavior, CMOs and digital content marketing leaders need a strategy for content personalization that delivers individually customized content experiences based on the specific needs, preferences and online behaviors of its audience. By targeting your content experience with 1:1 personalization across digital channels, you’ll engage readers above and beyond the expectations of generic or segmented messaging—leading to real content marketing ROI.

Here are the key things content marketing leaders and CMOs need to keep in mind as they flesh out their priorities for content personalization.

Content marketing personalization matters more than you think
When a brand fails to deliver on personalization, consumers are more likely to give that brand less attention and have less interest in what the brand is selling. Studies show 39% of consumers won’t engage with branded content if it’s not personally relevant to what they care about. But more importantly, 42% of consumers are less interested in purchasing a brand’s products and services when the brand fails to offer personally relevant content.

This suggests content personalization has a strong impact on a business’ bottom line. To engage consumers in taking a meaningful action, marketing leaders will need to consider how to capture and maintain people’s attention with individually personalized content experiences.

Content marketing personalization goes beyond email segmentation
Content marketers have been personalizing email content for years with subject lines, calls to action and embedding subscribers’ names within emails. But many content marketers confuse email personalization with email segmentation. The distinction between the two is important to drive deeper engagement with subscribers, impacting results, process and your marketing technology stack.

Segmentation helps you increase the relevancy of your emails and improve general email engagement, but this level of personalization is limited in order to ensure your content appeals to the entire segment of contacts. On the flip side, true 1:1 email personalization addresses the unique characteristics of each individual subscriber and sends individually selected content for each person based on their content consumption history across channels, rather than forcing them into a segment. As a result, we’ve seen brands using 1:1 personalized content generate 25% more engagement than campaigns using segmentation alone.

Content marketing personalization leads to ROI
46% of content marketing leaders report that measuring content marketing ROI is a top challenge, which makes it even more difficult to scale and adopt new content marketing programs like personalization. But data shows content marketing personalization actually pays off. Brands that personalize web experiences see a 19% uplift in sales and 20% increase in marketing ROI. And a leading consumer brand recently discovered that visitors who saw three or more pieces of personalized content were 12X more likely to convert on a call to action than those who didn’t see any branded content.  

Content marketing personalization is a strategic investment that requires the right people, processes, technology and partners to create truly personalized content experiences for users. Get a OneSpot demo for more information about building personally relevant, cross-channel content marketing experiences that lead to business results.


Increase the Effectiveness of Your Content Without Increasing Your Workload

Drive engagement, conversions and ROI with true 1:1 personalization. No integrations required.

We’ll show you how