The ongoing search for reader engagement has led many companies to create more personalized content. Creating this type of content is great because it ensures you are writing something that is relevant to your audience. It uses visitor data in order to determine exactly what a reader wants to read, and, although it may take a bit of time to analyze this data, the product is well worth the effort because you are not wasting your time playing the guessing game.
Unfortunately, companies take this idea of personalized content and stop there. While companies are certainly on the right track when it comes to the importance of personalization, there is more to the idea of personalized content many companies are missing. While it’s great you have the content your readers want to read, it won’t mean much if they aren’t seeing that content when and how they want to see it. In other words, personalizing your delivery is just as important as personalizing your content.
Personalized delivery uses the same visitor data, but looks for ways to deliver content as opposed to potential topics to create the content. This philosophy is particularly successful if you’re a company that deals with many different audiences and demographics because (if done correctly) it allows each of your visitors to find the content they want, how they want it, and when they want it.
Delivery is the second step under the personalized content umbrella, and getting started is easy. There are a few different approaches you can take to determine how you should deliver this content:
Companies have been testing different ways to deliver content for years, so why is personalized content any different? The truth is it doesn’t matter what kind of content you are delivering, as long as you’re personalizing the delivery method. However, getting started with personalized content helps a company get the delivery right as the two often utilize the same data.
Do you have a good way of personalizing your delivery? Let us know your thoughts in the comments below.
Amanda DiSilvestro is a graduate of Illinois State University. Although she graduated with an English Education degree, she found herself working as a full-time blogger in the SEO/social media department at HigherVisibility SEO, a leading franchise SEO company.
photo credit: Brandon Christopher Warren