Creation of texts taking into account the interests, needs and behavior of a specific audience – is the basis of personalized content. This approach helps to speak to the reader in an understandable language. In this way, it is possible to offer exactly the information that is important for the consumer. That is why personalization has become one of the main standards of modern marketing. All because it:
In addition, users stay on the site longer. They interact more actively with materials and return to the resource more often. To create personalized content, it is important to analyze audience data. These can be: searches, browsing history, popular topics or behavior on the site. Such analysis helps to understand what issues concern different groups of users. As a result, the content becomes more useful. Targeted information more accurately meets the expectations of different customer cohorts and works significantly effectively to achieve marketing goals.
The audience research method, which helps to group users in common characteristics or actions, is indeed effective in the field of product/service specific promotion. For example, one cohort may include people who registered in the same period, switched from the same advertising channel or purchased a product. For a specialist in the field of SEO promotion – this is a chance to better understand the interests of different groups and create texts that meet the expectations of consumers. During the analysis, indicators such as:
The findings help determine which format, style, and themes work best for each cohort.
Universal text, written immediately for a general audience, often does not give the desired result. The reason why content for «all» loses conversion and merges traffic is: different audience groups have their own needs, interests and motives. If the material does not take these features into account, it quickly loses relevance. Thus, conversion is reduced, page time is reduced, and the number of bounces increases. Typical mistakes of universal texts – common phrases, lack of specific advantages and the same calls to action for everyone. In the general sense, without personalization, the page works less efficiently. In the future, it is worth taking into account the criteria of audience segmentation for the adaptation of textual proposals.
When a specialist divides the audience into groups, he creates conditions for writing high-quality text. This is useful to determine which messages are suitable for different categories of people. For this process, data on the age, gender and place of residence of persons are analyzed. The actions that users take on the site are also of great importance. In addition to this, they consider where the visitor came from and at what level of the purchase process he is. Another analysis examines what interests people, what they need, and exactly how they use the product. Through such actions, the text contains precise facts, responds to the reader’s requests and prompts action.
| Criteria | Features | Consequences |
| Demography and geography | Age, gender, place of residence | Precise positioning |
| Behavior | History of interaction, clicks, purchases | Higher relevance of content |
| Traffic source and funnel stage | Transition channel, readiness for purchase | Better conversion |
| Interests and needs | User goals, usage scenarios | More audience engagement |
Material published on the Internet should always be based on the needs of the audience. For beginners, you should use simple explanations, a clear structure and examples. Detailed characteristics, comparisons and practical recommendations are more suitable for experienced users. It is the division by level of awareness (newcomers versus experienced users) that helps determine which arguments will be convincing. Calls to action must also vary. It is better to offer new visitors an introduction or free material, and a prepared audience – a consultation or placing an order. It is important to combine rational triggers. Differences in pain and motivation for B2B individuals and ultimate B2C buyers also affect the construction of the offer. Efficiency and results are important for business, while private buyers pay more attention to comfort and benefit.
When you communicate online, the way information is transmitted should match what people expect. For specialists, one word is appropriate, but it is not understandable for those who are just starting to learn. In addition to this, it is important to change the headings, calls to action, evidence and examples so that they meet the needs of different groups.
It is useful to add facts about other people’s experiences that are considered convincing for your group to the text. And this approach is the reason why users interact more with content and perform targeted actions more often.
Before launching personalized content, you should perform a final check. First, you need to make sure that the cohort of users is correctly defined. In addition, the checklist for checking personalized text before launch includes:
The final stage will be A/B testing and conversion analysis. Such verification is the key to an effective marketing campaign.
