Content Personalization is broad. The phrase is applicable to a variety of content types, and business models. Simply, content personalization involves the curating of content to the preferences of specific individuals. Publishers benefit from content personalization in several ways, added site traffic, added site value, added subscriptions, and revenue. Depending on the company’s business model the monetization strategy will differ, whether mainly through ad dollars by selling of on-site ad space, or through subscriptions, or both. Simply put, the more traffic a publisher gets to their website the better. Now, those are the basics, but assuming you are a publisher looking to optimize your content personalization, you might be wondering, how exactly do I improve my content strategy? Well, here are 5 great ways to improve your content personalization.
1. Segment your audience
You may have a wide-ranging audience, individuals interested in a various types of content. Well one of the best ways to better serve personalized content is to first understand your audience, even on a basic level and then segment your audience. By segmenting your audience into groups, you are creating channels through which personalize content. As a publisher, you can segment your audience by age, gender, location etc. but segmentation is a major key in personalizing your content.
2) Provide various forms of Content
Imagine going to a restaurant that offered only one thing on the menu. Doesn’t sound too enticing does it? Similarly as a publisher diversifying your content is helpful in creating a diverse audience to which you can then recommend content. Providing various forms of content ensures that you have enough content to personalize in the first place. If you have multiple content types you have more to recommendation, more segments you can create, and a greater variety cross –channel recommendations you can offer.
Clicks don’t necessarily equal value. Some websites serve content that appears more like attractive spam than carefully curated content. If you don’t put effort into creating engaging content, well you wont be recommending much, because no one will stay on your website long enough to see any recommendations. As a publisher you need to decide your goals. What are you trying to achieve? Do you want a massive graveyard of clicks, where interest reaches feverish heights and dies shortly after? Or do would you rather have long lasting interest in quality content?
Yoochoose personalization provides targeted notifications and emails; essentially extending personalized content off-site and into the inbox of your audience. You want your emails to be relevant extensions of your website, not a knock at the door you don’t want to answer. Companies like Buzzfeed do this well, with great email campaigns and notifications that serve on site content to your inbox. For example, if you have some new content on your site, an article for instance, send out an email with part of the article available in the email, but provide a link for your reader to follow and finish consuming the content.
5) Engaging Content
Don’t bore your audience. Now this may be less common for multi-media publishers who are focused on entertainment value, but some still have trouble. Some publishers in more formal fields often forget that their readers, viewers, and listeners are still people, people with general tastes, common like and dislikes. Don’t forget that you are talking to humans, no matter how formal the platform; people aren’t monolithic. While this section typically more formal content providers, perhaps in business oriented spaces, or tech spaces no matter what the space remember you are providing humans with content, not robots, or data storage centers. Talk to the people.