Just over 100 years ago, the story goes that Henry Ford told his clients at a meeting that they could buy a car of any color they wanted, as long as it was black.
Whether true or not, the fact is that since then the way we understand and treat consumers has completely changed.
If in the past they were only hostages of the few companies that voffered products and services, today they are at the center of all market practices, especially in Content Marketing strategies .
However, personalizing content is about much more than delivering the right material to the right people.
This practice is one of the pillars of the modern Internet, it is behind the success of large companies and, in addition, it is integrated into current debates regarding the use of personal data, a topic that marketers are increasingly discussing.
In this scenario where consumers expect personalized experiences, how can your company operate, what benefits can it obtain, and what should you know to apply this concept safely and effectively?
That's what we'll be talking about in this article.
Keep reading!
What is content personalization?
Content personalization involves using customer (or user) data to deliver posts, messages, and offers based on the customer's interests, behavior, or maturity within the purchasing process.
You've certainly seen this practice before on several occasions - your name in an email message, suggested pages based on navigation, banners with recommended products, and many other situations.
What you see on the home page of Netflix or Amazon, for example, is not the same as what other users see.
The content displayed is automatically adjusted based on your location, your devices, your interactions, and various other logs. Pure personalization!
But it's not just those platforms that have personalized content, they are everywhere, even on our blog.
This post, for example, was produced with a buyer persona in mind, a semi-fictional and very accurate representation of the people we aim to attract.
As you can see, there are several “levels” of personalization, ranging from audience segmentation in blog content production to advanced platforms capable of creating unique experiences for each user.
