Top 3 Individualization Use Cases in Content Marketing

by Marissa Sternberg, Senior Director of MarketingJan 15, 2019

Top 3 Individualization Use Cases in Content Marketing

For years personalized content seemed like a “nice to have”–something brands did when they had the time and resources, and something they would eventually take seriously when the time came to re-up on a marketing technology agreement. More recently, individualization, which is a form of personalization, has become a highly prioritized business initiative and something most brands are incorporating throughout a customer’s journey with branded content.

And the results of individualizing the content experience cannot be ignored. Studies have found 42% of customers are less interested in products if the branded content isn’t personally relevant. When brands do deliver personalized experiences, 88% of consumers say that improves how they feel about the brand and greatly increases their likelihood of purchasing.

So how is individualization popping up throughout the branded content experience? Here are a few top examples to show you how and get you inspired to individualize the content experience for your own customers.

Providing Relevant Content Recommendations

When users visit your website or content hub, they’re automatically exposed to a variety stories, landing pages, and messages. Readers who land on a blog post, for example, will hopefully be deeply engaged in the information you’re offering and want to read more. One of the simplest solutions is to serve up “related articles,” or recommended stories based on the topic of the post they’re reading. This level of individualization keeps users engaged and increases the amount of time they spend on your site, further establishing your brand as a trusted source of content and information. See how USAA provides relevant content recommendations on a story about tips to save money long term.

Serving Up Product Recommendations Relevant to Customer Needs

Another common approach is to display recommended products based on the content a reader is consuming. Recipes and how-to articles are especially well-suited for this type of individualization. For example, a customer may be viewing a recipe to learn how to make a delicious meal–a timely opportunity to recommend a specific product to help them make the recipe themselves. To drive the customer to take action, your content management system (supported by content individualization technology) displays a relevant product you recommend they purchase to bring the recipe to life. Nestlé Toll House is one brand using individualization technology to serve up individually relevant content to visitors on VeryBestBaking.com and in email campaigns, creating the optimal content experience for every individual on the homepage, recipe pages and product pages. This enables the brand to showcase related recipes and recommended products to keep users engaged and inspire to take valuable conversion action.

Nestlé Toll House is one brand using individualization technology to serve up individually relevant content to visitors on VeryBestBaking.com and in email campaigns, creating the optimal content experience for every individual on the homepage, recipe pages and product pages. This enables the brand to showcase related recipes and recommended products to keep users engaged and coming back for more.

Individualizing Content Delivery and the Email Experience

A person’s inbox is one of the most highly sought after placements for branded content. Brand’s want to be in front of consumers in this personal and highly frequented channel. But securing a spot in one’s inbox is only the first part; the real challenge lies in getting consumers to open and engage with those emails.

To increase email engagement, marketers have relied on various forms of personalization and segmentation. But these approaches generally rely on one-size-fits-some content experiences. The most successful form of personalization when it comes to one’s inbox is aligning content to the unique interests and characteristics of the customer, which we call email individualization. This requires brands to be able to instantly analyze all available content, along with real-time and historical signals, to deliver the most optimal piece of brand content to each visitor in the moment.

Under Armour is another brand leveraging individualization technology to build entirely new weekly email campaign and execute individualized versions for each subscriber without any additional manpower or effort. They created an email template that automatically populated with the most relevant content for every individual based on their unique interest profile. With the right technology in place, they were able to send weekly individualized emails, without having to dedicate additional human resources to curate the content and produce the emails.  

OneSpot uses machine learning to instantly analyze content and customer data to make email individualization possible. Click here for a closer look at how individualization technology works to create personalized content experiences for customers.

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