Content marketing has constantly been evolving and adapting new techniques to overcome challenges. At the beginning of the 2000s, it was enough for a business to have any content online, no matter the quality. Since not much was happening on the internet at that time, content alone made brands unique. Today, there is so much more content being produced every day that it’s harder to get noticed in the digital space.

Internet users no longer want to see the same content everywhere. Instead, they’re looking for something unique, fresh, and relevant to them.

More marketers lately have been implementing personalization into their campaigns. It is widely used by many brands in different ways—from Netflix’s creating highly personalized movie recommendation lists to other businesses customizing e-mail copy sent to individual customers and audience segments.

This raises an interesting question: is there a way to effectively use personalization in sponsored content?

Absolutely. Let’s take a look at a few examples.

First, personalization can, and should, be used in the content creation stage. Here, it’s crucial to understand who you are targeting so that you can create content that’s highly relevant to your target audience.

There are tools available that can provide this data and help you learn more about your existing or potential customers. Also, consider asking questions such as:

  • How can people benefit from my brand?
  • What are they paying attention to right now?
  • Where are they on the Internet?
  • What are they searching for?

Asking these types of questions will put you one step ahead as content continues to become more personal. Marketers will also act more like journalists, telling stories about real people.

The format of sponsored content also plays a major role in helping brands build an emotional connection with their audience. For one group of people, a video can feel very personal; for someone else, taking an online quiz will be way more engaging; others prefer reading an article, which can provide them with valuable information.

Think from a user’s perspective. If you recently bought a house and are about to do a renovation, would you rather read an article with the title “Local plumber prides itself on delivering excellent customer service” or “Local plumber shares 5 interesting tips for new homeowners”? The answer becomes quite obvious.

Second, personalization can be successfully implemented in the content delivery and promotion stage. To deliver a sponsored content piece, marketers can target audiences based on their geographic location, age, and interests.

But targeting merely by these basic parameters is not enough. Do you know where these people spend the most time online? What is their main source of news and information? People’s interests and habits play an important role in determining where to place content. It can be delivered through community newspaper sites, different social media platforms, or even e-mail newsletters.

It is safe to say that brands can only benefit from personalization. Not only is it a great way to create that interesting, hyper-relevant piece of content, it can also help brands build that special bond with their audience and gain loyal customers. For more information on how sponsored content can benefit your business, please contact Glacier Media Digital.