Three Reasons Why Personalized Content Works

By Patrice Meadows — Thursday, May 18th, 2017 at 11:00am

Most people are accustomed to content personalization—you know; names in email headers, promos based on browsing history, and all those friend suggestions from Facebook insisting that you connect with friends from high school. Technology knows everything about us, and deep down, we dig it—especially digital natives. That’s why it is so important to create and deliver content based on user attributes and/or behaviors. At Hannon Hill, we call this set of actions digital body language.

Designing and delivering personalized content based on users’ attributes and digital body language increases the value and impact of content. Here are a few reasons why it works.

  1. It gets your content noticed. Designing and delivering content that is not only relevant to readers but specifically about them greatly increases its chances of being read. Using personalization to enrich the digital experiences of prospective students and parents is a powerful way to break through the clutter and reach targets. A yearlong study of calls-to-action (CTA) pitted personalized CTAs against generic ones and found that the personal approach converted 42% more visitors than the generic one. While we can’t guarantee you a 42% lift, we believe that increasing conversion rates by even a fraction of that number is worth a few adjustments.
  2. It shows prospects you are in tune with their needs. A national survey by a consumer data processing company revealed that 74% of online consumers are frustrated by websites that display content unrelated to their interests. This stat suggests that most visitors want organizations to show them content they care about e.g. personalize their digital experience. Doing this helps increase the likelihood that visitors stay on sites longer and return more frequently. In fact, a recent study found that 86% of respondents report higher interest in brands that present information they find personally relevant during visits, than those that do not. Delivering quality, relevant content keeps visitors engaged while creating a preference for your organization’s brand.
  3. It differentiates you from competitors. Although personalized content and digital experiences are relatively common among online retailers and social media platforms, other industries are still figuring out how to implement it at scale. Adobe’s Real-Time Marketing Insights Study found that while 60% of marketers struggle to personalize content in real-time, 77% of them believe it is crucial to marketing success. Investing in the development and deployment of content personalization is a great way for institutions to stand out.

Personalizing content is more than just a strategy to draw prospects in, it’s an opportunity to show them why your institution is the right fit. Use data to help them discover content they can connect with quickly, and soon you’ll find more site engagement, more leads, and more prospects.

We want to hear from you:

How does your team personalize content? What steps do you take to ensure every visitor gets relevant information?

Share your adventures in content personalization below or read this blog post for more tips on improving your content marketing strategy.

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Hannon Hill Corporation

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Phone: 678.904.6900
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Fax: 678.904.6901

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