We trace the shift in the approach to marketing with higher than ever emphasis on “creating meaningful experiences” for the audience.
The traditional content marketing was very limited in ways of reach and effect. Content marketers traditionally ‘push’ what they have, to potential customers rather than what potential customers demand. Majority of the websites in the past are example of this traditional content marketing where content was deployed using a single common language (usually English) for visitors across the globe.
The traditional content marketing was just like a seller offering what he had, not what the buyers needed or demanded. The dissemination of information was straightforward and limited.
Globalization influences the reach of content. With business expansion and scattered target audience, a single website is not the best solution to market to the whole world. Marketers realized that whatever content they marketed was to be understood by specific sets of target audience and hence had to be tailored accordingly – which is Localization of content based on the Geography.
The whole information is translated and modified to suit each targeted consumer in terms of local preferences, languages, products and services demanded. Marketers realized that the perception of their website adversely affects the acceptance of their products in those geographies where content has not been localized and optimized.
Coupa Software was in its rapid 120% growth stage with customers spread across 40+ countries. It had 150K+ users of its services in over 140 countries who used 20+ different languages. Coupa had no bandwidth to localize their marketing campaign to suit every specific region. But with the help of Cloudwords, a translation and content localization company, Coupa Software has managed to localize their products, thus, attaining a higher click through rate from the same audience. This audience now brings more than 50% higher conversion rate.
Approach to content marketing has shifted from a global audience to local to a more individual level. The localization of content has been filtered further to a more accurate target. This involves real-time personalization of content.
Personalization means identifying a person’s attributes such as potential, behavior, profile etc, and customizing their experience by presenting them with relevant content, call-to-action or visuals. Personalization can be B2B or B2C and has a unique process consisting of Who (target audience, potential, profile), What (content, case studies, videos, assets) and Where (website, email, mobile, ads).
What personalized content marketers do is that they track the overall behavior of an individual engaging with the content. User preferences, likes, navigation history, pages navigated, sections of the content viewed and other such data is collected by the content marketer. The more the visitor frequents the website, the more personalized the content gets with every new visit due to his previous interactions. The content is generated based on the visitor’s profile like location of access, time, source, form factor, et al. This way the visitor is served when he is most interactive and engaging optimally with the website and its content.
Take for example, Panaya has a visitor from a particular IP address who browses through the content and clicks on some link. In the first visit, the user is served a normal web content that Panaya offers to all visitors.
Based on the pages visited and the sections of contents read by the visitor, Panaya served a different content to the visitor when he returned back to the site. This highly personalized content marketing strategy is likely to boost conversion because the visitor has been served with content that he wants from the website.
Contact us to learn more about personalized content marketing.
