More and more users expect to navigate web pages that offer them personalized content , in line with their interests and needs, but there are still few companies and brands that have understood the true potential of content marketing not only in terms of search engine optimization but also as a strategy for engaging customers .
Content Marketing: What It Is and Why It's Important
Content marketing is a marketing strategy in which you share content on your website with the aim of informing, attracting, acquiring new customers and helping them in the purchasing process.
To make the user's browsing experience increasingly personalized, it is important that the site's contents, whether banners, articles, ebooks, videos or images, are truly interesting and capable of capturing attention.
They must therefore be relevant to the user's needs and requirements, which is why we talk about content personalization .
Content personalization: let's start with segmentation
So the real difficulty is not the creation sale leads, armenia email address and sharing of content, but the creation and sharing of personalized content , which reflects the interests of the user, and the stage of the life cycle in which he is. Therefore, at the basis of a winning strategy there is first of all the segmentation of the audience .
Thanks to Blendee and its segmentation system, it is possible to divide the audience based on the stage of the life cycle in which the user is (registered user, unregistered user, at-risk user, VIP user, etc.), but also based on browsing and purchasing behavior.
Blendee provides 4 categories of filters: lifecycle, behavioral, demographic and contextual. By configuring the filters, and combining them into segments, it is possible to identify users who, for example, have shown interest in a particular category or topic, who have read a particular article or who have purchased a particular product. Thanks to this, it is possible to show and suggest to the user, contents that are relevant to their path and their history.
Content personalization: examples of success
A classic example of content personalization is to show different content based on whether the user is registered or not. Below is the Bellissima case study , in which a message is shown to encourage registration to users who are not registered. This message aims to encourage anonymous users to register by offering a 20% discount on their first purchase.
