How to create personalized content that represents your audience – WAU
In the age of computerization, personalized content for audiences is the perfect tool for converting users into customers and retaining any audience. For this, it is necessary to understand the objectives of the action, in addition to working with data analysis, segmentation and investing in interactivity.
Personalized audience content has been transformed into main alternatives for those looking for online engagement.
We realized this, mainly, because telling stories and achieving satisfactory results has become an increasingly difficult task in recent years.
To shine in the era of digital transformation and stand out amidst the gigantic volume of data that travels over the Internet daily, you need to investing in actions that really talk to the user.
What is expected from a good Digital Marketing strategy, then, is the audience’s perception beyond the numbers, thinking about segmented plans, analyzed from specific groups and with less and less generalized content.
To gain engagement with this format, you must invest in a number of factors.
Let’s talk about each one and present its main advantages. Stay with us!
Know your real audience
Currently, it is almost impossible to develop successful campaigns without the proper knowledge of personas.
Make sure that, even without using the marketing nomenclature, successful cases involve the real knowledge about the public.
Ignoring strategy is like walking in the dark: you never know what the next step will be or the consequences of any action taken. At the same time that we can find a pot of gold, there is a chance that we will collapse into an abyss.
So, before you start creating personalized content, study. Find out who your ideal buyer profile is, how he behaves, what his main problems are and the best ways to fit into a specific reality.
The secret is to go beyond ample information – such as name, age and region – and invest in more segmented data. They can be:
- marital status;
- financial situation;
- family profile;
- personal identification;
- themes that generate disinterest;
- life history.
A good example of correct use of the persona is Netflix, which does not save content with “internal jokes” about platform-specific series and films.
By creating the pieces carefully thought out for each brand audience, the content receives much more engagement and identification.
The dialogue, which can be considered as an example for brands in social networks, is also personalized and represents a very close proximity to those who engage with the content.
Define the objectives of the action
After defining the profile of the group of people who will be impacted by the action, it’s time to outline the objectives.
At this time, it is important to gather as many sectors as possible – in order to understand bottlenecks, sales arguments, difficulties in entering the market, weaknesses, strengths and other points that go beyond the Marketing or Communication sector.
It’s also time to define action success metrics so that you can track the results and understand if everything is going according to plan.
All preliminary information regarding the final objective will be responsible for guiding the production of the content and, as a consequence, direct the engagement towards what was agreed – and very desired – by the entire team.
Deliver a value proposition
In recent years, the term “value proposition” may have lost its strength. This happens often because brands hide their goals in shallow and purposeless campaigns.
The action causes a distance on the part of the user, who cultivates more and more reflection before following brands on Instagram, for example. Highly commercial and aggressive content in terms of “sales” tend to be less engaged than those who invest in going further and telling real stories.
Personalized content has the power to create such a genuine dialogue for a simple reason: each part of the strategy was designed according to the reality, experience and challenges of a specific group of people.
In order to deliver a value proposition based on this format, you can follow some paths:
- arouse emotion;
- understand the reality of your audience – slang used, important influencers, main social channels;
- always have a concept behind the campaigns, don’t let sales turn into an aggressive speech without a real reason for it;
- show that you are really interested in those people – this can be done through questionnaires, live videos or in general ways of collecting the impressions of your audience.
Another way to stimulate value delivery is to from humanized content. One of the great London brands that uses the resource is Magazine Luiza, with the creation of the character Lu.
Nowadays, the digital character has become a spokesperson for the brand and is responsible for social media platforms.
The contents go beyond sales and propose the creation of interesting dialogues with those who interact with the page.
Like Magalu, we have another interesting example here. It’s Nat, a character created by Natura.
The character created by the cosmetics company has a very well defined persona, and each content represents it in some way.
It is difficult to see posts that do not talk about nature, sustainability and acceptance of beauty itself.
Invest in interactive content
A study by Ion Interactive points out that 90% of participants believe that the interactive content has effectiveness in customer education.
The public needs to see value in the content with which it interacts, and to invest in interactivity is to invite those people to a sincere, interesting and educational conversation.
In this way, the message sent on your channels stands out amidst a sea of static content, which compete with a gigantic and completely forgettable volume of data.
You may be interested in these other contents
Types of interactive content: see 5 highly attractive types
How to get engagement with interactive content
How to monetize interactive content
How to use interactive content to shorten the sales cycle
Be able to measure results
One of the main advantages of this type of action is the ability to generate insights, data, graphs and any other source of concrete and necessary information to improve – or invest even more – in processes.
Formats such as infographics, questionnaires, videos and other interactive content have integrated points and data tracking, allowing an accurate understanding of where each user got involved.
Tracking these data points is crucial to the success of your content. Evaluate not only the number of views, but engagement rates, drop-off points, and social media sharing metrics.
Together, these metrics allow you to creating complete reports on the performance and effect of content on users.
By paying attention to the main elements responsible for the success of this format, be sure that your strategy will achieve incredible results and be ready to win public engagement.
If you enjoyed learning about personalized audience content, it’s time to learn more about interactivity. For this, learn all about the ion tool, focused on creating interactive experiences.