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Why Personalization Is Key for Content Marketing

Behavioral data and consumer insights help drive a more customized approach

By now, most marketers agree that content marketing makes up an important piece of their advertising strategy, but creating engaging content is not as easy it looks. Many point to the fact that content creation must be personalized and contextually relevant in order to truly succeed with consumers.

Approaches to Personalized Marketing at Their Company According to Senior Marketers in the US and Western Europe*, Jan 2016 (% of respondents)

July 2016 research from Forrester Consulting, commissioned by Persado, emphasizes the growing importance of personalization in the emerging content marketing discipline. When a group of senior marketing executives from the US and Europe were asked about their approach to personalized marketing, 67% said they used behavior-based data to develop content based insights and emotions, the second-most popular answer.

But that doesn’t mean the content production process has gotten any easier. If anything, creating more personalized, insight-driven content is more difficult now than ever. When the same executives were asked about the challenges they face with content creation, 60% mentioned it was difficult to keep up with demand for more content across more channels. Meanwhile, another 50% mentioned they found it tough to leverage behavioral and attitudinal data to create emotionally-engaging content.

Other research confirms the inherent challenges of content personalization for marketers. A February 2016 survey from Demand Metric looked at the reasons marketers do not personalize content, and found that many don’t have the technology (59%), while others don’t have the necessary resources (59%).

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