Is it worth it to try to personalize your content for your target audience? In this blog we'll look deeper into this question and explain why personalization is such an important quality of your company's content strategy.
Let's begin by putting this in the context of milliennials. This generation consumes more content than any other, and businesses are trying to figure out a way to tap into the market's potential.
Personalizing content for millennials seems like an impossible task, but understand that it's not an all-or-nothing practice. If you can take a few steps to personalize content on social media and in marketing emails, the investment will pay itself off.
According to a recent Entrepreneur article, the majority of millennials share personalized content on social media:
"Achieving content personalization at the scale of millennials’ content consumption is daunting. How can you possibly scale to give everyone a unique brand experience. Yet, if you take the time to deliver content that users can care about, 50 percent of the time the survey respondents said they would share it on social media. It’s worth it to invest the time in the content that will make a connection with millennials early and make it deep."
Try to get an idea of the big picture ROI here. You have to invest a lot in your content strategy, but many members of your target audience will share it as a result.
So in the case of millennials, content personalization is an easy decision. But before you start practicing it, realize that this might not hold true for other demographics. We've already said that the ROI of personalizing content for millennials is positive, but we couldn't estimate that for earlier generations. Before you start planning your content strategy, you have to keep in mind who you're marketing to.
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