Automation and personalization are two distinct concepts, opposites even. But businesses that learn how to marry the two, particularly when delivering content, can reap big returns.
Automation frees your time so you get more done, while personalization endears you to the client. It’s a tactic that draws the client closer without you spending copious amounts of time courting them.
You have to maintain a fine balance, though. Because, without personalization, an automated system becomes generic and robot-like. So, how can a business use content automation without sacrificing that personal touch? Let’s look at some ideas below.
Use Persona Behavior to Deliver Relevant Content
Among other details, automation tools will tell you what:
- Pages the user frequents
- Topics they’re interested in
- They’ve downloaded
- And how often they revisit pages.
Brands can use these details to show the user related content or create content that matches what the user is looking for. The same strategy applies to email communication. What kinds of emails does the customer interact with?
Do they open video links and ignore links to case studies or blog posts? Create and deliver more videos to them.
Do they always open links to your blog while ignoring video links? Such a customer prefers reading to watching videos, so engage them through written content.
Do they ignore specific types of content, say product descriptions, but devour long buying guides? Focus on creating in-depth, long-form content and save short descriptions for users who enjoy them.
Use Automation to Guide Your Lead Generation and Onboarding Efforts
Begin the targeting journey right from lead generation and onboarding. Use different content for different target groups. Your automation tool can categorize leads using a range of parameters.
For example, a woman going through her first pregnancy would be drawn to content about dealing with nerves and anxiety. A woman in her third pregnancy, however, may be more interested in content about boosting third-trimester comfort. Though they’re both would-be mothers, each would need a landing page tailored to their journey. Likewise, the ad copy the brand shows to each should be different.
And it doesn’t stop at lead generation. Use the same strategy during the onboarding process. Instead of the usual request for an email address in exchange for information, a product, or a discount, engage the lead some more.
Ask them what they hope to achieve by engaging with the product or what challenges they wish to solve. A drop-down menu with options to choose from can simplify the process. The brand can analyze these answers and develop relevant content to help customers attain their goals. Continue the process once they join the sales funnel to ensure you share targeted content at every stage.
Use Automation to Personalize Your Knowledge Base
Regardless of where they are on the sales funnel, leads will engage with a website for different reasons. The same goes for existing customers.
Rather than creating generic content for your knowledge base, customize the content for different types of customers. Automation tools can help you identify the right segment for each customer.
Use introductory content for new customers and leads unfamiliar with your brand. This can take the form of:
Guide them to other content types as they become more familiar with the brand. You could also use their viewing history to show them the content types they’re more interested in.
Existing customers may be more interested in problem-solving and ways to improve efficiency when using your products. They may also be eager to sample other offerings from the brand. Cross-selling and upselling work great for this group, so have content to pull them toward this direction.
Use References to Local Events
Using AI, automation tools can analyze where website traffic originates, where users downloading the mobile app are located, and how all these individuals interact with each product.
Customize content to include references to local events for users in different geographic regions. Things like region-specific slang, favorite sport in the area, famous people from their hometown, local heroes, or local weather can give a personal touch to the content.
AI tools embedded in content automation solutions allow brands to learn more about their customers. The brand can then customize content to suit each user and meet them where they are on the customer journey. Use automation to help the customer self-assess and identify their needs. Then deliver personalized, targeted content that addresses these needs.