In an age where content is king, scaling personalization efforts can set your brand apart and drive success. Insights from a CEO and a founder reveal actionable strategies that have been tried and tested in the field. Learn how segmenting your audience by needs and industry can kick-start your efforts, and discover how sharing authentic personal experiences can create lasting connections. This article compiles thirteen expert insights to guide your content personalization journey.
Segment Audience by Needs and Industry
One effective strategy I implemented to scale our content-personalization efforts was segmenting our audience based on their specific needs and industry. After understanding the unique challenges contractors face, we crafted our content to address these pain points directly. For instance, we created personalized landing pages that highlight features most relevant to different contractor segments, such as project-management tools for general contractors or invoicing solutions for electricians.
This approach helped us engage users more effectively and also increased our conversion rates. We crafted content that resonated with each segment, and our messaging was both relevant and impactful, ultimately catapulting our marketing funnel with qualified leads.
Justin Smith, CEO, Contractor+
Implement Behavior-Based Segmentation
One strategy we followed to successfully scale our content-personalization efforts at Adzviser was implementing behavior-based segmentation combined with dynamic-content delivery. By using analytics tools to track user behavior, preferences, and engagement patterns, we segmented our audience into groups based on their specific interests, such as PPC campaigns, social media marketing, or reporting automation.
For example, if a user frequently engaged with content related to Google Ads optimization, we would send them personalized emails and in-app notifications featuring relevant case studies, tips, and tutorials. Similarly, on our website, we used dynamic content blocks to display tailored resources based on a user’s previous interactions.
This strategy significantly improved engagement and conversion rates. Users felt the content was more relevant to their needs, which kept them more engaged and increased their likelihood of exploring additional features or upgrading to a premium plan. Personalization at this scale allowed us to maintain a human touch while efficiently managing a large user base.
Zeyuan Gu, Founder, Adzviser LLC
Use a Dynamic Content Recommendation System
One of the best ways through which we scaled our personalization of the content was the introduction of a dynamic content recommendation system. First, we collected and analyzed user data, such as browsing history, purchase behavior, and demographic data. Later, the same data helped us to develop detailed customer segments. It is recommended to refresh your customer segments from time to time to ensure that they keep pace with changing behaviors and preferences.
Then, we built an AI-powered algorithm that matched these segments with content in real-time. Here’s a simple example: if a user had visited the outdoor gear section a lot, they would see more adventure-related content on their homepage and email newsletter.
As we needed to make it work at scale, we developed a content-tagging system to facilitate the doing of it. Every single piece of content was tagged with relevant attributes that would make life easier for the algorithm to match this content to users’ preferences. We combined automated and manual tagging to ensure both accuracy and comprehensiveness.
The results were astounding: our click-through rates started going up, and time-on-site went up as well. What’s more? We also achieved a 15% increase in conversion rates for personalized product recommendations. Lastly, try to develop content that remains consistent with your personalization goals and customer segments.
Tom Jauncey, Head Nerd, Nautilus Marketing
Synchronize Content Across All Platforms
We implemented a cross-platform personalization strategy, where we synchronized content personalization across emails, websites, and social media platforms. This seamless experience across all channels reinforced our messaging and deepened the brand’s relationship with each user. Consistent, personalized interactions across various platforms helped us to build a cohesive and memorable brand experience.
An example of our cross-platform personalization was with a tech-gadget retailer, where we aligned personalized ads on social media with follow-up emails and website banners. This orchestrated effort resulted in a 50% higher retention rate and a 20% increase in customer lifetime value as users felt a strong, personalized connection across all their interaction points with the brand.
Marc Bishop, Director, Wytlabs
Customize Content Based on Geolocation
To personalize our content, we implemented a geolocation-based customization strategy that adjusts the content presented to the user based on their location and local market trends. This not only made our content more relevant, but also allowed us to tailor our marketing messages to reflect regional differences, which enhanced user engagement and conversion rates. Localization of content proved particularly effective in markets with distinct cultural nuances, helping to boost local engagement rates.
With our geolocation-based content personalization, a retail client was able to offer special promotions and products that were more appealing to local tastes, which resulted in a 20% uplift in sales from localized regions. This strategy was particularly effective during regional holidays and events, capitalizing on local consumer behavior and preferences.
Jason Hennessey, CEO, Hennessey Digital
Leverage Customer Data for Email Campaigns
One effective strategy we implemented to scale our content personalization efforts was leveraging customer data to create tailored email marketing campaigns. By analyzing purchase history and engagement metrics, we segmented our audience based on their preferences and behaviors. For instance, we noticed a group of customers consistently purchasing eco-friendly products, so we developed a targeted email campaign showcasing new arrivals and exclusive offers specifically for them.
This approach not only increased open and click-through rates but also drove higher conversion rates, as customers felt the content was relevant to their interests. The key takeaway is to invest in data-analytics tools that allow for deeper insights into customer behavior, enabling you to craft personalized experiences that resonate with your audience and drive engagement.
Adrian Pereira, Co-Founder, Eco Pea Co.
Adopt a Modular Content Approach
A proven method I have followed to scale content personalization is a “Modular Content Approach.” This method involves breaking down content into smaller, reusable components that can be mixed and matched to create tailored experiences for different audience segments.
For instance, I developed a system for our product descriptions using interchangeable blocks for features, benefits, use cases, and technical specifications. Based on user browsing history or previous purchases, our platform automatically selects and arranges the most relevant modules. This allows my team to create thousands of personalized product pages that resonate with each visitor’s interests.
As a result, we have seen conversion rates increase significantly while maintaining an efficient and scalable content-creation process. This approach not only enhances user engagement but also optimizes our resources effectively. This version maintains your original points while starting with the requested phrase.
Sonu Bisht, SEO Expert, Digininja Private Limited
Involve Your Team in Content Creation
An approach that has helped us scale content personalization is involving our team directly in the content-creation process. Instead of just relying solely on marketing specialists or outside agencies, we’ve tapped into the expertise of our doctors and medical professionals to craft content that’s both accurate and relatable to our audience. This method isn’t something many companies talk about, but it has allowed us to create more nuanced content that addresses our readers’ concerns.
Last year, we noticed that many of our users had anxieties around obtaining medical documentation, whether for work, travel, or school. Rather than providing generic information on our website, we worked with our medical team to produce content addressing common fears and misconceptions. This made the information not only more trustworthy but also much more personal. We would ask our doctors what types of questions they commonly hear from patients and use that feedback to create blog posts, FAQs, and guides that feel personal and specific to our users’ needs.
Maria Knobel, Medical Director, Medical Cert UK
Create YouTube Videos for Local SEO
To scale my content-personalization efforts, I focused on creating YouTube videos that break down local SEO concepts in a straightforward way. This approach not only showcased my expertise but also added a personal touch. By putting my personality out there, I was able to connect with viewers on a deeper level.
Many of my new clients come from YouTube, and what’s interesting is how they approach me. They often feel like they already know me because they’ve watched my videos. This familiarity builds trust right from the start, making our conversations much more engaging.
In these videos, I cover topics like Google Business Profile optimization, which are relevant to many local businesses. I explain the ins and outs in a way that’s easy to understand, which resonates with viewers who may not be familiar with SEO. By sharing my experiences and tips, I create a sense of community where viewers feel they can reach out for help.
This strategy has not only helped me attract more clients but has also made the onboarding process smoother. When potential clients approach me, they already have a good grasp of what I do and how I can help them. Overall, the combination of personalized content and video has been a key factor in scaling my business effectively.
Ramzy Humsi, Founder & CEO, Vortex Ranker
Build Strong Customer Relationships
One key strategy we followed to successfully scale our content-personalization efforts was focusing on building strong customer relationships. By directly engaging with our clients, we understood their specific tree-care needs and preferences, which allowed us to tailor our services to each customer.
For example, we customized seasonal-maintenance plans based on property size, tree species, and customer preferences. This personalized approach not only improved customer satisfaction but also drove repeat business and referrals, fueling our growth. Ultimately, our customer-first focus has been the foundation of our successful scaling.
Amaury Ponce, Business Owner, Ponce Tree Services
Tailor Content to Local Issues
One strategy we’ve used to successfully scale our content-personalization efforts is segmenting our audience based on their pest-control needs and local market conditions. We tailor our messaging and services to specific pest issues common in each region we serve. For example, homeowners in Austin may deal with fire ants and termites, while customers in Seattle are more likely to encounter moisture-related pests like silverfish and spiders.
To address this, we create unique content for each service area, highlighting the specific pests our customers face and the tailored solutions we offer. This localized approach not only resonates more with our audience but also improves engagement and conversion rates. By using these tailored-content strategies, we ensure that every customer feels heard and understood, making it easier to build trust and long-term relationships. This personalized experience has been a key driver in helping us scale our content efforts while staying relevant and impactful in each market.
Faith Rock, Marketing Specialist, Alta Pest Control
Utilize User-Generated Content
One of the best practices we’ve used to scale content personalization is to leverage UGC as a real-time feedback source. We don’t use just the data points—we use customer-generated and posted content, such as social media or product reviews, to drive personalization decisions. This approach utilizes real customers’ voices and offers us content and insight directly from the user’s point of view.
For example, if we detect a pattern on the UGC that a customer is utilizing a product in a certain way not previously announced, then we immediately adjust our content strategy accordingly. By developing and publishing posts on these user-generated applications, we not only certify the customers’ ingenuity but invite a closer relationship with our brand. This provides a more intimate experience and is appealing because it’s based on actual user stories and scenarios.
The method is effective not only in maintaining relevance, but it also leads to more engagement by providing customers with the illusion that we are listening and acting on their experiences using our products.
Alexander Henschel, Digital Marketing Manager, Boulevard
Share Authentic Personal Experiences
I’ve scaled my content personalization by creating content based on my own experiences rather than general topics. Whether it’s my travel adventures, career path, or life lessons, people connect more when they see authenticity.
When it’s business, I write about what I’ve done, what I’ve achieved, and what I’ve messed up. When it’s life, I share where I’ve been, what I saw, and what I expected. This has helped me build a unique audience that resonates with my journey. By being authentic and transparent, I get deeper engagement and loyalty, and a community that values genuine connection and shared experiences.
Jase Rodley, SEO Consultant, Jase Rodley
Brett Farmiloe is the founder of Featured, a Q&A platform that connects brands with expert insights.
Content marketing stock image by Gorgev/Shutterstock
